Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

“…This finding supports research (Deshbhag and Mohan, 2020;Gupta, 2021;Madhusanka, 2017;Mishra et al, 2017;Munnukka et al, 2016) that physical attractiveness, celebrity likability levels affect the success of celebrity endorsements. This is in line with (Banerjee, 2016;Pradhan et al, 2016;Qian and Park, 2021;Xie et al, 2020;Y. Zhang et al, 2020) believe that it is very important to choose the right individual who can adequately represent the product, which can create trust among potential consumers.…”

“…This, in turn, has a negative impact on one's purchase intentions for the brand as well as WOM intentions for the brand's endorsement-related activity. Their research emphasizes the significance of the influencerbrand relationship while taking consumer characteristics into account when designing effective influencer marketing campaigns (Qian and Park, 2021). The findings support the notion that celebrities can positively influence an audience.…”

“…The use of celebrity endorsers is one of the company's ways of marketing communications (Shimp and Andrews, 2017) and has become the most popular advertising tool (Naseema, 2016). A brand partnering with celebrities to strengthen its brand is a common practice to boost its popularity (Jun and Yi, 2020;Qian and Park, 2021;Qureshi and Malik, 2017;Rocha et al, 2019), purchase intention (Mishra et al, 2017), and risk perception (Deshbhag and Mohan, 2020). For example, the e-marketplace in Indonesia, like Tokopedia, use the brand ambassador like the K-Pop (Ardhiyansyah et al, 2021) group BTS and Black Pink, Shopee uses Enhypen, Lazada uses Lee Min Ho and Seventeen, and many others the use of celebrities from South Korea in advertisements and entertainment events.…”

Segmentation, Surveillance, and Automation: Practical and Ethical Considerations for Attracting, Sustaining, and Monetizing Audience Attention Online

“…For example, Schouten et al (2019) demonstrated that audiences identify more with and attribute more credibility to influencers than traditional celebrities. Related findings have led researchers and practitioners to explore the nuances of finding influencers who fit with particular markets such as luxury brands (Qian & Park, 2021), new product segments (Tunpornchai et al, 2021), and niche products (Bektas, 2021). The literature's focus on finding the combination of influencers and audiences that are already most susceptible to identification and persuasion gives credence to Doctorow's (2020) hypothesis that new forms of online marketing are not necessarily more persuasive than are previous forms of advertising; they are just more effective at finding audiences who are most likely to identify with a particular message and then connecting them with an influencer who is already focused on delivering that message.…”

Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

“…This perception of natural social closeness results in a low-level construal, diverting consumer s’ attention from inner features. Thus, consumers represent themselves using concrete, superficial, subordinate and contextualized psychological features and thus generating a self-concept at close range ( Qian and Park, 2021 ). In this way, online star endorsements activate the actual self, leading consumers to pay more attention to the actual functional value of the product, instead of its symbolic value.…”