Forty-five years of celebrity credibility and endorsement literature: Review and learnings

Halder, Deepa; Pradhan, Debasis; Chaudhuri, Himadri Roy

doi:10.1016/j.jbusres.2020.12.031

Cited by 97 publications

(100 citation statements)

References 249 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Following the systematic research methods undertaken in field mapping (Halder et al., 2021; Paul et al., 2021; Randhawa et al., 2016), we gathered the data for this research from Scopus, which is the largest citation database of peer‐reviewed literature in the social sciences domain (Ferreira, 2018; Pattnaik et al., 2020). Scopus is a comprehensive database of multidisciplinary journals and has also been a reliable source that has been extensively used in prior bibliometric and review studies (e.g., Bhukya et al, 2021; Ferreira, 2018; Shen et al., 2017).…”

Section: Methodsmentioning

confidence: 99%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

Self Cite

View full text Add to dashboard Cite

Academic interest in brand community research has burgeoned in the past two decades. Despite its importance, there has been a paucity of effort in reviewing the growing research. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) review framework, this research provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) employed in brand community research over last two decades (2001–2020). A systematic analysis of 285 articles reveals a focus on consumer‐specific theories and a scant application of multi‐disciplinary theories. Though the literature covers an array of industries to understand brand communities, there is a need for more research in the B2B context and the service industries. Furthermore, we detect a need for more research on the influence of brand/marketer‐related variables on brand communities, underlying mechanisms and boundary conditions for the key relationships in this area. This research presents four different stages of the evolution of brand community research over the years. Finally, we apply the TCCM framework to suggest fertile areas for future research.

show abstract

Section: Methodsmentioning

confidence: 99%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

Self Cite

View full text Add to dashboard Cite

show abstract

“…This model measured the effectiveness of influencers in influencing their followers. [10] stated two crucial dimensions of source credibility, trustworthiness, and communication skills. Trustworthiness and expertise were two elements that significantly influenced purchase decisions.…”

Section: Influencer's Credibilitymentioning

confidence: 99%

“…[14] stated that celebrities had special features such a personal magnetism, lifestyle standard, or special skills to influence people. [10] stated that the credibility of a celebrity was a crucial factor discussed regarding celebrity endorsements. From 2,158 literature on celebrity endorsement issues, [10] found that about 17.79% of that literature discussed celebrity credibility.…”

Section: Introductionmentioning

confidence: 99%

“…[10] stated that the credibility of a celebrity was a crucial factor discussed regarding celebrity endorsements. From 2,158 literature on celebrity endorsement issues, [10] found that about 17.79% of that literature discussed celebrity credibility. After examining the source-credibility theory developed by [10], [11] stated two crucial dimensions of source credibility, trustworthiness, and communication skills.…”

Section: Introductionmentioning

confidence: 99%

“…From 2,158 literature on celebrity endorsement issues, [10] found that about 17.79% of that literature discussed celebrity credibility. After examining the source-credibility theory developed by [10], [11] stated two crucial dimensions of source credibility, trustworthiness, and communication skills. Previously, [20] stated that a celebrity's credibility was explained through the credibility model that consists of trustworthiness, expertise, and attractiveness.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Indonesian Stock’s Influencer Phenomenon: Did Financial Literacy on Millennial Age Reduce Herding Behavior?

Chairunnisa

Dalimunthe

2021

jak

View full text Add to dashboard Cite

In Indonesia's capital market, there was a phenomenon that famous influencers seem to lead to behavioral bias in the stock market. The stock price changed significantly after those stock influencers shared information or recommended certain stocks. This research examined how the stock influencer's credibility affected investors' investment in recommended stock. We collected data from 132 individual investors who participated in the research. We used a questionnaire with a 5-Likert scale. The result showed that an influencer's credibility had a significant influence on investors' herding behavior. However, there was no significant evidence that financial literacy matters in that relationship. Interestingly, we found there was no significant difference in herding behavior between millennial and non-millennial investors.

show abstract

Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products

Park,

Wei,

Lee

2023

J of Consumer Behaviour

View full text Add to dashboard Cite

While existing research on the elaboration likelihood model (ELM) has primarily focused on human influencers, the literature on virtual influencers (also known as digital humans or AI influencers) remains limited. To address this research gap, this study investigates the factors influencing consumer attitudes toward ads promoted by virtual influencers. Extending the ELM framework, we examine perceived expertise and attractiveness as antecedents, and explore consumer online‐to‐offline dynamics as consequences. Using a multigroup structural equation model, the study compares high‐ and low‐involvement product ads by analyzing questionnaires (n = 406). A novelty lies in our findings that, contrary to existing ELM research, perceived attractiveness significantly influences attitudes toward the ads across both high‐ and low‐involvement levels. We attribute this result to a shift of consumer attention towards virtual influencers, driven by their attention‐grabbing aesthetic appeals. Our study extends the ELM framework and contributes to the literature on digital marketing, advertising, and human‐computer interaction.

show abstract

Forty-five years of celebrity credibility and endorsement literature: Review and learnings

Cited by 97 publications

References 249 publications

Brand communities: A literature review and future research agendas using TCCM approach

Brand communities: A literature review and future research agendas using TCCM approach

Indonesian Stock’s Influencer Phenomenon: Did Financial Literacy on Millennial Age Reduce Herding Behavior?

Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products

Contact Info

Product

Resources

About