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Endorsement Effectiveness of Celebrities Versus Social Media Influencers in the Materialistic Cultural Environment of India

Lookup NU author(s): Dr Saurabh Bhattacharya


The full text of this item is currently under embargo and cannot be made publicly available until 14/01/2022.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Publication type: Article

Publication status: Published

Journal: Journal of International Consumer Marketing

Year: 2021

Volume: 33

Issue: 3

Pages: 280-302

Online publication date: 14/07/2020

Acceptance date: 19/06/2020

Date deposited: 28/06/2020

ISSN (print): 0896-1530

ISSN (electronic): 1528-7068

Publisher: Taylor and Francis


DOI: 10.1080/08961530.2020.1786875


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