Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit
Slide 1. The article titled “Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit” by Alexander P. Schouten, Loes Janssen, and Maegan Verspaget examines the effectiveness of celebrity endorsements compared to influencer endorsements in advertising. Slide 2. The purpose of the study is presented on