@incollection{,
	
					
					
					114A57046DD2C47D6002CB29315F9D08
				,
	author={{H.M.U.S.R.Samarasinghe} and {Sri Lanka Institute of Information Technology }},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1812534
}

@incollection{b0,
	
	
		,
	title={{The Economic Worth of Celebrity Endorsers: An Event Analysis}}
		,
	author={{
			JAgrawal
		} and {
			WAKamakura
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			59
			3
			
			,
	year={1995. July}
		
	

}

@incollection{b1,
	
	
		,
	title={{The Power of Celebrity Endorsement in Brand Choice Behaviour}}
		,
	author={{
			SAlsmadi
		}}
	
	
		,
	journal={{Journal of Accounting Business and Management}}
		
			1
			2
			
			,
	year={2006}
		
	

}

@incollection{b2,
	
	
		,
	title={{Role of Celebrity endorsement and consumer's perception towards media advertisements}}
		,
	author={{
			AArwan
		}}
	
	
		,
	booktitle={{New Media and Mass Communication}}
				
			,
	year={2015}
			35
			
		
	

}

@incollection{b3,
	
	
		,
	title={{Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions}}
		,
	author={{
			RPBagozzi
		} and {
			YYi
		}}
		
	
	
		,
	journal={{Journal of Applied Psychology}}
		
			
			,
	year={1990}
		
	

}

@incollection{b4,
	
	
		,
	title={{Assessing construct validity in organizational research}}
		,
	author={{
			RPBagozzi
		} and {
			YYi
		} and {
			LWPhillips
		}}
		
		
	
	
		,
	journal={{Administrative Science Quarterly}}
		
			36
			3
			
			,
	year={1991}
		
	

}

@incollection{b5,
	
	
		,
	title={{The impact of physically attractive models on advertising evaluations}}
		,
	author={{
			MJBaker
		} and {
			GAChurchill
		}}
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			14
			4
			
			,
	year={1977. November}
		
	

}

@book{b6,
	
	
		,
	title={{An Intergrated Marketing Communication Perspective. Advertising and Promotion}}
		,
	author={{
			GBelch
		} and {
			MBelch
		}}
		
		
			,
	year={2001}
			,
	publisher={MaGraw-Hill}
			
			,
	address={Boston}
		
	

}

@incollection{b7,
	
	
		,
	title={{Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy}}
		,
	author={{
			PRBerthon
		} and {
			LFPitt
		} and {
			KPlangger
		} and {
			DShapiro
		}}
		
		
		
	
	
		,
	journal={{Business Horizons}}
		
			55
			
			,
	year={2012}
		
	

}

@incollection{b8,
	
	
		,
	title={{Social Network sites: Definition, History and Schorlaship}}
		,
	author={{
			DMBoyd
		} and {
			NBEllison
		}}
		
	
	
		,
	journal={{Journal of Computer Mediated Communication}}
		
			13
			1
			
			,
	year={2007}
		
	

}

@incollection{b9,
	
	
		,
	title={{Athletes as Product Endorsers: The Effect of Gender and Product Relatedness}}
		,
	author={{
			TCBoyd
		} and {
			DSMatthew
		}}
		
	
	
		,
	booktitle={{Sport Marketing Quarterly}}
				
			,
	year={2004}
			13
			
		
	

}

@incollection{b10,
	
	
		,
	title={{The power of a tweet: An exploratory study measuring the female perception of celebrity endorsements on twitter}}
		,
	author={{
			LBright
		} and {
			NCunningham
		}}
		
	
	
		,
	booktitle={{AMA Summer Educator's Conference Proceedings}}
				
			,
	year={2012}
			
		
	

}

@incollection{b11,
	
	
		,
	title={{To tweet or not to tweet: The effects of Social Media Endorsements on Sport Brands and Athlete Endorsers}}
		,
	author={{
			NTBrison
		} and {
			KKByon
		} and {
			IiiBaker
		} and {
			TA
		}}
		
		
		
	
	
		,
	journal={{Innovation}}
		
			18
			3
			
			,
	year={2016}
		
	

}

@book{b12,
	
	
		,
	author={{
			ABryman
		} and {
			EBell
		}}
		
		,
	title={{Business Research Methods}}
				
			,
	publisher={Oxford University Press}
			,
	year={2011}
		
	

}

@incollection{b13,
	
	
		,
	title={{The Unwillingness-To-Communicate Scale: Development and Validation}}
		,
	author={{
			JKBurgoon
		}}
	
	
		,
	journal={{Communication Monographs}}
		
			
			,
	year={1976}
		
	

}

@book{b14,
	
	
		,
	title={{Methods as diluting trait relationships rather than adding irrelevant systematic variance}}
		,
	author={{
			DTCampbell
		} and {
			EJConnell
		}}
		
		
			,
	year={1982}
			,
	publisher={Jossey-Bass}
			,
	address={San Francisco}
		
	

}

@incollection{b15,
	
	
		,
	title={{The self generated validity of emasured purchase intentions}}
		,
	author={{
			PChandon
		} and {
			VMorvitz
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			7
			1
			
			,
	year={2004}
		
	

}

@book{b16,
	
	
		,
	title={{Economic value of celebrity endorsements: Tiger Woods impact on sales of Nike Golf Balls}}
		,
	author={{
			KChung
		} and {
			TDerdenger
		} and {
			KSirinivasa
		}}
		
		
		
			,
	year={2013}
		
	

}

@incollection{b17,
	
	
		,
	title={{}}
	
	
		,
	journal={{Marketing Science}}
		
			
		
	

}

@incollection{b18,
	
	
		,
	title={{Exploring the relationship between celebrity endorser effects and advertising effectiveness}}
		,
	author={{
			AClinton
		} and {
			GHolmes
		} and {
			DStrutton
		}}
		
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			27
			2
			
			,
	year={2008}
		
	

}

@incollection{b19,
	
	
		,
	title={{Understanding method variance in multitrait multirater performance appraisal matrices: Examples using general impressions}}
		,
	author={{
			JMConway
		}}
	
	
		,
	journal={{Human Performance}}
		
			
			,
	year={1991}
		
	

}

@book{b20,
	
	
		,
	title={{Structural equation modeling: Basic concepts and applications in personality assessment research}}
		,
	author={{
			SLCrowley
		} and {
			XFan
		}}
		
		
			,
	year={1997}
			NCBI
			
		
	

}

@incollection{b21,
	
	
		,
	title={{When is Advertising? Comparing responses to nontraditional and tarditional advertising media}}
		,
	author={{
			MDahlen
		} and {
			MEdenius
		}}
		
	
	
		,
	journal={{Journal of Current Issues and Reserach in Advertising}}
		
			29
			1
			
			,
	year={2007}
		
	

}

@incollection{b22,
	
	
		,
	title={{A study on the impact of celebrity endorsed TV commercial on demographic dynamic of attitude}}
		,
	author={{
			KSDash
		} and {
			RDSabat
		}}
		
	
	
		,
	journal={{International Journal of Research in Management}}
		
			2
			2
			
			,
	year={2012}
		
	
	,
	note={Technology}

}

@incollection{b23,
	
	
		,
	title={{Analyzing Social Media Engagement and its Effect on Online Prodcut Purchase Decsion Behavior}}
		,
	author={{
			JDhar
		} and {
			AKJha
		}}
		
	
	
		,
	journal={{Journal of Human Behavior in the Social Environment}}
		
			24
			7
			
			,
	year={2014}
		
	

}

@incollection{b24,
	
	
		,
	title={{Is culture a restraining or a driving force for entrepreneurship in Sri Lanka?}}
		,
	author={{
			DMDissanayake
		} and {
			DMSemasinghe
		}}
		
	
	
		,
	journal={{African Journal of History and Culture}}
		
			
			,
	year={2015}
		
	

}

@incollection{b25,
	
	
		,
	title={{Celebrity Endorsement, Self Brand Connection and Consumer based Brand Equity}}
		,
	author={{
			ADwivedi
		} and {
			LWJohnson
		} and {
			REMcdonald
		}}
		
		
	
	
		,
	journal={{Journal of Product and Brand Management}}
		
			24
			5
			
			,
	year={2015}
		
	

}

@book{b26,
	
	
		,
	title={{Marketing Communications}}
		,
	author={{
			JEgan
		}}
		
			,
	year={2007}
			,
	publisher={Thomas Learning}
			,
	address={London}
		
	

}

@incollection{b27,
	
	
		,
	title={{Brand credibility, brand consideration, and choice}}
		,
	author={{
			TErdem
		} and {
			JSwait
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			31
			1
			
			,
	year={2004}
		
	

}

@incollection{b28,
	
	
		,
	title={{Celebrity Endorsement: A Literature Review}}
		,
	author={{
			ZErdogan
		}}
	
	
		,
	journal={{Journal of Marketing Management}}
		
			15
			4
			
			,
	year={1999}
		
	

}

@incollection{b29,
	
	
		,
	title={{Selecting Celebrity Endorsers: The Practitioner's Perspective}}
		,
	author={{
			ZBErodgan
		} and {
			MJBaaker
		} and {
			STagg
		}}
		
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			41
			
			,
	year={2001}
		
	

}

@incollection{b30,
	
	
		,
	title={{Factors determining the effectiveness of celebrity endorsed advertisments:The case of Nigerian Telecommunication Industry}}
	
	
		,
	journal={{American Journal of Business and Management}}
		
			2
			3
			
			,
	year={2014}
		
	

}

@book{b31,
	
	
		,
	author={{
			NFleck
		} and {
			MKorchia
		} and {
			ILe Roy
		}}
		
		
		,
	title={{Celebrities in Advertising: Looking for Congruence or Likeability? Psychology and Marketing}}
				
			,
	year={2012}
			29
			
		
	

}

@incollection{b32,
	
	
		,
	title={{Does the Celebrity Endorser's Image SpillOver the Product?}}
		,
	author={{
			HHFriedman
		} and {
			LFriedman
		}}
		
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			6
			
			,
	year={1978}
		
	

}

@incollection{b33,
	
	
		,
	title={{The Effectiveness of Advertisements Utilizing Four Types of Endorsers}}
		,
	author={{
			HHFriedman
		} and {
			STermini
		} and {
			RWashington
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			5
			3
			,
	year={1976}
		
	

}

@incollection{b34,
	
	
		,
	title={{The Persuasion Knowledge Model: How people cope with persuasion attempts}}
		,
	author={{
			MFriestad
		} and {
			PWright
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			21
			1
			
			,
	year={1994}
		
	

}

@incollection{b35,
	
	
		,
	title={{Ohanian's Celebrity Endorsers's credibility scale:evaluation and validation in the context of an emerging economy}}
		,
	author={{
			SSGaur
		} and {
			SPTiwari
		} and {
			HBathula
		}}
		
		
	
	
		,
	journal={{International Journal of Indian Culture and Business Management}}
		
			5
			2
			
			,
	year={2012}
		
	

}

@incollection{b36,
	
	
		,
	title={{Consumer trust in B2C e-commerce and the Importance of social presence: experiments in e-products and eservices}}
		,
	author={{
			DGefen
		} and {
			DStraub
		}}
		
	
	
		,
	journal={{Omega}}
		
			32
			6
			
			,
	year={2004}
		
	

}

@incollection{b37,
	
	
		,
	title={{The Impact of Corporate Credibility and celebrity on consumer reaction to advertisements and Brands}}
		,
	author={{
			ERGoldsmith
		} and {
			ABLafferty
		} and {
			JSNewell
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			29
			3
			
			,
	year={2000}
		
	

}

@book{b38,
	
	
		,
	title={{Partial least squares: the better approach to structural equation modeling? Long Range Planning}}
		,
	author={{
			JFHair
		} and {
			CMRingle
		} and {
			MSarstedt
		}}
		
		
		
			,
	year={2012}
			45
		
	

}

@incollection{b39,
	
	
		,
	title={{Influence of celebrity endorsement on consumer purchase intention for existing products}}
		,
	author={{
			SRHassana
		} and {
			HRJamila
		}}
		
	
	
		,
	journal={{Journal of Mangement}}
		
			4
			3
			
			,
	year={2014}
		
	

}

@book{b40,
	
	
		,
	title={{Cultures and Organizations}}
		,
	author={{
			GHHofstede
		} and {
			GJHofstede
		} and {
			MMinkov
		}}
		
		
		
			,
	year={2010}
			,
	publisher={McGraw-Hill}
			,
	address={New York}
		
	

}

@book{b41,
	
	
		,
	author={{
			,Holden
		} and {
			MLynch
		} and {
			P
		}}
		
		
		,
	title={{Marketing Review). Choosing the Appropriate Methodology}}
				
	

}

@incollection{b42,
	
	
		,
	title={{}}
	
	
		,
	journal={{Understanding Research Philosophy. Marketing Review}}
		
			
		
	

}

@incollection{b43,
	
	
		,
	title={{The Effects of Expertise and Physical Attractiveness Upon Opinion Agreement and Liking}}
		,
	author={{
			JNHorai
		} and {
			EFatoullah
		}}
		
	
	
		,
	journal={{Sociometry}}
		
			
			,
	year={1974}
		
	

}

@book{b44,
	
	
		,
	author={{
			OJatto
		}}
		,
	title={{Consumer Attitude towards Celebrity Endorsements on Social Media}}
				
			,
	year={2013}
		
	

}

@incollection{b45,
	
	
		,
	title={{Following celebrities-Tweets about Brands: The impact of Twitter based on electronic word of mouth on Consumers}}
		,
	author={{
			SAJin
		} and {
			JPhua
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			43
			2
			
			,
	year={2014}
		
	

}

@incollection{b46,
	
	
		,
	title={{Qualitative Research Method: Grounded Theory}}
		,
	author={{
			SNKhan
		}}
	
	
		,
	journal={{Journal of Business and Management}}
		
			9
			11
			
			,
	year={2004}
		
	

}

@incollection{b47,
	
	
		,
	title={{Older women's responses to current fashion models}}
		,
	author={{
			JKozar
		} and {
			MLDamhorst
		}}
		
	
	
		,
	journal={{Journal of Fashion Marketing and Management}}
		
			
			,
	year={2008}
		
	

}

@book{b48,
	
	
		,
	title={{}}
		,
	author={{
			XLanluo
		} and {
			JChean
		} and {
			CWhanpark
		}}
		
		
		
			,
	year={2010}
		
	

}

@incollection{b49,
	
	
		,
	title={{}}
	
	
		,
	journal={{Celebrity Enodorsement. Journal of Marketing Research}}
		
			4
			4
			
		
	

}

@incollection{b50,
	
	
		,
	title={{Consumer responses to a firm's endorser (dis)association decisions}}
		,
	author={{
			TALouie
		} and {
			CObermiller
		}}
		
	
	
		,
	journal={{Journal of Advertising}}
		
			31
			4
			
			,
	year={2002}
		
	

}

@book{b51,
	
	
		,
	title={{Marketing research -An applied orientation}}
		,
	author={{
			NMalhotra
		} and {
			SDash
		}}
		
		
			,
	year={2011}
			,
	publisher={Dorling Kindersley}
			,
	address={India}
		
	

}

@book{b52,
	
	
		,
	author={{
			KNMalhotra
		}}
		,
	title={{Marketing Research: An Applied Orientation}}
				New Jersey
		
			,
	publisher={Prentice Hall}
			,
	year={1996}
			2
		
	

}

@incollection{b53,
	
	
		,
	title={{Who is the Celebrity Endorser? Cultural Foundations of the endorsement process}}
		,
	author={{
			GMccraken
		}}
	
	
		,
	journal={{Journal of Consumer Research}}
		
			16
			3
			
			,
	year={1989}
		
	

}

@incollection{b54,
	
	
		,
	title={{Attitudes and Attitude Change}}
		,
	author={{
			WJMcguire
		}}
	
	
		,
	journal={{Handbook of Social Psychology}}
		
			2
			,
	year={1985}
		
	

}

@book{b55,
	
	
		,
	title={{On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research}}
		,
	author={{
			JCMowen
		} and {
			SWBrown
		}}
		
		
			,
	year={1981}
			
		
	

}

@incollection{b56,
	
	
		,
	title={{Consumer's persuasion knowledge and perceived effect about celebrity endorsement advertising}}
		,
	author={{
			KNam
		}}
	
	
		,
	journal={{Social Science Research Review}}
		
			31
			1
			
			,
	year={2015}
		
	

}

@incollection{b57,
	
	
		,
	title={{Construction and Validation of a scale to measure celebrity enodrser's perceived expertise, trustworthiness and attarctiveness}}
		,
	author={{
			ROhanian
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			19
			
			,
	year={1990}
		
	

}

@incollection{b58,
	
	
		,
	title={{Sport heroes as sport product endorsers: The role of gender in the transfer of meaning process for selected undergraduate students}}
		,
	author={{
			TBPeetz
		} and {
			JBParks
		} and {
			NESpencer
		}}
		
		
	
	
		,
	journal={{Sport Marketing Quarterly}}
		
			13
			3
			
			,
	year={2004}
		
	

}

@book{b59,
	
	
		,
	title={{Celebrity Athlete Endorser Effectiveness: Construction and Vlidation of a scale. UNLV Theses, Dissertations, Proffesional Papers and Capstones}}
		,
	author={{
			TBPetez
		}}
		
			,
	year={2012}
		
	

}

@incollection{b60,
	
	
		,
	title={{Elbes Make Good Cookies: Creating Likable Spokes-Character Advertising. Elves Make Good}}
		,
	author={{
			BPhillips
		} and {
			MCalcott
		}}
		
	
	
		,
	journal={{Journal Advertising of Research}}
		
			
			,
	year={1996}
		
	

}

@incollection{b61,
	
	
		,
	title={{Recommendations for Creating Better Concept Definitions in the Organizational, Behavioural, and Social Sciences}}
		,
	author={{
			PMPodsakoff1
		} and {
			SBMackenzie
		} and {
			NPPodsakoff2
		}}
		
		
	
	
		,
	journal={{Organizational Research Methods}}
		
			
			,
	year={2001}
		
	

}

@incollection{b62,
	
	
		,
	title={{The Effect of celebrity endorser's perceived credibility on product purchase intention}}
		,
	author={{
			CPornpitakpan
		}}
	
	
		,
	journal={{Journal of International Consumer Marketing}}
		
			16
			2
			
			,
	year={2004}
		
	

}

@incollection{b63,
	
	
		,
	title={{Conceptualizing and measuring consumer social responsibility: a neglected aspect of consumer research}}
		,
	author={{
			AQuazi
		} and {
			AAmran
		} and {
			MNejati
		}}
		
		
	
	
		,
	journal={{International Journal of Consumer Studies}}
		
			40
			1
			
			,
	year={2015}
		
	

}

@incollection{b64,
	
	
		,
	title={{Brand alliance dependency and exclusivity: An emperical Investigation}}
		,
	author={{
			CSRodrigue
		} and {
			ABiswas
		}}
		
	
	
		,
	journal={{Journal of Product and Brand Mangement}}
		
			13
			4
			
			,
	year={2004}
		
	

}

@incollection{b65,
	
	
		,
	title={{The Benefit of Social media: Buleting Board focus as a tool for co-creation}}
		,
	author={{
			SERolland
		} and {
			GParmentier
		}}
		
	
	
		,
	journal={{International Journal of Market Research}}
		
			55
			6
			
			,
	year={2014}
		
	

}

@incollection{b66,
	
	
		,
	title={{Social Media and Consumer Choice}}
		,
	author={{
			FRonner
		} and {
			HRDe
		}}
		
	
	
		,
	journal={{International Journal of Market Research}}
		
			56
			1
			
			,
	year={2014}
		
	

}

@incollection{b67,
	
	
		,
	title={{Predicting the effectiveness of celebrity endprsemnts using the balance theory}}
		,
	author={{
			SRoy
		} and {
			BGammoh
		} and {
			SBashar
		} and {
			CAnthony
		}}
		
		
		
	
	
		,
	journal={{Journal of Customer Behavior}}
		
			11
			1
			
			,
	year={2012}
		
	

}

@incollection{b68,
	
	
		,
	title={{Determinants influencing consumer's trsut and trsut performance of social commerce and moderating effect of experience}}
		,
	author={{
			KSanghyun
		} and {
			JNMi
		}}
		
	
	
		,
	journal={{Information Technology Journal}}
		
			11
			
			,
	year={2012}
		
	

}

@book{b69,
	
	
		,
	title={{}}
		,
	author={{
			MSaunders
		} and {
			PLewis
		} and {
			AThornhill
		}}
		
		
		
			,
	year={2003}
		
	

}

@book{b70,
	
	
		,
	title={{Research Methods for Business Students}}
		
			,
	publisher={Pearson Education Limited: Harlow}
		
	

}

@book{b71,
	
	
		,
	title={{}}
		,
	author={{
			MSaunders
		} and {
			PLewis
		} and {
			AThornhill
		}}
		
		
		
			,
	year={2012}
		
	

}

@book{b72,
	
	
		,
	title={{Research Methods for Business Students}}
		
			,
	publisher={Pearson Education Limited}
		
	

}

@book{b73,
	
	
		,
	author={{
			USekaran
		} and {
			RBougie
		}}
		
		,
	title={{Research Methods for Business}}
				New Delhi
		
			,
	publisher={Pvt) Ltd}
			,
	year={2009}
		
	
	,
	note={Fifth ed.}

}

@book{b74,
	
	
		,
	author={{
			SPShennan
		}}
		,
	title={{When You Wish Upon a Star}}
				
			,
	year={1985. August 19}
			
		
	

}

@book{b75,
	
	
		,
	title={{Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications}}
		,
	author={{
			TAShimp
		}}
		
			,
	year={2000}
			,
	publisher={Dryden Press}
			,
	address={Texas}
		
	

}

@incollection{b76,
	
	
		,
	title={{Factors predicting the effectiveness of celebrity endorsement advertisements}}
		,
	author={{
			DHSilvera
		} and {
			BAustad
		}}
		
	
	
		,
	journal={{European Journal of Marketing}}
		
			
			,
	year={2004}
		
	

}

@incollection{b77,
	
	
		,
	title={{Impact of celebrity enodrsment on brand equity in cosmetic product}}
		,
	author={{
			SSivasen
		}}
	
	
		,
	journal={{International Journal of Advanced Research in Management and Social Sciences}}
		
			6
			1
			
			,
	year={2013}
		
	

}

@incollection{b78,
	
	
		,
	title={{Impact of Celebrity Endorsement on Brand Equity in Cosmetic Product}}
		,
	author={{
			SSivesan
		}}
	
	
		,
	journal={{International Journal of Advanced Research in Management and Social Sciences}}
		
			2
			4
			
			,
	year={2013. April}
		
	

}

@incollection{b79,
	
	
		,
	title={{Twitter as a Way for Celebrities to Communicate with Fans: Implications for the Study of Parasocial Interaction}}
		,
	author={{
			GStever
		} and {
			KLawson
		}}
		
	
	
		,
	journal={{Journal of Psychology}}
		
			15
			2
			
			,
	year={2013}
		
	

}

@incollection{b80,
	
	
		,
	title={{}}
		,
	author={{
			RSubhadip
		} and {
			BRGammoh
		} and {
			ACKoh
		}}
		
		
	
	
		,
	journal={{Journal of Customer Behavior}}
		
			11
			1
			
			,
	year={2013}
		
	

}

@book{b81,
	
	
		,
	title={{Using Multivariate Statistics}}
		,
	author={{
			BGTabachnick
		} and {
			LSFidell
		}}
		
		
			,
	year={2001}
			,
	publisher={Allyn and Bacon}
			,
	address={Boston}
		
	

}

@incollection{b82,
	
	
		,
	title={{Woods Agent: No more Car sponsors for Tiger}}
		,
	author={{
			RThomaselli
		}}
	
	
		,
	journal={{Advertising Age}}
		
			79
			3
			
			,
	year={2008}
		
	

}

@incollection{b83,
	
	
		,
	title={{Matching Products with endorsers: Attractiveness versus Expertise}}
		,
	author={{
			BDTill
		} and {
			MBustler
		}}
		
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			15
			
			,
	year={1998}
		
	

}

@incollection{b84,
	
	
		,
	title={{Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA}}
		,
	author={{
			WHTsai
		} and {
			LRMen
		}}
		
		10.1080/13527266.2014.942678
		DOI: 10.108 0/13527266.2014.942678
	
	
		,
	journal={{Journal of Marketing Communications}}
		
			,
	year={2014}
		
	

}

@incollection{b85,
	
	
		,
	title={{The effects of negative inofrmation transeference in the clebrity endorsment relationship}}
		,
	author={{
			DWhite
		} and {
			LGoddars
		} and {
			NWilbur
		}}
		
		
	
	
		,
	journal={{International Journal of Retail Distribution Management}}
		
			6
			1
			
			,
	year={2009}
		
	

}

@book{b86,
	
	
		,
	title={{Why people use social media: a uses and gratifications approach}}
		,
	author={{
			AWhiting
		} and {
			DWilliams
		}}
		
		
			,
	year={2013}
		
	

}

@incollection{b87,
	
	
		,
	title={{Source Credibility: on the Independent Effects of Trust and Expertise}}
		,
	author={{
			JLWiener
		} and {
			JCMowen
		}}
		
	
	
		,
	booktitle={{Advances in Consumer Research}}
				
			,
	year={1986}
			
		
	

}

@incollection{b88,
	
	
		,
	title={{Attitudenal effects of Mere Exposure}}
		,
	author={{
			RBZajonc
		}}
	
	
		,
	journal={{Journal of Personality and Social Psychology}}
		
			9
			2
			
			,
	year={1968}
		
	

}