Khalil Ullah Safi, and Adil Adnan. 2024. “PILOTING AN INSTRUMENT TO DETERMINE THE ROLE OF ENDORSER’S CREDIBILITY AND IDENTIFICATION IN ADVERTISEMENTS: ANALYSING THE MODERATING EFFECT OF CELEBRITY VERSUS SOCIAL MEDIA INFLUENCER”. Policy Research Journal 2 (4):304-21. https://policyresearchjournal.com/index.php/1/article/view/80.