Self-enhancing or self-deprecating: How can celebrity endorsement enhance the marketing effectiveness of advertisements in social media
HUANG Minxue1,YAO Shunyu1(),LIU Maohong2
1 Department of Marketing and Tourism Management, Economics and Management School, Wuhan University, Wuhan 430072, China
2 Management School, Wuhan University of Science and Technology, Wuhan 430081, China
HUANG Minxue, YAO Shunyu, LIU Maohong. (2018). Self-enhancing or self-deprecating: How can celebrity endorsement enhance the marketing effectiveness of advertisements in social media. Acta Psychologica Sinica, 50(8), 907-919.