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Keywords: Online DIY celebrities
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (2): 169–184.
Published: 22 February 2021
...Fei Fan Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement...
