Marketing

Product (mathematics)

Biology

Identification (biology)

Source credibility

Botany

Business

Advertising

Mathematics

Political science

Geometry

Credibility

International Journal of Advertising

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...

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