“Brain Damaged” Celebrity Followers: an Exploration of the Effect of Celebrity’S Brand Endorsement on Followers’ Social Media Engagement

The current research explores the impact of celebrity’s brand-related posts on followers’ social media engagement. We find that brand endorsement types in celebrity’s social media post impacts their fans’ engagement behaviors (i.e. likes, comments, and shares) differently.



Citation:

Mei Huang, Xiaodan zhang, Fang Wan, and Yifan Chen (2020) ,"“Brain Damaged” Celebrity Followers: an Exploration of the Effect of Celebrity’S Brand Endorsement on Followers’ Social Media Engagement", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1186-1186.

Authors

Mei Huang, Xihua University
Xiaodan zhang, Peking University, China
Fang Wan, University of Manitoba, Canada
Yifan Chen, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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