The effects of the celebrity featured and the respondents’ beliefs about them, reasons for clicking, beliefs about the celebrities’ reasons for appearing and their own demographic characteristics on their willingness-to-engage with a single, randomly selected advertisement.

Positive values indicate that the variable increases WTE, while negative values indicate that it decreases WTE. Mean estimates (points) are accompanied by 95% credible intervals, calculated as highest posterior density intervals (lines). Grey shading identifies groups of conceptually-related predictor variables. Within these groups predictors are presented in order from most positive to most negative effect to facilitate visual comparisons.