Social media influencer or traditional celebrity? Moderational analysis on the relationship between endorser type and endorsement effectiveness.

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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Bibliographic Details
Main Authors: Chen-Yueh Chen, Yi-Hsiu Lin, Tzu-Yun Yeh, Ya-Lun Chou, Tsu-Lin Yeh
Format: Article
Language:English
Published: Public Library of Science (PLoS) 2025-01-01
Series:PLoS ONE
Online Access:https://doi.org/10.1371/journal.pone.0326911
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