Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities

Business & Economics

• Brand Image 2%
• Celebrity 70%
• Celebrity Endorsement 3%
• China 1%
• Communication 1%
• Communication Strategies 3%
• Confidence 2%
• Congruence 2%
• Consumer Perceptions 2%
• Design Methodology 1%
• Endorsements 15%
• Evaluation 1%
• Experiment 1%
• Expertise 2%
• Exploratory Study 49%
• Marketing Communications 5%
• Median 2%
• Methodology 1%
• Product Category 2%
• Product Endorsement 100%
• Purchase Intention 2%
• Qualitative Study 2%
• Sample Size 3%
• Small Sample 2%
• Survey Methodology 3%

Social Sciences

• China 1%
• communications 8%
• confidence 1%
• evaluation 1%
• experience 0%
• experiment 1%
• expertise 1%
• interview 1%
• literature 1%
• market 2%
• marketing 3%
• methodology 2%
• popularity 4%
• purchase 2%
• VIP 64%