Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency
Year of publication: |
2022
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Authors: | Tian, Shiyun ; Li, Jo Yun |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 17.2022, 1/2, p. 133-161
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Subject: | product endorsements | celebrity endorsements | social media influencer | peer | advertising | Instagram | celebrity-owned brand | source credibility | trustworthiness | expertise | endorser-consumer congruency | endorser-product congruency | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Glaubwürdigkeit | Credibility | Werbung | Advertising |
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