Does only religiosity matter in celebrity endorsement and advertising effectiveness? evidence from the tourism sector/ Nor Faiz Azizan ... [et al.]

• Main Authors: Azizan, Nor Faiz, Adha Hafit, Nor Intan, Zainudin, Anizah, Mohd, Rohani, Kamaruddin, Badrul Hisham
• Format: Article
• Language: English
• Published: Universiti Teknologi MARA Selangor 2022
• Subjects: Religious Education; Travel and state. Tourism; Advertising
• Online Access: https://ir.uitm.edu.my/id/eprint/74829/1/74829.pdf; https://ir.uitm.edu.my/id/eprint/74829/; https://myjms.mohe.gov.my/index.php/JEEIR

Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion...