Credibility of a peer endorser and advertising effectiveness

By Juha Munnukka, O. Uusitalo, H. Toivonen. 2016

276 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing (2020, methodology): “IC was measured using an eleven-item, seven-point Likert scale adapted from existing scales (Morimoto & La Ferle, 2008; Munnukka et al., 2016; Ohanian, 1990).”
THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION (2019, background): “As stated by Munukka et al. (2016), an influencer could evaluate a product that consumers would admire, encouraging them to purchase it.”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “This also implies that source credibility, attractiveness, trustworthiness, familiarity, and objectivity are critical in evaluating the kind of information put out to the public domain (Ilicic & Webster, 2015; Munnukka et al., 2016; Samu & Wymer, 2014).”