Celebrity endorsement Archive
Comfort Creators: Gender, Parasocial Relationships, and Emotional Labor
Jessica Maddox, “Comfort Creators: Gender, Parasocial Relationships, and Emotional Labor.” Paper accepted to the Popular Culture Association annual conference, Atlanta, Georgia, April 2026. Abstract: Comfort media has emerged as a […]
The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism.
Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N = 303) examined the effects of […]