Effect of Celebrity Endorsements and Social Media Influencers on Brand Loyalty
conference contributionposted on 18.05.2021, 16:18 authored by Dhruv Saini, Megha Sharma, Sharad Gupta
This research compares the use of celebrity endorsement and social media influencers for enhancing the brand loyalty of the consumers. The study aims at evaluating if brand image acts as a mediator. The study aims to compare which among the two - celebrity endorsement and social media influencers, has a greater impact on brand loyalty of the consumers.