Do Celebrity Endorsements Matter? A Twitter Experiment Promoting Vaccination in Indonesia
Do Celebrity Endorsements Matter? A Twitter Experiment Promoting Vaccination in Indonesia
About this item
Full title
Do Celebrity Endorsements Matter? A Twitter Experiment Promoting Vaccination in Indonesia
Author / Creator
Journal title
The Economic journal (London), 2024-03, Vol.134 (659), p.913-933
Language
English
Formats
More information
Scope and Contents
Contents
Do celebrity endorsements matter? And if so, how can celebrities communicate effectively? We conduct a nationwide Twitter experiment in Indonesia promoting vaccination. Celebrity messages are 72% more likely to be passed on or liked than similar messages without a celebrity’s imprimatur. In total, 66% of the celebrity effect comes from authorship,...
Alternative Titles
Full title
Do Celebrity Endorsements Matter? A Twitter Experiment Promoting Vaccination in Indonesia
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1093_ej_uead102
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1093_ej_uead102
Other Identifiers
ISSN
0013-0133
E-ISSN
1468-0297
DOI
10.1093/ej/uead102
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