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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors [PDF]
, 2020 This thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing.
Levitan, Sabina
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Frontiers in Psychology, 2021 This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based
Ke Zhang, Menghan Zhang, Chao Li
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CELEBRITY ADVERTISEMENTS AND BUYING BEHAVIOUR OF TELEVISION VIEWERS [PDF]
ICTACT Journal on Management Studies, 2021 The use of celebrities as sponsors is an important concept of modern marketing strategy for product promotion. Celebrity accreditation increases sales and benefits organizations / products, celebrities themselves, and advertisement companies that produce
Santhosh Kumar Panigrahi
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THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2019 This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the
Sandi P.R., Surachman, Yuniarinto A.
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The Influence of Celebrity Endorsement and Product Quality on Online Shopping Interest
Almana: Jurnal Manajemen dan Bisnis, 2021 The development of online shopping in Indonesia is very fast than offline shopping makes promotion online also great demand, one form of online promotion is a promotion to an online celebrity who is considered to influence online sales.
Syifa Fauziah Hamidah
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Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis
International Journal of Communication, 2022 Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements ...
Shiyun Tian +3 more
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CELEBRITY ENDORSEMENT TERHADAP MINAT PEMBELIAN
, 2023 This study aims to analyze the effect of celebrity endorsement on purchase intention. As well as looking for how the role of Celebrity Endorsement affects consumer buying interest. This study applied the Systematic Literature Review method.
Lailiyah, Fannisa NK +5 more
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MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION
International Journal of Entrepreneurial Knowledge, 2023 This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the ...
Jacob Odei Addo, Solomon Abekah Keelson
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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
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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
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