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Keywords: Traditional celebrities
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2021) 22 (2): 169–184.
Published: 22 February 2021
... strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate...
