Endorsement Effectiveness of Celebrities versus Social Media Influencers in the Materialistic Cultural Environment of India

In this article, we explore the relative endorsement effectiveness of mainstream celebrities versus social media influencers in the materialistic cultural environment of India. Based on three studies across two product categories, our findings suggest that mainstream celebrities were more effective endorsers than social media influencers in both a celebrity-product congruent and incongruent condition. Endorsement effectiveness was explained by...