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effectiveness of celebrity endorsement
Do advertisements that use celebrities work well?
"celebrity endorsements" AND consumer behavior
celebrity endors* AND (consumer behavior OR marketing)
Gong, W., & Li, X. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34, 720-732. doi:10.1002/mar.21018
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