Effects of Celebrity, Social Media Influencer, and Peer Endorsements on Consumer Responses Toward a Celebrity-owned Brand: The Role of Source Credibility and Congruency
WCBT Faculty Publications
Part of the Business Commons
Works by Jo-Yun Li in Business
2022
Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand: the role of source credibility and congruency
Shiyun (Chloe) Tian
