University of Georgia: UGA researcher studies celebrities’ Twitter influence on brand marketing

University of Georgia: UGA researcher studies celebrities’ Twitter influence on brand marketing. “Celebrities with a high number of Twitter followers and who are perceived positively in the public eye have the potential to be credible and influential brand endorsers, according to research by Joe Phua, an assistant professor of advertising in the University of Georgia Grady College of Journalism and Mass Communication. Phua’s study, ‘Following Celebrities’ Tweets about Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebrities,’ was published in the latest edition of the Journal of Advertising. It is co-authored by Seung-A Annie Jin, an assistant professor of marketing communication at Emerson College in Boston.”