Social media influencer or traditional celebrity? Moderational analysis on the relationship between endorser type and endorsement effectiveness

• Chen-Yueh Chen,

  Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Methodology, Project administration, Supervision, Validation, Writing – original draft, Writing – review & editing

  Affiliation Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan

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• Yi-Hsiu Lin ,

  Roles Conceptualization, Data curation, Funding acquisition, Methodology, Project administration, Supervision, Validation, Writing – review & editing

  * E-mail: shulin909@gmail.com

  Affiliation Master Program of Sport Facility and Health Promotion, National Taiwan University, Taipei, Taiwan

  https://orcid.org/0000-0002-2557-2844

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• Tzu-Yun Yeh,

  Roles Data curation, Formal analysis, Investigation, Visualization, Writing – original draft, Writing – review & editing

  Affiliation Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan

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• Ya-Lun Chou,

  Roles Data curation, Formal analysis, Investigation, Writing – review & editing

  Affiliation Doctoral Program for Transnational Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan

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• Tsu-Lin Yeh

  Roles Visualization, Writing – original draft, Writing – review & editing

  Affiliation Department of Health, Exercise Science, and Recreation Management, University of Mississippi, Oxford, Mississippi, United States of America

  https://orcid.org/0009-0007-6570-2475

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