Social Media and Celebrity Endorsement: How Social Connections Can Impact Endorsement Effectiveness

The rise of social media marketing communications has altered the communication between consumers and celebrities. The current research shows that platforms which connect individuals conversationally (e.g., Twitter) enhance feelings of social connection and similarity, which in turn enhance perceptions for celebrity endorsed brands, even in the face of negative publicity.


Lea Dunn, JoAndrea Hoegg, and Abhishek Borah (2016) ,"Social Media and Celebrity Endorsement: How Social Connections Can Impact Endorsement Effectiveness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 231-235.


Lea Dunn, University of Washington, USA
JoAndrea Hoegg, University of British Columbia, Canada
Abhishek Borah, University of Washington, USA


NA - Advances in Consumer Research Volume 44 | 2016

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