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.
Our paper on the role of product-endorser fit in celebrity and social influencer endorsements has been published in the International Journal of 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.