The study investigates the effects of influencer on advertising effectiveness compared to traditional celebrity endorser. Results of an experiment shows that the use of influencer have a better fit with hard-sell appeal and well-known brand to have more favorable brand attitude and higher intention to purchase. The findings provide ample contribution to theory and practice.

ABSTRACT
INTRODUCTION
METHOD
RESULTS AND DISCUSSION

• Haiyun Zhu(DONGGUK UNIV, South Korea)
• Yung Kyun Choi(DONGGUK UNIV, South Korea) Corresponding author