Celebrity Endorsement in Advertising: A double-edged Sword

Muda, Mazzini; Musa, Rosidah; Putit, Lennora

doi:10.21834/jabs.v2i3.188

Cited by 18 publications

(12 citation statements)

References 34 publications

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“…Most of the respondents considered celebrities untrustworthy, given that celebrities were mainly entertainers without expertise in traditional medicine, and that celebrities were paid to speak on behalf of conservation NGOs. This finding corroborates prior studies showing that celebrity endorsement is a double‐edged sword (Muda, Musa, & Putit, 2017). Duthie et al.…”

Section: Discussionsupporting

confidence: 91%

Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

Nielsen

Jacobsen

2020

People and Nature

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Section: Discussionsupporting

confidence: 91%

Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

Nielsen

Jacobsen

2020

People and Nature

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“…Even under low involvement, the important determinants of consumer perception will be information sources such as celebrity endorsements (Lee and Lee, 2009). The celebrities instead of being very expensive in terms of money have an intangible effect on consumer attitudes and behaviour (Muda et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

Study on influential role of celebrity credibility on consumer risk perceptions

Deshbhag

Mohan

2020

JIBR

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Purpose The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales. Findings The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers. Research limitations/implications This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements. Practical implications The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness). Originality/value The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers.

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“…The image of a celebrity needs to be suitable to the product advertised. The perfect congruence between endorser and product may lead to great endorser believability through identification process and favorably influence consumer attitudes toward ads and products as well as purchase intention (Langmeyer and Walker, (1991); Kirmani and Shiv, (1998) as cited in Muda & Musa, 2017). Fourthly, the familiarity of celebrity also affects the attitude towards social media advertising, It can be explained by the frequency of the celebrity seen in print media and internet.…”

Section: Resultsmentioning

confidence: 99%

The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

Melati¹,

Budiwan²,

Sarjono³

2018

IJET

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This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

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Celebrity Endorsement in Advertising: A double-edged Sword

Cited by 18 publications

References 34 publications

Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

Study on influential role of celebrity credibility on consumer risk perceptions

The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

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