Article Details
  • Published Online:
    November  2021
  • Product Name:
    The IUP Journal of Marketing Management
  • Product Type:
    Article
  • Product Code:
    IJMM081121
  • Author Name:
    Bharathi S Gopal
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    20
Volume 20, Issue 4, November 2021
Conceptual Model Development for Celebrity Endorsement in Social Advertising: The Case of Source Credibility and Celebrity-Fan Relationship
Abstract

The influence of the famous is a widely researched topic. It is equally a sure-shot success formula for marketers selling clothes, cement, life insurance, cars, electronic gadgets, seeking political endorsement, and a plethora of consumption choices.

Introduction

In October 2021, 46-year-old Kannada film actor Puneeth Rajkumar breathed his last. While his fans, moviegoers and stalwarts from across different walks of life were shocked, his family donated his eyes to fulfil his last wishes.