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Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity
Zhu, Haiyun;
Kim, Mikyoung
; Choi, Yung Kyun
Article
Issue Date
2022
Citation
INTERNATIONAL JOURNAL OF ADVERTISING, v.41, no.5, pp.948 - 969
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
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Kim, Mikyoung
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ATTRACTIVENESS
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brand familiarity
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celebrity endorser
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CONGRUENCE
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EMPIRICAL-EXAMINATION
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KNOWLEDGE
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message appeal
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