A study or paper · 2015 · Marketing
The failing endorsement
Evidence that the value of a celebrity endorsement falls when the audience suspects the relationship is a transaction.
The parasocial bond is doing the work, which means the suspicion destroys the asset. This is why an advert that says 'I love this' from somebody you follow is worth less than the same advert from a stranger: the transaction has to stay invisible.
This entry is real. The citation has not been checked by a human yet — treat the date as approximate until it is.
Also in this section
The priest100 · A mechanism or tacticBinding1438 · A mechanism or tacticThe trading stamp1880 · A mechanism or tacticThe landlord1900 · A mechanism or tacticThe teacher1900 · A mechanism or tacticThe transfer1900 · A mechanism or tactic
Timelines this appears in