Effects of Word of Mouth and Celebrity Advertisement Under the Internet Era
Authors
Hao Wu1, *, Yiwen Gao2, Zhenting Lei3
1Fairmont Preparatory Academy, Anaheim, 92801, USA
2Art & Science, University of Toronto, Toronto, M5S, Canada
3University of Texas at Austin, Austin, 78705, USA
*Corresponding author.
Email: Tiantian20060120@gmail.com
Corresponding Author
Hao Wu
Available Online 13 February 2023.
- 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.
Cite this article
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 -