Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising

Choi, Jina; Lewis, Robert

doi:10.1080/08911762.2016.1242681

Cited by 11 publications

(11 citation statements)

References 26 publications

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“…As a promotional tool, advertisements are very effective in building a brand and product awareness, stimulating interest and generating positive responses (Ayanwale et al, 2005;Heinberg et al, 2017;Lim and Cham, 2015). A popular theme or style of advertisements is to use endorsements, especially from celebrities, to promote products (Choi and Lewis, 2017;Knoll and Matthes, 2017;Pan et al, 2017), including tourism destinations ( Jolly, 2016;Yen and Croy, 2016), restaurants (Kim et al, 2013;Magnini et al, 2010), hospitality (Fath et al, 2017), fashion (Rehman et al, 2017), credit cards (Boschetti et al, 2017), sports gear (Papadimitriou et al, 2016) and food (McGale et al, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes

Cheah

Ting

Cham

et al. 2019

INTR

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Purpose The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making processes using the AISAS model. Design/methodology/approach A within-subject experimental design was used to observe how young adults in Malaysia would respond to two promotional methods about a new seafood restaurant. A total of 180 responses were collected using a structured questionnaire. Data were assessed and analysed using partial least squares structural equation modelling. Findings The results show that while celebrity endorsed advertisement remains relevant to customer’s decision-making processes, the effect of selfie promotion is comparable to celebrity endorsement. The sequential mediation for both models is found to be significant, but the AISAS model with selfie promotion produces better in-sample prediction (model selection criteria) and out-of-sample prediction (PLSpredict) compared to celebrity endorsed advertisement, thus suggesting its better representation to reality. Research limitations/implications Despite being limited to young adults in Malaysia and a particular product, the study is essential to understanding the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes. Practical implications The study provides insights into how business organisations could exploit the advancement of communication technology to encourage selfie behaviour to promote their products in an innovative and competitive manner. Originality/value The assessment of the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes using PLSpredict and model selection criteria articulates the relevance of selfie as a promotional tool. It also provides an alternative technique for conducting model comparison research.

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Section: Literature Reviewmentioning

confidence: 99%

The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes

Cheah

Ting

Cham

et al. 2019

INTR

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“…One may presume that all publics would comply universally with recommendations given by global health officials. However, receptivity to communication often varies by culture (Choi & Lewis, 2017); thus, according to the cultural dimensions theory (Hofstede, 1984), responses to prevention recommendations may also differ between Koreans and Americans. Whereas individualistic cultures (e.g.…”

Section: The Role Of Culture In Prevention Recommendations Receptivitymentioning

confidence: 99%

Infodemiological Study on the Use of Face Masks during Covid-19: Comparing U.S. and Korea

Choi

Park

2021

Self Cite

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In the midst of the COVID-19 pandemic, there have been varied responses to public health officials' recommendations about wearing face masks as a means to slow the spread of the virus. This study, by using Twitter data, aims to explore the role of digital technology in facilitating public conversations and formulating public perception regarding face masks during the COVID-19 pandemic in two contrasting contexts: the U.S. and South Korea. From January 1, 2020 to April 14, 2020, a total of 22,928 users generated 27,501 tweets regarding face masks in the U.S. network, whereas 17,267 users produced 18,686 tweets in that of South Korea. The results of the semantic network analysis shed light on Americans' initial resistance to wearing masks as well as Koreans' willingness to comply. Details of the results are discussed further in the paper. With real-time data aggregation, this study gives insight into the rising controversy regarding wearing face masks during COVID-19 while providing implications for health officials designing strategic communication messages.

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“…Advertisements that are globally implemented could lead to cross-cultural differences in forming attitudes and behavioral intentions (Choi & Lewis, 2017). These differences could be explained by a culture's degree of uncertainty avoidance, which refers to how cultures behave as a result of uncertain (buying) situations via the Internet.…”

Section: Cultural Differentiationsmentioning

confidence: 99%

“…In addition, through culturally specific experiences, ingenuine smiles could appear and be perceived as genuine (and reversed). This might increase the risk of varying consumer behaviour (Weker, 2016;Choi & Lewis, 2017). While a number of studies investigated the effects of smiles on consumers mostly in service industries (e.g., Otterbring, 2017), none integrated the potential effect of celebrity endorsers' smiles in online advertising settings yet.…”

Section: Introductionmentioning

confidence: 99%

The cross-cultural impact of the ingenuine smiling celebrity in online advertising

Broeder

Goorden

2019

TMS

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Promoting products via Instagram is a rapidly growing phenomenon in the world of online advertising. These advertisements' ability to stand out and obtain desired consumer outcomes has become increasingly challenging due to the enormous amount of advertisements already present on this platform. One strategy that can be useful is celebrity endorsement, which has-because of celebrities' credibility and attractive characteristics-proven to be an effective way to create favourable attitudes and stronger purchase intentions. The present study investigated the effects of an Instagram advertisement with an (in)genuine, smiling celebrity on consumers' behaviour. More specifically, this study examined differences between consumers from two countries: the Netherlands and Spain. An online experiment with two conditions was conducted (i.e. ingenuine vs genuine, smiling celebrity). The sample included 174 Dutch and 137 Spanish participants. The results reveal that the type of smile significantly affects consumers' purchase intentions. Attitudes towards the celebrity also influence the effect of the type of smile on purchase intention. National background was thus found to play a moderating role.

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Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising

Cited by 11 publications

References 26 publications

The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes

The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes

Infodemiological Study on the Use of Face Masks during Covid-19: Comparing U.S. and Korea

The cross-cultural impact of the ingenuine smiling celebrity in online advertising

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