Samarasinghe, U. C2022-07-112022-07-112019-01Samarasinghe, Udanee. (2019). Social Media and Celebrity Endorsement: An analysis of Literature Review. International Journal of Scientific and Engineering Research. 9. 125-150.2229-5518https://rda.sliit.lk/handle/123456789/2752The purpose of this chapter is to provide a thorough review in existent literature in relation to the social media and celebrity endorsement. In view of that, this paper examines key concepts pertaining to social media, celebrity endorsement, Studies based on Source Characteristics, which are Source Expertise, Source Trustworthiness, Source Familiarity, Source Similarity and Source Likability .Each concept discussed in light of what past literature has stated in terms of the definitions, conceptualization, key arguments, antecedents and consequences, to offer a complete depiction of the theme.enSocial MediaCelebrity EndorsementanalysisLiterature ReviewArticle