...Liru Jiang; Gianpaolo Vignali; Stephen Doyle Purpose Luxury fashion brands use various types of endorsers to communicate with target consumers on social media. Following the S-O-R model, this research predicts the effectiveness of celebrity endorsement based on a practical classification...

... attachment influences event attendees' intentions in the celebrity endorsement process in the context of events. Design/methodology/approach Paper-based and online surveys were used to collect data from 759 Vietnamese respondents, aged 15 and above, who followed domestic or international celebrities...

... and celebrity endorsement on user engagement in social media referral marketing programmes. Design/methodology/approach Further, this study discusses the moderating impact of social ties on this relationship mainly focusing on the cosmetic industry. The data were collected from respondents with exposure...

...Shaoshan Wang; Matthew Tingchi Liu Purpose This study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976). This study integrated three bibliometric...

...Wanqi Gong Purpose This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically. Design/methodology/approach This study...

... 23 07 2018 15 11 2018 31 12 2018 27 01 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Endorsement Advertising Marketing communications Consumer attitude Cognitive load Celebrity endorsement Celebrity poses...