Social media influencer in advertising: the role of attractiveness, expertise and trustworthiness

• Main Authors: Brahim Chekima, Fatima Zohra Chekima, Azaze Azizi Abdul Adis
• Format: Article
• Language: English; English
• Published: The Asian Institute of Research 2020
• Subjects: H Social Sciences (General); HB Economic theory. Demography
• Online Access: https://eprints.ums.edu.my/id/eprint/27119/1/Social%20media%20influencer%20in%20advertising.pdf; https://eprints.ums.edu.my/id/eprint/27119/2/Social%20media%20influencer%20in%20advertising1.pdf; https://eprints.ums.edu.my/id/eprint/27119/; https://abd88079-bdc5-4274-9638-f3715aab13b0.filesusr.com/ugd/ed8b62_bb2c60bba9e843caa60be20f397cb37f.pdf

The cosmetic industry has shown rapid growth worldwide and is seen as a profitable business yet highly competitive. A popular grab-attention strategy being adopted worldwide by the brand manufacturers is celebrity endorsement to improve the effectiveness of the advertisement. Despite its popularity,...