Celebrity Endorsement on Social Networks Sites: Impact of His/Her Credibility and Congruence with the Endorsed Product, on the Consumer's Information Adoption and Dissemination

Nadia Ben Halima, Hamida Skandrani, Nawel Ayadi. Celebrity Endorsement on Social Networks Sites: Impact of His/Her Credibility and Congruence with the Endorsed Product, on the Consumer's Information Adoption and Dissemination. In Rim Jallouli, Osmar R. Zaïane, Mohamed Anis Bach Tobji, Rym Srarfi Tabbane, Anton Nijholt, editors, Digital Economy. Emerging Technologies and Business Innovation - Second International Conference, ICDEc 2017, Sidi Bou Said, Tunisia, May 4-6, 2017, Proceedings. Volume 290 of Lecture Notes in Business Information Processing, pages 3-14, Springer, 2017. [doi]