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Título : Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis
Otros títulos : International Journal of Communication
Autor : Tian, Shiyun
Sun, Ruoyu
Huang, Qian
Petit, John
Palabras clave : celebrety
value
evidential
Fecha de publicación : 2022
Editorial : Communication and Society
Citación : 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
Resumen : 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
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