Document Type
Peer-Reviewed Article
Publication Date
2022
Abstract
Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements, suggesting a close examination about the reliability and robustness of celebrity endorsements is needed. This study conducted a p-curve analysis among two sets of published studies based on different comparison groups (celebrity endorsements vs. no celebrity endorsement; celebrity endorsements vs. noncelebrity endorsements) to investigate if both sets of studies contain an evidential value. The significantly right-skewed p curve suggests that both sets of published studies have some integrity. However, the studies that compared celebrity endorsements with no celebrity endorsements showed low statistical power. Theoretical and methodological implications for celebrity endorsement research were discussed.
Recommended Citation
Tian, S., Sun, R., Huang, Q., & Petit, J. (2022). Quantifying the evidential value of celebrity endorsement: A p-curve analysis. International Journal of Communication, 16, 22.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Comments
Licensed under the Creative Commons Attribution Non-commercial No Derivatives