Social media influencer or traditional celebrity? Moderational analysis on the relationship between endorser type and endorsement effectiveness.
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| Title: | Social media influencer or traditional celebrity? Moderational analysis on the relationship between endorser type and endorsement effectiveness. |
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| Authors: | Chen CY; Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan., Lin YH; Master Program of Sport Facility and Health Promotion, National Taiwan University, Taipei, Taiwan., Yeh TY; Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan., Chou YL; Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan., Yeh TL; Department of Health, Exercise Science, and Recreation Management, University of Mississippi, Oxford, Mississippi, United States of America. |
| Source: | PloS one [PLoS One] 2025 Jul 01; Vol. 20 (7), pp. e0326911. Date of Electronic Publication: 2025 Jul 01 (Print Publication: 2025). |
| Publication Type: | Journal Article |
| Journal Info: | Publisher: Public Library of Science Country of Publication: United States NLM ID: 101285081 Publication Model: eCollection Cited Medium: Internet ISSN: 1932-6203 (Electronic) Linking ISSN: 19326203 NLM ISO Abbreviation: PLoS One Subsets: MEDLINE |
| Database: | MEDLINE Ultimate |
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| ISSN: | 1932-6203 |
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| DOI: | 10.1371/journal.pone.0326911 |
