Celebrities frequently endorse products, brands, political candidates, or health campaigns.
We investigated the effectiveness of such endorsements by meta-analyzing 46 studies …

Over the last decade, influencer marketing has become one of the most important tools for
companies and brands to increase awareness, sales, or image strength. Since consumers …

Half a century of research on celebrity endorsement has led to the advancement of four
grand celebrity endorsement theories. Most scholars have adopted the meaning transfer …

Celebrity endorsement is a potent adverting strategy used to promote brands in the market
space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential …

Social media advertising strategies, including using traditional celebrity endorsers and micro-
celebrity influencers, are prevalent marketing tools. However, the trend of using virtual …

Finding a fitting endorser has proven to be one of the most delicate and critical tasks of
influencer marketing. This research explores the relevance of the congruency of the …

In line with Kang and Herr's work (2006), this research questions the ELM's contention that
celebrity credibility serves foremost as a peripheral element in a persuasive communication …

Rapid rise in social media users has spawned a new form of advertising for businesses
called social media advertising. Advertisers have long faced one of the most important …

Sudden and unplanned purchasing behavior is considered impulsive buying behavior. With
the increasing popularity of social commerce platforms and shopping automation, people's …

Purpose Celebrity endorsement has been profusely used to promote the consumption and
purchase intention of diverse product categories; however, there is scarce research about …