...Christine M. Kowalczyk; Kathrynn R. Pounders Purpose Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how and why consumers use social media to engage with celebrities, and identify the potential antecedents and outcomes, which...

...Chung‐kue Hsu; Daniella McDonald Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this phenomenon. This research...

...Brian D. Till The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well‐known individuals. Associative learning principles...

... conceptions of beauty, to explore the dimensionality of beauty, and to assess the possible implications for advertising and advertisers. Because much of the work on physical attractiveness has focussed on the relationship between credibility and attractiveness for celebrity endorsers, it was determined...