Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...

This study presents a thorough and systematic analysis of political advertising research to chart the thematic progression of political advertising literature. This study further aims at helping academics, industry, and society understand the current state of political advertising while...

In the present era of digital revolution, political advertising has led to the transformation of political communication thereby altering the relationship between a political leader and their involvement with the electorates. Thus the purpose of this paper is to: 1) organize, synthesize and...