Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

Schimmelpfennig, Christian; Hunt, James B.

doi:10.1002/mar.21315

Cited by 158 publications

(155 citation statements)

References 142 publications

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“…(1998) provided an empirical comparison of the impact of various cultures in international marketing. Most recent articles in this cluster have also elaborated on theories such as balance theory (Yun et al, 2019), attitude theory (Majid et al, 2019), image transfer theory (Alonso‐Dos‐Santos et al, 2019), and grand celebrity endorsement theories (Schimmelpfennig & Hunt, 2020), among others.…”

Section: Intellectual Structure Of Pandmmentioning

confidence: 99%

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Donthu

Kumar

Pattnaik

et al. 2021

Psychology and Marketing

173

114

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The contribution of psychology to marketing has been significant and invaluable. No discipline has benefitted from another as much as marketing from psychology. To gain an understanding of the scientific contributions emerging from the intersection of psychology and marketing, this study conducts a bibliometric retrospection of a premier journal dedicated to the application of psychological theories and techniques to marketing: Psychology & Marketing (P&M). To do so, this study employs bibliometrics to unpack the publication trends and the intellectual structure of P&M. In doing so, this study reveals several interesting findings. First, P&M's publications grew by 71.9 times, authorships grew by 82.1 times, and citations grew by 150.8 times between 1984 and 2020, indicating a healthy growth of marketing research informed by psychology. Second, P&M's contributions manifest through eight intellectual clusters—namely, marketing environment; consumer engagement; online consumer behavior and marketing; luxury consumption and marketing; sustainable consumption and marketing; influencer and international marketing; customer relationship, satisfaction, and loyalty; and marketing futures. Finally, P&M's emerging and promising areas for future exploration include aesthetics and consumer impressions; celebrity endorsement; conspicuous consumption and hedonic adaptation; climate change; choice likelihood; consumer engagement; consumer psychology; marketing communication; sensory marketing; sharing economy; and social media marketing. As a whole, these findings should provide readers with a state‐of‐the‐art overview of marketing from psychology through the scientific contributions from P&M.

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Section: Intellectual Structure Of Pandmmentioning

confidence: 99%

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Donthu

Kumar

Pattnaik

et al. 2021

Psychology and Marketing

173

114

View full text Add to dashboard Cite

show abstract

“…Sebagai salah satu aktivitas yang sering dijumpai dalam dunia virtual, beberapa penelitian mengenai presentasi diri influencer serta efektivitas product endorsement dengan menggunakan endorser telah dilakukan oleh para peneliti sebelumnya. Presentasi diri daring dari seorang endorser terbukti memiliki pengaruh terhadap persepsi pengikut endorser tersebut (Schimmelpfennig & Hunt, 2020). Penelitian lainnya menunjukkan bahwa presentasi diri dari influencer menggunakan strategi soft-selling dalam unggahan product endorsement lebih efektif engagement dari para pengikut influencer (Djafarova & Trofimenko, 2019).…”

Section: Pengantarunclassified

“…The source credibility model merupakan sebuah strategi endorsement yang mengedepankan kredibilitas dari seorang endorser. Penelitian sebelumnya menyebutkan bahwa para peneliti membagi kredibilitas dalam endorsement menjadi dua dimensi, yaitu expertise dan trustworthiness (Schimmelpfennig & Hunt, 2020). Expertise seorang endorser terlihat dari kemampuan penyampaian informasi berdasarkan pengalaman, latihan, serta bakat yang dimiliki dalam menyampaikan Sementara itu, trustworthiness merefleksikan objektivitas, kejujuran, serta integritas endorser tersebut.…”

Section: Strategi Endorsement Melalui Presentasi Diri Daringunclassified

“…Selanjutnya adalah the source attractiveness model yang bertitik berat terhadap daya tarik seorang endorser dalam mengiklankan suatu produk. Adapun dalam dunia periklanan, persona ataupun komunikator yang berpenampilan menarik lebih disukai secara konstan dibandingkan persona yang biasa saja atau berpenampilan tidak menarik (Schimmelpfennig & Hunt, 2020). Influencer memaksimalkannya dengan tidak memberikan perbedaan dalam sisi artistik konten yang diunggah.…”

Section: Strategi Endorsement Melalui Presentasi Diri Daringunclassified

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Presentasi diri influencer dalam product endorsement di instagram

Irnando

Irwansyah

2021

Indonesian Journal of Communications Studies

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Transformation of technology has developed a new place for business activity known as social commerce, where Instagram has become the most popular social commerce. In promoting products through social media, mereks often use endorsers in product endorsement. Macro influencers who have broad audience range and unique self-presentation are proven to give positive impact towards product endorsement. The effectiveness leads to a new question, how do macro influencers present themselves in a product endorsement post? This research is conducted to answer that question. The method that is used in this research is a qualitative method to identify influencer self-presentation in product endorsement. Results of this research shows that influencers do not use a different self-presentation in product endorsement. The influencer put the endorsement strategy on their post. Another finding shows that mereks have some deals in self-presentation of influencers within a product endorsement post.

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“…However, companies cannot select the celebrity endorser arbitrarily. Companies have to choose the correct celebrity endorser that possess endorser credibility, endorser attractiveness and the match-up with the company [5] so that it fits with the target market and company objectives.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Endorser Credibility to Customer Relationship Commitment and Brand Equity on E-commerce in Indonesia

Ariswanto¹,

Alversia²

2021

Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)

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One of the recent way in marketing promotion that is popular and frequently used by many companies is the use of celebrity endorsements. Celebrity endorsements is one of the strategy where a company's product is endorsed by a celebrity to support their marketing campaigns. With the increase in investment for celebrity endorsements in Indonesia's e-commerce industry, this research aims to analyse the effectiveness of Indonesia's e-commerce marketing strategy that uses celebrity endorsement on the e-commerce's brand trust and brand credibility. Furthermore, we also assess the effect of brand trust and brand credibility to consumer's relationship commitment that could also influence relationship continuity expectation and brand equity of the e-commerce. 421 respondents who are users of Indonesia's e-commerce are collected as data samples through online questionnaires. These samples are used as the main data for this research. Structural Equation Model (SEM) is used for data analysis tool and six hypotheses are tested in this research using AMOS software. The result of this research shows that the celebrity endorsements, valued by endorser credibility, directly impacts the brand trust and brand credibility of the e-commerce's brand in Indonesia. Three dimensions of endorser credibility, attractiveness, trustworthiness, and expertise are identified, with trustworthiness as the highest factor that contribute to the endorser credibility. Other than that, trust and credibility of the brand's ecommerce also directly impacts consumer's relationship commitment to an ecommerce that will influence the relationship continuity expectation and brand equity of an e-commerce in Indonesia. This research is expected to enrich the marketing literature and contribute to e-commerce companies in Indonesia for their marketing strategies using the right celebrity for their celebrity endorsements.

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Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

Cited by 158 publications

References 142 publications

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

A bibliometric retrospection of marketing from the lens of psychology: Insights from Psychology & Marketing

Presentasi diri influencer dalam product endorsement di instagram

The Effect of Endorser Credibility to Customer Relationship Commitment and Brand Equity on E-commerce in Indonesia

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