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International Journal of Advertising

The Review of Marketing Communications

Volume 43, 2024 - Issue 5: Advertising in the Era of Digital Media Evolution

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Do celebrities in advertisements matter? Familiar endorsers as an accelerator of gestural cues of persuasion

Makoto Onoa School of Global Japanese Studies, Meiji University, Tokyo, JapanCorrespondence[email protected]
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Akinori Onob Faculty of Business and Commerce, Keio University, Tokyo, JapanView further author information

Pages 904-929 | Received 17 Feb 2023, Accepted 08 Mar 2024, Published online: 02 Apr 2024

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https://doi.org/10.1080/02650487.2024.2332107
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