A customer-focused approach to improve celebrity endorser effectiveness

The Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty ProductThe Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty Product

“…A study on millennials also shown that they are likely to be influenced to purchase the product when there is a fit between the celebrity and the product (McCormic, 2016). Perceptions of fit between celebrity and product increased when celebrity acquired experience, knowledge or skills related to the product (Carlson, Donavan, Deitz, Bauer, & Lala, 2020). However, the negative effects on celebrity endorsements also has been reported due to mismatch between celebrity and the product.…”

“…The consumer may produce favorable response to the brand-endorser when there is a positive connection with the celebrity. (Carlson, Donavan, Deitz, Bauer, & Lala, 2020). In addition, according to Yang (2018), celebrities who endorsed the brand are more likely to influence persuasion.…”

“…According to McCormic (2016), the celebrity that fit with the endorsed brand would have a significant impact on the advertising effectiveness as well as purchase intention ( Gong & Li, 2017). When the celebrity and the brand is strong, ultimately result in greater impact on purchase intention and improve the endorsement effectiveness (Carlson, Donavan, Deitz, Bauer & Lala, 2020). A study on millennials also shown that they are likely to be influenced to purchase the product when there is a fit between the celebrity and the product (McCormic, 2016).…”

“…Advertisement said to become more effective with the use of familiar celebrity (McCormic, 2016) and their role are more important to influence consumers. However, celebrity endorsement also found to have a negative effect on the behavior of consumers and failed to deliver value when the endorsed celebrity involved in any illegal activities or scandals (Carlson, Donavan, Deitz, Bauer, & Lala, 2020). Negative information leads to negative perception of the endorsed products as well as negatively affect the companies' performance and sales (McCartney, 2014).…”

Presentasi diri influencer dalam product endorsement di instagram

“…Pemilihan Andien sebagai endorser yang telah memiliki fan setia merupakan bentuk implementasi dari identifikasi konsumen-endorser, dimana para konsumen akan memberikan respons positif terhadap endorsement karena telah mengidentifikasi diri dan merasa memiliki keterikatan dengan endorser. (Carlson et al, 2020) Penggunaan endorser juga menjadi pisau bermata dua, dimana endorsement product melalui endorser yang tidak tepat dengan sebuah merek akan memberikan dampak negatif terhadap suatu merek yang ada. Sikap dari seorang endorser yang tidak sesuai dapat menodai citra diri endorser yang berujung pada pandangan negatif dari sebuah merek yang ditampilkan (Hock & Raithel, 2020).…”