Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Schouten, Alexander; Janssen, Loes; Verspaget, Maegan

doi:10.1080/02650487.2019.1634898

Cited by 910 publications

(863 citation statements)

References 41 publications

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“…It is suggested that a highly likeable and credible celebrity can form constructive consumers' attitude, which can further affect the behavioural intention [44,67,68]. It is also confirmed from the current literature that celebrity endorsement brings a significant and direct effect on the purchase intention [49,[59][60][61][62]69]. Based on the above discussions, the next hypothesis suggests that: Hypothesis 3a.…”

Section: Attitude Towards Celebrity Endorsement and Purchase Intentionmentioning

confidence: 67%

“…Familiarity within the context of celebrity endorsement suggests consumers' knowledge regarding the celebrity and show how much they are familiar to the celebrity [60][61][62]. Previous research by using the relevant construct, i.e., brand, has proved that when the consumers are familiar with the brand, they will show a positive attitude and confidence towards the brand.…”

Section: Celebrity Familiariry and Celebrity Endorsementmentioning

confidence: 99%

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Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

et al. 2019

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Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

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Section: Attitude Towards Celebrity Endorsement and Purchase Intentionmentioning

confidence: 67%

Section: Celebrity Familiariry and Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

et al. 2019

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“…Influencer marketing has a great meaning as an effective branding strategy and in their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favour of social media influencers, such as vloggers and instafamous personalities [14,15]. The companies should also remember that engaging an influencer in the promotion process does not automatically mean people's trust in the quality of the product.…”

Section: Discussion and Recommendationsmentioning

confidence: 99%

The role of influencers in the consumer decision-making process

Žák

Hasprová

2020

SHS Web Conf.

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In the contemporary globalised markets opinion leaders play a vital role in the process of the purchasing decision-making of consumers. Thanks to their individual skills, specific knowledge or their personality, opinion leaders have a direct or indirect influence on the attitudes and decisions of consumers. In the contemporary globalised marketing using social media, this role is taken over by the influencers who affect consumers with their thoughts, attitudes and opinions and thus, significantly influence trends in demand for particular products. Over the recent years, influencer marketing has become increasingly popular, representing a specific type of social media marketing. The aim of this scientific contribution is the systematization of knowledge about the position and roles of influencers as opinion leaders in the social media environment in order to identify their typology, influence factors and the intensity of their impact on consumer decision making process, based on the comparison of knowledge from the results of global research studies and the quantitative online research study processed by authors. The findings of the survey showed that the promotion of some products through influencers may be more advantageous than others. Influencers will have the greatest impact when buying clothes, shoes, cosmetics and, surprisingly, services. Meanwhile, people rely heavily on other factors to buy food, jewellery and electronics, but it is not excluded that influencer marketing could affect them as well.

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“…People are continuously exposed to an overload of unhealthy food appeals in their physical as well as online environment. During the last decade, sharing online video content on YouTube and other social media platforms like Facebook and Instagram has become increasingly popular (Schouten, Janssen, & Verspaget, 2020). Following other people on online platforms has become a daily activity among millions of people worldwide (Lin, Bruning, and Swarna, 2018).…”

Section: Introductionmentioning

confidence: 99%

Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

Folkvord

Roes²,

Bevelander³

2020

Preprint

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Background: Most studies on influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods: We used a randomized between-subject design with 154 participants (age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular social influencer (n = 77) or fictitious social influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of social influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intentions. Discussion: The findings showed that it is crucial for influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

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Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Cited by 910 publications

References 41 publications

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

The role of influencers in the consumer decision-making process

Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

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