Business Commons^™

Quantifying The Evidential Value Of Celebrity Endorsement: A P-Curve Analysis, Shiyun Chloe Tian, Ruoyu Sun, Qian Huang, John Petit

WCBT Faculty Publications

Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements, suggesting a close examination about the reliability and robustness of celebrity endorsements is needed. This study conducted a p-curve analysis among two sets of published studies based on different comparison groups (celebrity endorsements vs. no celebrity endorsement; celebrity endorsements vs. noncelebrity endorsements) to investigate if both sets of studies contain an evidential value. The significantly right-skewed p curve suggests that both sets of published studies have some integrity. …