Who's Better at Selling Stuff: Internet Stars or Famous Faces?

People often wonder who sells products better: famous people from TV and movies or influencers from social media. Both types are popular with advertisers, but research shows mixed results on who works best. The truth is, it depends on the situation. A recent study dug into this question. It looked at how well different factors make an endorsement work. These factors include how well the endorser fits the product, their popularity, how much people feel like them, how similar they are to the audience, and how much people like them. The study used four experiments with 473 people. It found that fit, popularity, self-congruity, and similarity matter. But surprisingly, likeability did not. This means that who sells a product well isn't just about being liked. It's about matching the right person to the right product and audience. This research helps advertisers pick better endorsers. It shows that there's no one-size-fits-all answer. The best choice depends on the specific context. But here's a thought: why do we care so much about who endorses a product? Is it really about the person, or is it about the story they tell? Maybe it's time to think differently about how we see endorsements.