This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …

Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …

While the literature related to this topic has predominantly focused on investigating the
influence mechanism that social media influencers (SMIs) impose over their followers, less …

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities,
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …

Purpose As celebrity endorsements have extended from traditional media to social media,
the role of celebrities has been amplified and celebrities have been able to establish …

The prevalence of online social networks has given rise to the emergence of social media
influencers (SMIs), so-called “Internet celebrities”. Celebrity endorsement, which can be an …

Brand managers use celebrity microbloggers to endorse their products on microblogs.
Previous studies on celebrity endorsement mechanisms concentrated on source factors …

Celebrity endorsement has become ubiquitous in international destination marketing, but
studies have rarely assessed the differences between the effects of endorsement by a local …

Purpose With the popularity of social media and, recently, live streaming, internet celebrity
endorsements have become a prevalent approach to content marketing for e-commerce …

Purpose The purpose of this paper is to investigate the differences in consumer pleasure,
arousal and purchase intention when consumers encounter food advertising on Instagram …