From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness

  title={From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness},
  author={S. Kapitan and D. Silvera},
  journal={Marketing Letters},
We propose that attributions about an endorser truly liking, using, or desiring a promoted product mediate the relationship between source and message factors and persuasion via endorsement. In this paper, we integrate the persuasion literature into a framework for examining endorser effectiveness via focus factors (e.g., involvement, cognitive load) that determine whether a consumer thinks carefully or superficially about a message, and lead consumers to rely on different source and message… Expand
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