Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the...