Role of celebrities in creating brand advocacy: An analysis of social media users in Pakistan
The purpose of this research study is to investigate the role of celebrities in creating brand advocacy for mobile phones amongst social media users of Pakistan. The role of celebrities has been tested through the constructs of celebrity attractiveness, trustworthiness and expertise while brand trus...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Business Administration
2022-12-01
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| Series: | Business Review |
| Subjects: | |
| Online Access: | https://ir.iba.edu.pk/businessreview/vol17/iss2/5/ |