Por favor, use este identificador para citar o enlazar este ítem: https://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/8298
Registro completo de metadatos
Campo DC Valor Lengua/Idioma
dc.contributor.authorTian, Shiyun-
dc.contributor.authorSun, Ruoyu-
dc.contributor.authorHuang, Qian-
dc.contributor.authorPetit, John-
dc.date.accessioned2024-11-11T15:37:05Z-
dc.date.available2024-11-11T15:37:05Z-
dc.date.issued2022-
dc.identifier.citationTian, 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/15570/3819es_ES
dc.identifier.issn1932-8036-
dc.identifier.urihttps://repositorio.consejodecomunicacion.gob.ec//handle/CONSEJO_REP/8298-
dc.description.abstractCelebrity 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.es_ES
dc.language.isoenes_ES
dc.publisherCommunication and Societyes_ES
dc.subjectcelebretyes_ES
dc.subjectvaluees_ES
dc.subjectevidentiales_ES
dc.titleQuantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysises_ES
dc.title.alternativeInternational Journal of Communicationes_ES
dc.typeArticlees_ES
Aparece en las colecciones: Documentos internacionales sobre libertad de expresión y derechos conexos

Ficheros en este ítem:
Fichero Descripción Tamaño Formato  
Quantifying the evidential.pdfQuantifying the evidential748,49 kBAdobe PDFVisualizar/Abrir


Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.