Social media influencer or traditional celebrity? Moderational analysis on the relationship between endorser type and endorsement effectiveness.
The effectiveness of an endorsement depends on the endorser. Social media influencers and traditional celebrities are both prized as endorsers by advertisers. Studies comparing the effectiveness of these two endorser types has yielded inconsistent results. The effectiveness of a type of endorser dep...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2025-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0326911 |
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