Results 41 to 50 of about 213,480 (191)
, 2021 This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions ...
Ahmad Firman +4 more
semanticscholar +1 more source
Sustainability, 2021 Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in ...
Luyi Qiu, Xiaohua Chen, Timothy J. Lee
semanticscholar +1 more source
Social media influencers and transgressive celebrity endorsement in consumption community contexts
, 2021 Purpose: This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members.
Hayley Cocker +2 more
semanticscholar +1 more source
Sustainable Celebrity Endorsement Strategies: Long-term Impacts on Market Development Stages [PDF]
SHS Web of ConferencesCelebrity endorsement is the core strategy of brand marketing, and its sustainable design and implementation deeply affects the long-term trend of market development.
Zhang Ruotong
doaj +1 more source
Journal of Communication & Public Relations, 2022 Celebrity endorsement has become popular marketing strategy for the last decade. However, it is not always effective. Sometimes, it brings adverse effect to the brand and product due to wrong selection of celebrity figure.
I. Afifah
semanticscholar +1 more source
Indonesian Journal of Business and Entrepreneurship, 2019 The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI)
Ragil Asma Saputra +2 more
doaj +1 more source
The effectiveness of celebrities in conservation marketing. [PDF]
PLoS ONE, 2017 Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little ...
Elizabeth Duthie +3 more
doaj +1 more source
Celebrity endorsement using different types of new media and advertising formats
Academia : Revista Latinoamericana de Administración, 2022 PurposeThis study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).Design ...
R. Uribe +3 more
semanticscholar +1 more source
The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry
Arab Economic and Business Journal, 2018 This paper tends to the effect of celebrity support to jewelry advertisements on the conduct of consumers, in particular on Lebanese females. The investigation is drawn closer from the point of view of the customer.
Safi Hani, Azouri Marwan, Azouri Andre
doaj +1 more source
Celebrity endorsement and its impact on purchase intention of luxurious brands
The Business and Management Review, 2022 Celebrity endorsement is a persuasion strategy in which customers identify with the person featured in an advertisement. Celebrities promote services and products in ways that serve to increase brand awareness and credibility.
Mostafa Nabil +5 more
semanticscholar +1 more source