Effects of Word of Mouth and Celebrity Advertisement Under the Internet Era

DOI

10.2991/978-2-494069-97-8_80How to use a DOI?

Keywords

Advertisement; Internet; Effect

Abstract

This paper analyses the effect of word of mouth in the internet era and how celebrity endorsement affects it. We will also focus on other key parts of this topic including impulse consumption, buying intention due to many factors, and advertisement effectiveness. This paper included studies that indicated the effect of celebrity endorsements in advertisements has a significant impact on customers’ intentions, factors attributing to customers’ buying intentions.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hao Wu
AU  - Yiwen Gao
AU  - Zhenting Lei
PY  - 2023
DA  - 2023/02/13
TI  - Effects of Word of Mouth and Celebrity Advertisement Under the Internet Era
BT  - Proceedings of the 2022 4th International Conference on Literature, Art and Human Development (ICLAHD 2022)
PB  - Atlantis Press
SP  - 631
EP  - 637
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-97-8_80
DO  - 10.2991/978-2-494069-97-8_80
ID  - Wu2023
ER  -