Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Impact of Celebrity Credibility in Social Advertising: A Systematic Review of Rahul Dravids Anti-tobacco Campaign Endorsement Subject The topic of the resource anti-tobacco; celebrity endorsements; social advertising; Social cause; social marketing; source attractiveness; source expertise; source trustworthiness Description An account of the resource Tobacco cessation programs have had their share of hits and misses. While state-controlled organizations invest in such programs every year, it is hard to trace their effectiveness. This is a bigger challenge when celebrities are enrolled to endorse such programs. Several studies that track celebrity endorsements for marketing commercial products have validated the influence of celebrities on brand-related outcomes. This study provides a systematic review of a celebrity endorsement of an anti-tobacco advertisement. To conduct a systematic review of a celebrity endorsement, we examined the responses of celebrity fans on source (celebrity) credibility factors and their attitude towards the social cause endorsement. A sample of 258 celebrity fans was surveyed using a questionnaire. The survey instrument contained a 15-item scale to measure celebrity factors of physical attractiveness, expertise and trustworthiness. Further, demographic details, social media activity and cigarette consumption details were captured along with cognitive and affective responses towards the anti-tobacco endorsement featuring the celebrity. It was found that physical attractiveness and trustworthiness of the celebrity were found to be influencing the attitude of the fan towards social cause. In addition, the study revealed the significant influence of education on attitude towards social cause in contrast to age and gender as evident in previous studies. The study provides very important insights for advertisers of social causes on effective use of celebrities as part of their communication campaigns. 2021, School of Management Sciences. All rights reserved. Creator An entity primarily responsible for making the resource Gopal B.S.; Elangovan N. Source A related resource from which the described resource is derived Purushartha, Vol-14, No. 2, pp. 134-149. Publisher An entity responsible for making the resource available School of Management Sciences Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85134313239&amp;partnerID=40&amp;md5=af92aceee639ec24b125ca5f535bf2ea" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85134313239&amp;partnerID=40&amp;md5=af92aceee639ec24b125ca5f535bf2ea</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 0975024X Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Gopal B.S., Christ University, Karnataka, Bengaluru, India; Elangovan N., Institute of Management, Christ University, Karnataka, Bengaluru, India