This article reviews 10 techniques used to identify opinion leaders to promote behavior
change. Opinion leaders can act as gatekeepers for interventions, help change social …

Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …

Purpose Advertisers use various tactics to influence consumer purchases and create
positive associations with their brands. The purpose of this study is to explore the formation …

This study provides a quantitative summary of the relationship between celebrity endorser
source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is …

Purpose–Does celebrity endorsement work and how does it work among adolescents? This
article aims to identity attributes of celebrity endorsers and attributes of celebrity …

Celebrities have always generated fascination and admiration across cultures, thus it is no
surprise that celebrity culture and fame have received widespread attention by scholars …

Using celebrities to promote products is a popular advertising technique around the world.
However, little is known about how the implementation of celebrity endorsement varies …

Names: Yesiloglu, Sevil, editor.| Costello, Joyce, editor. Title: Influencer marketing: building
brand communities and engagement/edited by Sevil Yesiloglu and Joyce Costello …

Advertisements containing product endorsements by a third-party organization (TPO),
product endorsements by a celebrity, or no endorsement were compared for their ability to …

Purpose–Celebrity endorsement is one of the most popular forms of marketing, and this
study aims to suggest that celebrity endorsement should be considered as a brand alliance …