Purpose - This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach - A quantitative approach is...

Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions....

This paper examines how celebrity endorsement and peer influence affect video game usage and sales using data from a large social network. To investigate these phenomena, we constructed a four-year longitudinal panel dataset of 1.2 million video game players from the popular game Dota 2. We...

To infer product fitness information, consumers often consult digital influencers who exert effort to learn and evaluate product features and then propagate information to their followers. However, influencers' recommendations are not limited to products that exactly match their expertise, which...

Previous research into the relationship between victim-generated content, abuse received, and observer characteristics when considering Twitter abuse has been limited to studies involving male victims. In this study, we evaluated participant perceptions of female celebrity victims and the abuse...

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...

We study the relation between celebrity endorsements of initial coin offerings (ICOs) and their outcomes. Celebrity endorsements have a substitute relation with pre-sales, but increase ex-ante success, resulting in more funds raised and a greater exchange listings. We find little evidence that...

Marketers have been using celebrities in commercials, print campaigns and promotions for years, because done properly, it works. Celebrities get the viewer’s attention, but whether they work to sell the product depends on proper celebrity casting. Purchase intension of customers after watching...

Celebrity Endorsement (CE) strategy can be an effective competitive measure to differentiate a firm’s products from that of its competitors. However, there is a serious lack of prior research on assessing the effectiveness of celebrity endorsements on Sri Lankan fashion industry. Given this...

Celebrity endorsers mean who engage to communicate appropriate message for receivers. Most of the time celebrity endorsers use to appeal the customers. For these advertisements, can be used more attractive, famous, and knowledgeable persons to endorse. Customer’s first impression can be...

Baltimore boasts more historic structures than any other American city. Nearly one-third of all its buildings, or more than 65,000 structures, are on the National Register of Historic Places. During the War of 1812, Francis Scott Key wrote “The Star-Spangled Banner” after watching bombs...

Using celebrities in commercial advertisements for introducing or promoting the brand considered a common practice among organizations to support the brand image. Celebrity endorsement strategy is considered as a popular and influential way to reach to a huge number of the consumer. The success...

The rapid development of technology and information certainly has an impact on the way people shop, namely online shopping. The COVID-19 pandemic also made people have to use masks, where the use of masks can cause skin problems such as acne, bacterial infections, to eczema, besides that the...

We report a large-scale randomized controlled trial designed to assess whether the partisan cue of a provaccine message from Donald Trump would induce Americans to get COVID-19 vaccines. Our study involved presenting a 27-second advertisement to millions of U.S. YouTube users in October 2021....

Celebrity endorsement is a type of brand or product communication in which a celebrity aligns herself with the brand or the product. In traditional endorsements, the advertisers use a celebrity name or picture to represent the brand or the product. In this type of endorsement, an advertiser may...

Using celebrities in commercial advertisements for introducing or promoting the brand considered a common practice among organizations to support the brand image. Celebrity endorsement strategy is considered as a popular and influential way to reach to a huge number of the consumer. The success...

We study the impact of celebrity endorsements, hiring celebrities as firm ambassadors, on stock mispricing. We find that celebrity endorsements can result in more severe stock mispricing for focal firms. Such an effect is stronger when endorsers are more popular. In addition, the occurrence of...

Destination image influences the tourist decision-making process, and their intention to visit, revisit and recommend. Therefore, a positive destination image is considered one of the key destination success factors. Tourists will form the image according to their own or others' experiences and...

We report a large-scale randomized controlled trial designed to assess whether the partisan cue of a provaccine message from Donald Trump would induce Americans to get COVID-19 vaccines. Our study involved presenting a 27-second advertisement to millions of U.S. YouTube users in October 2021....

Today Celebrity Endorsement has become a trend and perceptible as a win-win formula for product marketing and building of a brand. The instrument of celebrity endorsement has nowadays become a universal element in advertising and communication management. We can see that most of the products are...