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THE ATTITUDE OF UNIVERSITY STUDENTS TOWARDS CELEBRITY ENDORSEMENTS THROUGH SOCIAL MEDIA
Corresponding Author(s) : Muneer Al Mubarak
Humanities & Social Sciences Reviews,
Vol. 7 No. 6 (2019): November
Abstract
Purpose of the study: The study aims to identify the factors that influence students’ attitudes when celebrity endorsements are used through social media. It seeks to determine how effective endorsements are from the consumers’ point of view.
Methodology: A study model was developed to show the effect of different factors on students’ attitudes. A quantitative approach was used for data collection to support the model. This study employed a survey method using a questionnaire to gather information from participants.
Main findings: The findings show celebrity characteristics and social media advertisements affect students’ attitudes. The results were positive for students’ attitude towards celebrity endorsements through social media.
Applications of the study: The study provides insights into how businesses should plan marketing campaigns and influence students’ attitudes towards celebrity endorsements through social media. Companies are encouraged to use social networks to track and respond to the opinions of their customers in a timely manner.
Novelty/Originality of this study: There is a shortage of literature that is associated with celebrity endorsements through social media. This study aims to fill in the gap in knowledge and practice by identifying business opportunities and optimizing available marketing tools that can be used in order to gain a better image.
Keywords
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- Abdussalam, P. (2014),“Celebrity Advertisement: Key to Marketing Successâ€, Indian Journal of Commerce & Management Studies, 5(1), 78-82.
- Al-Ahmadi, H. (2011) “Challenges facing women leaders in Saudi Arabiaâ€, Human Resource Development International, 14(2), 149-166. https://doi.org/10.1080/13678868.2011.558311 DOI: https://doi.org/10.1080/13678868.2011.558311
- Arora, A. &Sahu, K. (2013) “Celebrity Endorsement: An Effective Marketing Toolâ€, International Journal of Management Prudence, 5(2), 27-32.
- Atay, E. (2011) “Celebrity Endorsements and Advertising Effectiveness: The Importance of Value Congruenceâ€, Ph.D., University of Oregon.
- Ayite, M. (2014), Customers’ Perceptions of American and Japanese Products in France Related to Cross- Cultural Miscommunications. Ph.D., North central University.
- Barhemmati, N. & Ahmad, A. (2015), “Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagementâ€, Journal of Advanced Management Science, 3(4), 307-311. https://doi.org/10.12720/joams.3.4.307-311 DOI: https://doi.org/10.12720/joams.3.4.307-311
- Bhatt, N., Jayswal, R. & Patel, J. (2013), “Impact of Celebrity Endorser’s Source Credibility on Attitude towards Advertisements and Brandsâ€, South Asian Journal of Management, 20(4), 74-95.
- Brock, S. (2013), The Use of Social Media in Purchasing Decisions of Professional African American Women, PhD., Northcentral University.
- Bruhn, M., Schoenmueller, V. & Schäfer, D. (2012), “Are social media replacing traditional media in terms of brand equity creation?â€, Management Research Review, 35(9), 770-790. https://doi.org/10.1108/01409171211255948 DOI: https://doi.org/10.1108/01409171211255948
- Cavana, R.Y., Delahaye, B.L. & Sekaran, U. (2001), Applied business research: Qualitative and quantitative methods, John Wiley & Sons, Australia.
- Chan, K., Leung Ng, Y. & Luk, E. (2013), “Impact of celebrity endorsement in advertising on brand image among Chinese adolescentsâ€, Young Consumers, 14(2), 167-179. https://doi.org/10.1108/17473611311325564 DOI: https://doi.org/10.1108/17473611311325564
- Chikandiwa, S., Contogiannis, E. & Jembere, E. (2013), “The adoption of social media marketing in South African banksâ€, European Business Review, 25(4), 365-381. https://doi.org/10.1108/EBR-02-2013-0013 DOI: https://doi.org/10.1108/EBR-02-2013-0013
- Choi, S. & Rifon, N. (2012), “It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectivenessâ€, Psychology& Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550 DOI: https://doi.org/10.1002/mar.20550
- Chow, Y. (2013), Building Religious Epistemic Capital among Financial Firms: A Study ofMalaysia's Islamic Wall Street. PhD., University of New York.
- Cunningham, N. & Bright, L. (2012), “The Tweet Is in Your Court: Measuring Attitude Towards Athlete Endorsements in Social Mediaâ€, International Journal of Integrated Marketing Communications, 4(2), 73-87.
- Dom, S., Ramli, H., Chin, A. & Fern, T. (2016), “Determinants of the Effectiveness of Celebrity Endorsement in Advertisementâ€, The Journal of Developing Areas, 50(5), 526-535. https://doi.org/10.1353/jda.2016.0033 DOI: https://doi.org/10.1353/jda.2016.0033
- Etikan, I. (2016), “Comparision of Snowball Sampling and Sequential Sampling Techniqueâ€, Biometrics& Biostatistics International Journal, 3(1), 1-2. https://doi.org/10.15406/bbij.2016.03.00055 DOI: https://doi.org/10.15406/bbij.2016.03.00055
- Friedman, H. and Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research, 5(19), 63-71.
- Gazal, K., Montague, I., Poudel, R. & Wiedenbeck, J. (2016), “Forest Products Industry in a Digital Age: Factors Affecting Social Media Adoptionâ€, Forest Products Journal, 66(5-6), 343-353. https://doi.org/10.13073/FPJ-D-15-00007 DOI: https://doi.org/10.13073/FPJ-D-15-00007
- Grainger, J. (2010),Social media and the fortune 500: How the fortune 500 uses, perceives and measures social media as a marketing tool, MBA. University of North Carolina at Chapel Hill.
- Hair, J. F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998), Multivariate analysis, New Jersey: Prentice Hall.
- Hajli, N. (2014), “A study of the impact of social media on consumersâ€, International Journal of Market Research, 56(3), 387-404. https://doi.org/10.2501/IJMR-2014-025 DOI: https://doi.org/10.2501/IJMR-2014-025
- He, W., Shen, J., Tian, X., Li, Y., Akula, V., Yan, G. & Tao, R. (2015), “Gaining competitive intelligence from social media dataâ€, Industrial Management & Data Systems, 115(9), 1622-1636. https://doi.org/10.1108/IMDS-03-2015-0098 DOI: https://doi.org/10.1108/IMDS-03-2015-0098
- Hofstede, G. (2011), “Dimensionalizing Cultures: The Hofstede Model in Contextâ€, Online Readings in Psychology and Culture, 2(1), 1-26. https://doi.org/10.9707/2307-0919.1014 DOI: https://doi.org/10.9707/2307-0919.1014
- Ilicic, J. & Webster, C. (2015), “Consumer values of corporate and celebrity brand Associationsâ€, Qualitative Market Research: An International Journal, 18(2), 164-187. https://doi.org/10.1108/QMR-06-2013-0037 DOI: https://doi.org/10.1108/QMR-06-2013-0037
- Jin, C. (2010), “An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategiesâ€, Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 253-261. https://doi.org/10.1057/jt.2010.18 DOI: https://doi.org/10.1057/jt.2010.18
- Jin, S. & Phua, J. (2014), “Following Celebrities’ Tweets about Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebritiesâ€, Journal of Advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606 DOI: https://doi.org/10.1080/00913367.2013.827606
- Kelly, L., Kerr, G. & Drennan, J. (2010),“Avoidance of Advertising in Social Networking Sitesâ€, Journal of Interactive Advertising, 10(2), 16-27. https://doi.org/10.1080/15252019.2010.10722167 DOI: https://doi.org/10.1080/15252019.2010.10722167
- Kowalczyk, C. & Royne, M. (2013),“The Moderating Role of Celebrity Worship on Attitudes toward Celebrity Brand Extensionsâ€, The Journal of Marketing Theory and Practice, 21(2), 211-220. https://doi.org/10.2753/MTP1069-6679210206 DOI: https://doi.org/10.2753/MTP1069-6679210206
- Liligeto, l., Singh, G. &Naz, R. (2014), “Factors influencing Consumer Perception (CP)towards TV and Newspaper Advertisingâ€, The Journal of Pacific Studies,34(2), 63-85.
- Littrell, R. & Bertsch, A. (2013),“UN Millennium Development Goals and gender equality in employment in the Middle Eastâ€, Foresight, 15(4), 249-263. https://doi.org/10.1108/fs-04-2012-0024 DOI: https://doi.org/10.1108/fs-04-2012-0024
- Maldonado, C. (2011), “The Effect of Cultural Orientation on Advertising Effectiveness. A Comparison among Americans, Mexican-Americans, and Mexicansâ€, Academy of Marketing Studies Journal, 15(Special Issue), 83-95.
- Maoyan, Zhujunxuan & Sangyang (2014), “Consumer Purchase Intention Research Based onSocial Media Marketingâ€, International Journal of Business and Social Science, 5(10), 92-97.
- Moedu.gov.bh. (2018). [online] Available at: http://www.moedu.gov.bh/hec/page.aspx?page_key=HEIs-Statistics&lang=ar [Accessed 8 Sep. 2018].
- Mohd Suki, N. (2014), “Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?â€, Journal of Islamic Marketing, 5(2), 227-240. https://doi.org/10.1108/JIMA-04-2013-0024 DOI: https://doi.org/10.1108/JIMA-04-2013-0024
- Nekatibebe, T. (2012), Evaluating the Impact of Social Media on Traditional Marketing. BBA. Helsinki Metropolia University of Applied Sciences.
- Neumayer, C. & Rossi, L. (2016), “15 Years of Protest and Media Technologies Scholarship: A Sociotechnicalm Timelineâ€, Social Media + Society, 2(3), 1-13. https://doi.org/10.1177/2056305116662180 DOI: https://doi.org/10.1177/2056305116662180
- Ohanian, R. (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractivenessâ€, Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191 DOI: https://doi.org/10.1080/00913367.1990.10673191
- Okorie, N. (2012), “Multiple Uses of Celebrities in Brand Promotion: An Experimental Investigationâ€, Journalism and Communication, 7(2), 51-58.
- Opuni, F., Asiedu, K. & Acheampong, I. (2014), “The Effect of Celebrity Endorsement on Product Purchase: The Case of Fan Milk, Fan Yogo, Special Ice Mineral Water and Root Extra Beerâ€, International Journal of Global Business,7(2), 34-56.
- Petty, R., Cacioppo, J. & Schumann, D. (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementâ€, Journal of Consumer Research, 10(2), 35-146. https://doi.org/10.1086/208954 DOI: https://doi.org/10.1086/208954
- Ravi, K. & Saxena, R. (2015), “Celebrity Star Association for Tacit Endorsement of Brands in Entertainment Context - An Experimental Studyâ€, Asia Pacific Journal of Management & Entrepreneurship Research, 4(1), 67-88.
- Reeves, S. (2012),The Impact of Global Consumer Culture on Cultural Values Portrayed in Print Advertising in Japanese and American Magazines, Master of Arts in Communications, University of Hawai ‘I at MÄnoa.
- Roy, S., Guha, A. & Biswas, A. (2015), “Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruencyâ€, Marketing Letters, 26(3), 363-376. https://doi.org/10.1007/s11002-015-9354-1 DOI: https://doi.org/10.1007/s11002-015-9354-1
- Roy, S., Jain, V. & Rana, P. (2013), “The moderating role of consumer personality and source credibility in celebrity endorsementsâ€, Asia-Pacific Journal of Business Administration, 5(1), 72-88. https://doi.org/10.1108/17574321311304549 DOI: https://doi.org/10.1108/17574321311304549
- Samat, M., Hashim, H. &Yusoff, R. (2014), “Endorser Credibility and Its Influence on the Attitude toward Social Media Advertisement in Malaysia, Society of Interdisciplinary Business Research, 4(1), 144-158.
- Sassenberg, A., Verreynne, M. & Morgan, M. (2012), “A Sport Celebrity Brand Image: A Conceptual Modelâ€, International Journal of Organisational Behaviour, 17(2), 108-121.
- Schlachte, C. (2014), Social Capital and Social Media: The Effects of Facebook Use on Social Capital and Perceived Community Involvement, Master of Arts, Boston University.
- Sridevi, J. (2012), “Effectiveness of Celebrity Endorsement in Brand Recall and Brand Recognitionâ€, Zenith International Journal of Business Economics & Management Research, 2(5), 203-209.
- Subhadip, R. (2012), “To Use the Obvious Choice: Investigating the Relative Effectiveness of an Overexposed Celebrityâ€, Journal of Research for Consumers, 22, 41-69.
- Tripp, C., Jensen, T. & Carlson, L. (1994), “The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentionsâ€, Journal of Consumer Research, 20(4), 535-547. https://doi.org/10.1086/209368 DOI: https://doi.org/10.1086/209368
- Williams, J. & Chinn, S. (2010), “Meeting Relationship-Marketing Goals through Social Media: A Conceptual Model for Sport Marketersâ€, International Journal of Sport Communication, 3(4), 422-437. https://doi.org/10.1123/ijsc.3.4.422 DOI: https://doi.org/10.1123/ijsc.3.4.422
- Wilson, R. & Till, B. (2011), “Product placements in movies and on Broadwayâ€, International Journal of Advertising, 30(3), 373-398. https://doi.org/10.2501/IJA-30-3-373-398 DOI: https://doi.org/10.2501/IJA-30-3-373-398
- Yee, K. & Yazdanifard, R. (2013), “The Review of the Most Recent New Technologies that Changed the Face of Marketing Drasticallyâ€, International Journal of Economy, Management and Social Sciences, 2(10), 820-823.
- Zipporah, M. & Mberia, H. (2014), “The Effects of Celebrity Endorsement in Advertisementsâ€, International Journal of Academic Research in Economics and Management Sciences, 3(5), 178-188. https://doi.org/10.6007/IJAREMS/v3-i5/1250 DOI: https://doi.org/10.6007/IJAREMS/v3-i5/1250
References
Abdussalam, P. (2014),“Celebrity Advertisement: Key to Marketing Successâ€, Indian Journal of Commerce & Management Studies, 5(1), 78-82.
Al-Ahmadi, H. (2011) “Challenges facing women leaders in Saudi Arabiaâ€, Human Resource Development International, 14(2), 149-166. https://doi.org/10.1080/13678868.2011.558311 DOI: https://doi.org/10.1080/13678868.2011.558311
Arora, A. &Sahu, K. (2013) “Celebrity Endorsement: An Effective Marketing Toolâ€, International Journal of Management Prudence, 5(2), 27-32.
Atay, E. (2011) “Celebrity Endorsements and Advertising Effectiveness: The Importance of Value Congruenceâ€, Ph.D., University of Oregon.
Ayite, M. (2014), Customers’ Perceptions of American and Japanese Products in France Related to Cross- Cultural Miscommunications. Ph.D., North central University.
Barhemmati, N. & Ahmad, A. (2015), “Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagementâ€, Journal of Advanced Management Science, 3(4), 307-311. https://doi.org/10.12720/joams.3.4.307-311 DOI: https://doi.org/10.12720/joams.3.4.307-311
Bhatt, N., Jayswal, R. & Patel, J. (2013), “Impact of Celebrity Endorser’s Source Credibility on Attitude towards Advertisements and Brandsâ€, South Asian Journal of Management, 20(4), 74-95.
Brock, S. (2013), The Use of Social Media in Purchasing Decisions of Professional African American Women, PhD., Northcentral University.
Bruhn, M., Schoenmueller, V. & Schäfer, D. (2012), “Are social media replacing traditional media in terms of brand equity creation?â€, Management Research Review, 35(9), 770-790. https://doi.org/10.1108/01409171211255948 DOI: https://doi.org/10.1108/01409171211255948
Cavana, R.Y., Delahaye, B.L. & Sekaran, U. (2001), Applied business research: Qualitative and quantitative methods, John Wiley & Sons, Australia.
Chan, K., Leung Ng, Y. & Luk, E. (2013), “Impact of celebrity endorsement in advertising on brand image among Chinese adolescentsâ€, Young Consumers, 14(2), 167-179. https://doi.org/10.1108/17473611311325564 DOI: https://doi.org/10.1108/17473611311325564
Chikandiwa, S., Contogiannis, E. & Jembere, E. (2013), “The adoption of social media marketing in South African banksâ€, European Business Review, 25(4), 365-381. https://doi.org/10.1108/EBR-02-2013-0013 DOI: https://doi.org/10.1108/EBR-02-2013-0013
Choi, S. & Rifon, N. (2012), “It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectivenessâ€, Psychology& Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550 DOI: https://doi.org/10.1002/mar.20550
Chow, Y. (2013), Building Religious Epistemic Capital among Financial Firms: A Study ofMalaysia's Islamic Wall Street. PhD., University of New York.
Cunningham, N. & Bright, L. (2012), “The Tweet Is in Your Court: Measuring Attitude Towards Athlete Endorsements in Social Mediaâ€, International Journal of Integrated Marketing Communications, 4(2), 73-87.
Dom, S., Ramli, H., Chin, A. & Fern, T. (2016), “Determinants of the Effectiveness of Celebrity Endorsement in Advertisementâ€, The Journal of Developing Areas, 50(5), 526-535. https://doi.org/10.1353/jda.2016.0033 DOI: https://doi.org/10.1353/jda.2016.0033
Etikan, I. (2016), “Comparision of Snowball Sampling and Sequential Sampling Techniqueâ€, Biometrics& Biostatistics International Journal, 3(1), 1-2. https://doi.org/10.15406/bbij.2016.03.00055 DOI: https://doi.org/10.15406/bbij.2016.03.00055
Friedman, H. and Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research, 5(19), 63-71.
Gazal, K., Montague, I., Poudel, R. & Wiedenbeck, J. (2016), “Forest Products Industry in a Digital Age: Factors Affecting Social Media Adoptionâ€, Forest Products Journal, 66(5-6), 343-353. https://doi.org/10.13073/FPJ-D-15-00007 DOI: https://doi.org/10.13073/FPJ-D-15-00007
Grainger, J. (2010),Social media and the fortune 500: How the fortune 500 uses, perceives and measures social media as a marketing tool, MBA. University of North Carolina at Chapel Hill.
Hair, J. F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998), Multivariate analysis, New Jersey: Prentice Hall.
Hajli, N. (2014), “A study of the impact of social media on consumersâ€, International Journal of Market Research, 56(3), 387-404. https://doi.org/10.2501/IJMR-2014-025 DOI: https://doi.org/10.2501/IJMR-2014-025
He, W., Shen, J., Tian, X., Li, Y., Akula, V., Yan, G. & Tao, R. (2015), “Gaining competitive intelligence from social media dataâ€, Industrial Management & Data Systems, 115(9), 1622-1636. https://doi.org/10.1108/IMDS-03-2015-0098 DOI: https://doi.org/10.1108/IMDS-03-2015-0098
Hofstede, G. (2011), “Dimensionalizing Cultures: The Hofstede Model in Contextâ€, Online Readings in Psychology and Culture, 2(1), 1-26. https://doi.org/10.9707/2307-0919.1014 DOI: https://doi.org/10.9707/2307-0919.1014
Ilicic, J. & Webster, C. (2015), “Consumer values of corporate and celebrity brand Associationsâ€, Qualitative Market Research: An International Journal, 18(2), 164-187. https://doi.org/10.1108/QMR-06-2013-0037 DOI: https://doi.org/10.1108/QMR-06-2013-0037
Jin, C. (2010), “An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategiesâ€, Journal of Targeting, Measurement and Analysis for Marketing, 18(3-4), 253-261. https://doi.org/10.1057/jt.2010.18 DOI: https://doi.org/10.1057/jt.2010.18
Jin, S. & Phua, J. (2014), “Following Celebrities’ Tweets about Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebritiesâ€, Journal of Advertising, 43(2), 181-195. https://doi.org/10.1080/00913367.2013.827606 DOI: https://doi.org/10.1080/00913367.2013.827606
Kelly, L., Kerr, G. & Drennan, J. (2010),“Avoidance of Advertising in Social Networking Sitesâ€, Journal of Interactive Advertising, 10(2), 16-27. https://doi.org/10.1080/15252019.2010.10722167 DOI: https://doi.org/10.1080/15252019.2010.10722167
Kowalczyk, C. & Royne, M. (2013),“The Moderating Role of Celebrity Worship on Attitudes toward Celebrity Brand Extensionsâ€, The Journal of Marketing Theory and Practice, 21(2), 211-220. https://doi.org/10.2753/MTP1069-6679210206 DOI: https://doi.org/10.2753/MTP1069-6679210206
Liligeto, l., Singh, G. &Naz, R. (2014), “Factors influencing Consumer Perception (CP)towards TV and Newspaper Advertisingâ€, The Journal of Pacific Studies,34(2), 63-85.
Littrell, R. & Bertsch, A. (2013),“UN Millennium Development Goals and gender equality in employment in the Middle Eastâ€, Foresight, 15(4), 249-263. https://doi.org/10.1108/fs-04-2012-0024 DOI: https://doi.org/10.1108/fs-04-2012-0024
Maldonado, C. (2011), “The Effect of Cultural Orientation on Advertising Effectiveness. A Comparison among Americans, Mexican-Americans, and Mexicansâ€, Academy of Marketing Studies Journal, 15(Special Issue), 83-95.
Maoyan, Zhujunxuan & Sangyang (2014), “Consumer Purchase Intention Research Based onSocial Media Marketingâ€, International Journal of Business and Social Science, 5(10), 92-97.
Moedu.gov.bh. (2018). [online] Available at: http://www.moedu.gov.bh/hec/page.aspx?page_key=HEIs-Statistics&lang=ar [Accessed 8 Sep. 2018].
Mohd Suki, N. (2014), “Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?â€, Journal of Islamic Marketing, 5(2), 227-240. https://doi.org/10.1108/JIMA-04-2013-0024 DOI: https://doi.org/10.1108/JIMA-04-2013-0024
Nekatibebe, T. (2012), Evaluating the Impact of Social Media on Traditional Marketing. BBA. Helsinki Metropolia University of Applied Sciences.
Neumayer, C. & Rossi, L. (2016), “15 Years of Protest and Media Technologies Scholarship: A Sociotechnicalm Timelineâ€, Social Media + Society, 2(3), 1-13. https://doi.org/10.1177/2056305116662180 DOI: https://doi.org/10.1177/2056305116662180
Ohanian, R. (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractivenessâ€, Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191 DOI: https://doi.org/10.1080/00913367.1990.10673191
Okorie, N. (2012), “Multiple Uses of Celebrities in Brand Promotion: An Experimental Investigationâ€, Journalism and Communication, 7(2), 51-58.
Opuni, F., Asiedu, K. & Acheampong, I. (2014), “The Effect of Celebrity Endorsement on Product Purchase: The Case of Fan Milk, Fan Yogo, Special Ice Mineral Water and Root Extra Beerâ€, International Journal of Global Business,7(2), 34-56.
Petty, R., Cacioppo, J. & Schumann, D. (1983), “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvementâ€, Journal of Consumer Research, 10(2), 35-146. https://doi.org/10.1086/208954 DOI: https://doi.org/10.1086/208954
Ravi, K. & Saxena, R. (2015), “Celebrity Star Association for Tacit Endorsement of Brands in Entertainment Context - An Experimental Studyâ€, Asia Pacific Journal of Management & Entrepreneurship Research, 4(1), 67-88.
Reeves, S. (2012),The Impact of Global Consumer Culture on Cultural Values Portrayed in Print Advertising in Japanese and American Magazines, Master of Arts in Communications, University of Hawai ‘I at MÄnoa.
Roy, S., Guha, A. & Biswas, A. (2015), “Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruencyâ€, Marketing Letters, 26(3), 363-376. https://doi.org/10.1007/s11002-015-9354-1 DOI: https://doi.org/10.1007/s11002-015-9354-1
Roy, S., Jain, V. & Rana, P. (2013), “The moderating role of consumer personality and source credibility in celebrity endorsementsâ€, Asia-Pacific Journal of Business Administration, 5(1), 72-88. https://doi.org/10.1108/17574321311304549 DOI: https://doi.org/10.1108/17574321311304549
Samat, M., Hashim, H. &Yusoff, R. (2014), “Endorser Credibility and Its Influence on the Attitude toward Social Media Advertisement in Malaysia, Society of Interdisciplinary Business Research, 4(1), 144-158.
Sassenberg, A., Verreynne, M. & Morgan, M. (2012), “A Sport Celebrity Brand Image: A Conceptual Modelâ€, International Journal of Organisational Behaviour, 17(2), 108-121.
Schlachte, C. (2014), Social Capital and Social Media: The Effects of Facebook Use on Social Capital and Perceived Community Involvement, Master of Arts, Boston University.
Sridevi, J. (2012), “Effectiveness of Celebrity Endorsement in Brand Recall and Brand Recognitionâ€, Zenith International Journal of Business Economics & Management Research, 2(5), 203-209.
Subhadip, R. (2012), “To Use the Obvious Choice: Investigating the Relative Effectiveness of an Overexposed Celebrityâ€, Journal of Research for Consumers, 22, 41-69.
Tripp, C., Jensen, T. & Carlson, L. (1994), “The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentionsâ€, Journal of Consumer Research, 20(4), 535-547. https://doi.org/10.1086/209368 DOI: https://doi.org/10.1086/209368
Williams, J. & Chinn, S. (2010), “Meeting Relationship-Marketing Goals through Social Media: A Conceptual Model for Sport Marketersâ€, International Journal of Sport Communication, 3(4), 422-437. https://doi.org/10.1123/ijsc.3.4.422 DOI: https://doi.org/10.1123/ijsc.3.4.422
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