Use of celebrity and non-celebrity persons in B2B advertisements: Effects on attention, recall, and hedonic and utilitarian attitudes

2019/02/19 by Jodie L. Ferguson, Mayoor Mohan · 3 citations
Business, Management and Accounting · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Media, Gender, and Advertising

paper · doi:10.1016/j.indmarman.2019.02.003

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• The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping – celebrity endorsement as a moderating factor
• Gender Selection Dilemma in Fast Moving Consumer Goods (FMCG) Advertising: Insights from Eye- Tracking Research. [europepmc]