New Paper: Celebrity vs. Influencer Endorsements in Advertising
Our paper on the role of product-endorser fit in celebrity and social influencer endorsements has been published in the International Journal of Advertising.
product fit
ICA 2019 – Social Influencer Advertising
At the 2019 ICA conference in Washington, we presented the results of our study about the effect of product-endorser fit and influencer popularity on advertising effectiveness.