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I examined the effects of celebrity endorsement of political candidates, drawing on third-person effect theory, social identification theory, and political efficacy theory. Participants were 283 students at an American university who took part in a web-based survey that explored attitudes
using actual presidential candidates and real celebrities. Study findings suggest that people view such endorsements as having no impact on their own voting behavior yet influencing that of others by encouraging them to vote for the endorsed candidate. In addition, people positively evaluate
the endorsed political candidate when they hold a high level of identification with the celebrity endorser and are likely to vote for the candidate. Lastly, whereas political efficacy does influence people's intention to vote, it does not appear to influence their evaluation of the candidate.
Limitations of the study and future research are discussed.

I examined how voters' attitudes may be influenced by celebrity endorsement of a political candidate. In the study I drew upon reactance theory, reinforcement theory, social identification theory, and the elaboration likelihood model to investigate the effects on young decided and undecided
(swing) voters of party identification and identification with a celebrity endorser in a political campaign. I used a 2 × 2 × 2 between-subjects factorial design to examine the factors of voters' party identification, identification with a celebrity endorser, and status of voting
intention of 256 U.S. university students enrolled in a journalism course. The results suggest that party identification and identification with a celebrity endorser are predictors of effectiveness for celebrity endorsement of political candidates. Theoretical and practical implications are
discussed.

I investigated whether or not the factors of self-disclosure, social identity, and need for affiliation predict effectiveness of celebrity endorsement on Facebook. Participants in this study were 320 college students, who viewed a fictitious celebrity Facebook fan page and then completed
an online survey. Results showed that self-disclosure and need for affiliation had a significantly positive impact on both brand attitude and purchase intention. In addition, social identity had a significantly positive impact on consumers' electronic word-of-mouth intention. Overall, my results
indicate that, as one component of an advertising strategy, celebrity endorsement in social media contexts (e.g., Facebook, Twitter) is effective.

We delved into the antecedents and consequences of college students' satisfaction with online learning. We proposed the antecedents would be interactions, teaching presence, self-management of learning, and academic self-efficacy, and that the consequence would be intention to continue
to use online learning. Participants were 236 college students in South Korea who completed an online survey. Our findings suggest that students' satisfaction with online learning was positively related to the interactions between students and instructor, teaching presence, self-management
of learning, and academic self-efficacy. We also found that student satisfaction with online learning positively predicted their intention to continue to use online learning. Thus, our findings in this study provide educators with ways to increase student satisfaction, and add to knowledge
about the relationship between students' satisfaction and their intention to take online courses.

We examined how different types of celebrity endorsement influence consumers' advertisement and brand evaluation, and purchase intention. We also investigated the relationship between celebrity endorsement type and consumers' attribution style. Participants were 309 students from a
private university in Korea. Results show there was no significant relationship between celebrity endorsement type and consumers' attribution style, or between consumers' identification with a celebrity endorser and attribution style. However, after a consumer's exposure to a celebrity endorsed
advertisement, dispositional (vs. situational) attribution led to a more positive evaluation of the advertisement and brand. Last, we found that consumers' strong (vs. weak) identification with a celebrity endorser resulted in a more favorable evaluation of the advertisement and brand, and
higher purchase intention. Theoretical and practical implications are discussed.

We investigated the effect of recognition for supporting a cause on the social networking site Facebook, and measured cause involvement and self-efficacy as moderators in intention to donate and volunteer. We used a 2 × 2 × 2 between-subject factorial design, and obtained
262 responses from an online survey. Results indicated that social recognition, high involvement, and high self-efficacy resulted in more positive behavioral responses. In addition, social recognition served as a greater motivator to donate and volunteer for individuals with low cause involvement
than it did for those with high involvement. Results further suggested that the positive effect of social recognition was amplified for individuals with high self-efficacy compared with those with low self-efficacy. Practical implications for the marketing of nonprofit organizations using
social media are discussed.