...Dave Centeno; Jeff Jianfeng Wang Purpose This paper aims to examine the effects of narrowing social distance with celebrity endorsers (i.e. via close relationship social categories) and their origin (i.e. local or international) on consumer attitudes about advertisements. It is proposed that using...

... This paper extends the work on social distance to show that the effects are activated by the P2P exchange context. Also demonstrated here is that social closeness acts as an important mediator in the P2P context, affecting outcomes in the consumption and pre-consumption stages. Finally, construal level...