The effectiveness of celebrities in conservation marketing
Celebrities are frequently used in conservation marketing as a tool to raise awareness, gen- erate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published.
Duthie E, Verıssimo D, Keane A, Knight AT (2017) The effectiveness of celebrities in conservation marketing. PLoS ONE 12(7): e0180027.
Published: Jul 2017 |
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