Please use this identifier to cite or link to this item: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/8298
Title: Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis
Other Titles: International Journal of Communication
Authors: Tian, Shiyun
Sun, Ruoyu
Huang, Qian
Petit, John
Keywords: celebrety
value
evidential
Issue Date: 2022
Publisher: Communication and Society
Citation: Tian, S., Sun, R., Huang, Q., and Petit, J. (2022). Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis. International Journal Of Communication, 16, 22. https://ijoc.org/index.php/ijoc/article/view/15570/3819
Abstract: Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements, suggesting a close examination about the reliability and robustness of celebrity endorsements is needed. This study conducted a p-curve analysis among two sets of published studies based on different comparison groups (celebrity endorsements vs. no celebrity endorsement; celebrity endorsements vs. noncelebrity endorsements) to investigate if both sets of studies contain an evidential value. The significantly right-skewed p curve suggests that both sets of published studies have some integrity. However, the studies that compared celebrity endorsements with no celebrity endorsements showed low statistical power. Theoretical and methodological implications for celebrity endorsement research were discussed.
URI: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/8298
ISSN: 1932-8036
Appears in Collections:Documentos internacionales sobre libertad de expresión y derechos conexos

Files in This Item:
File Description SizeFormat 
Quantifying the evidential.pdfQuantifying the evidential748,49 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.