Social media advertising endorsement : the role of endorser type, message appeal and brand familiarity
Year of publication: |
2022
|
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Authors: | Zhu, Haiyun ; Kim, Mikyoung ; Choi, Yung Kyun |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 5, p. 948-969
|
Subject: | brand familiarity | celebrity endorser | message appeal | social media | Social media influencer | Social Web | Social web | Werbewirkung | Advertising effects | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Online-Marketing | Internet marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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