Results 71 to 80 of about 213,480 (191)

"The Reynolds-McElhenney effect?": effect of celebrity endorsement on colonoscopy-related videos on TikTok. [PDF]

IGIE, 2023
Lahooti A, Critelli B, Hassan A, Westerveld D, Rodgers L, Gazi M, Dawod E, Mahadev S, Kumar S, Newberry C, Sharaiha RZ.   +10 more
europepmc   +1 more source

Unveiling the Mediating Role of Emotions and Engagement in Celebrity Endorsement and Purchase Intention

Almana: Jurnal Manajemen dan Bisnis
Research on purchase intention in the digital era shows inconsistent findings regarding the impact of celebrity endorsement, with some studies highlighting its influence while others emphasize the stronger role of psychological factors.
Nita Anggun, Anton Agus Setyawan, Edy Purwo Saputro, Kussudyarsana Kussudyarsana   +3 more
doaj  

Peran Brand Image: Pengaruh Celebrity Endorsement, E-WOM, dan Perceived Quality terhadap Purchase Intention Skincare pada Gen-Z

Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Studi ini bertujuan untuk mengeksplorasi dampak Celebrity Endorsement dari sisi Attractiveness, Trustworthiness, dan Expertise, E-WOM, dan Perceived Quality terhadap Purchase Intention produk skincare lokal di kalangan konsumen Gen Z dengan Brand Image ...
Renza Fahlevi, Helen Helen, Fitriana Aidnilla Sinambela   +2 more
doaj   +3 more sources

Branding Seoul: Multi-Celebrity Participation in Destination Branding

Tourism and Hospitality
This study examines multi-celebrity deployment as a destination branding practice, using Seoul as an empirical case. The analysis draws on 172 official tourism promotional videos released by the Seoul Tourism Organization between 2011 and 2025, featuring
Riela Provi Drianda, Nadia Ayu Rahma Lestari, Meyriana Kesuma   +2 more
doaj   +1 more source

The Effect of Celebrity Endorsement on Gender-Based Conspicuous Consumption

Gadjah Mada International Journal of Business
This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression.
CANSU TOR KADIOGLU, SEZEN BOZYIGIT
doaj   +1 more source

The Effect of Celebrity Endorser Selection on Consumer Purchase Intention

The Lahore Journal of Business
While companies often use celebrity endorsement to increase their sales, they fail to realize that the selection of the endorser greatly influences consumer purchase intention.
Marium Mateen Khan, Ayesha Mateen Khan
doaj  

CELEBRITY ENDORSEMENTS AND PRODUCT PERFORMANCE: A STUDY OF NIGERIAN CONSUMER MARKETS [PDF]

Management & Marketing, 2014
The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime ...
Omotayo OYENIYI
doaj  

Celebrity Political Endorsement and Young Voters in Europe: A Five-Country Comparison on Celebrity Support Effectiveness in the European Elections

International Journal of Communication, 2019
Celebrity political endorsement is an internationally common phenomenon that has substantially increased over recent years. It refers to celebrities who publicly support political candidates or parties, often in election campaigns.
Katja Friedrich, Cordula Nitsch
doaj  

Celebrity Endorsements and Promotions: Enhancing Young Muslim Online Shoppers’ Satisfaction

Human Behavior and Emerging Technologies
This study explores the factors influencing consumer satisfaction among young Muslim online shopping users. Exogenous variables include celebrity endorsement, social media marketing, and promotion programs.
Rochman Hadi Mustofa, Silvi Asna Prestianawati, Dhany Efita Sari, Henni Riyanti, Ananda Setiawan   +4 more
doaj   +1 more source

YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach

Cogent Arts & Humanities
The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who ...
Tak Jie Chan, Kirttine Somasundram, Yang Tian, Nor Azura Adzharuddin, Nor Hazlina Hashim   +4 more
doaj   +1 more source