Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising

Rundin, Ksenia; Colliander, Jonas

doi:10.1080/00913367.2021.1980471

Cited by 46 publications

(23 citation statements)

References 68 publications

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“…With a few exceptions (e.g. Costanzo and Goodnight, 2005), prior studies have confirmed that celebrity endorsement has a positive effect on consumers responses such as ad attitude, brand attitude and purchase intention across different formats of advertising (Knoll and Matthes, 2017;Rundin and Colliander, 2021;Kusumasondjaja and Tjiptono, 2019;Till et al, 2008;Pornpitakpan, 2004;Till and Busler, 2000;Erdogan, 1999;Erdogan et al, 2001;Kamins and Gupta, 1994;Kamins, 1990;Lynch and Schuler, 1994;Misra and Beatty, 1990). These consumer responses have been the most widely used dependent variables in marketing communication research in general (Bergkvist and Langner, 2017) and celebrity endorsement research in particular (Choi and Rifon, 2012;Lee et al, 2014;Paul and Bhakar, 2017;Russell and Rasolofoarison, 2017).…”

Section: Literature Review 21 Persuasion Via Celebrity Endorsement On...mentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

“…, 2020; Cocker et al. , 2021; Rundin and Colliander, 2021). While these research streams had advanced the literature on celebrity endorsement in digital media, it is interesting that both lines of research have equated the “new media” term with the “social media” concept.…”

Section: Introductionmentioning

confidence: 99%

“…In this regard, several studies have focused on exploring the mechanism of the relationship between fans and celebrities in social mediaemphasizing the role of parasocial interactionand its effects on brand responses (Aw and Labrecque, 2020;Gong, 2021;Gupta and Nair, 2021). Also, other studies have examined the nature and effects of new forms of celebrity endorsement on social media, who are labeled as influencers (Monge-Benito et al, 2020;Cocker et al, 2021;Rundin and Colliander, 2021). While these research streams had advanced the literature on celebrity endorsement in digital media, it is interesting that both lines of research have equated the "new media" term with the "social media" concept.…”

Section: Introductionmentioning

confidence: 99%

“…The underlying assumption behind this massive use of celebrities in advertising is related to marketers' conviction that celebrities would attract consumer attention, transfer positive attributes to the promoted brand and influence consumers' purchase intention (Chung and Cho, 2017). This assumption about the effectiveness of celebrity endorsement remains strongly valid in the current offline and online advertising contexts (Knoll and Matthes, 2017; Rundin and Colliander, 2021), as celebrity endorsers are influential in both old and new media (Kusumasondjaja and Tjiptono, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Celebrity endorsement using different types of new media and advertising formats

Uribe

Buzeta

Manzur

et al. 2022

ARLA

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PurposeThis study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).Design/methodology/approachAn online experiment was conducted using a 2 (digital media vs social media) × 2 (explicit vs embedded celebrity endorsement) between-subjects design. Participants (n = 137) were exposed to a fictitious piece of online branded content using celebrity endorsement. Four experimental treatments were generated as the authors manipulated the new media and the explicitness of the celebrity endorsement in the ad piece.FindingsThe main result highlights that using social media (vs digital media) enhances celebrity endorsement's indirect influence on purchase intention via the serial mediating role of ad attitude and brand attitude, regardless of the explicitness of the message. In terms of the message format, no differences were observed.Research limitations/implicationsThe differential power of using celebrities across different new media to promote brands suggests the importance of interactivity in the context of celebrity endorsement. Additionally, the absence of differences in terms of message formats would show that the presence of the celebrity per se has a powerful effect.Practical implicationsFirms using new media to deliver their brand communication, including celebrity endorsements, can better understand the different capabilities of social media and digital media.Originality/valueIn the context in which empirical research equates new media with social media, this study provides an examination of celebrity endorsement assuming the complexity of the celebrity endorsement ion the current scenario: different types of new media and different types of message formats.

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Section: Literature Review 21 Persuasion Via Celebrity Endorsement On...mentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Celebrity endorsement using different types of new media and advertising formats

Uribe

Buzeta

Manzur

et al. 2022

ARLA

View full text Add to dashboard Cite

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Investigating the effectiveness of virtual influencers in prosocial marketing

Igarashi,

Bhoumik,

Thompson

2024

Psychology and Marketing

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Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although virtual influencers are perceived as novel and exciting, their effectiveness in different areas of consumer behavior has not been examined. While previous research has compared several attributes of virtual and human influencers, our research is specifically motivated to answer: how can marketers increase the effectiveness of virtual influencers in promoting prosocial causes? Across four experiments employing different prosocial contexts, we compared the effectiveness of virtual and human influencers in increasing consumers' prosocial intentions and behaviors. Findings suggest that although human influencers are more persuasive in promoting prosocial behaviors, this effect only occurs when a virtual influencer is perceived as a standalone influencer (i.e., not affiliated with a brand). Overall, our results imply that marketers can substantially increase the effectiveness of virtual influencers by making the cues of brand affiliation salient in influencers' posts.

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The influencer‐entrepreneurship journey: A model of staged progression

Cheng,

de Regt,

Young

2024

Psychology and Marketing

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With the ever‐increasing digitalization of society, a growing number of people are inspired to start up their own digital ventures. Within this context, a specific aspect of content entrepreneurship stands out—social media influencers. These influencers attract brands due to their attentional capital and persuasive power. Currently, the development of such influence is not instantaneous but a progressive journey, with influencers exhibiting varying degrees of influence at different stages. For brands aiming to foster effective collaborations, understanding these stages is crucial. However, existing literature lacks a comprehensive theoretical structure that encompasses the full spectrum of the influencer's journey. As such, drawing from the entrepreneurship literature, this paper proposes a model that delineates how social media users develop and enhance their brand as influencer‐entrepreneurs and how their roles transform across the various stages of entrepreneurial progression and facilitate strategic marketing engagement. The proposed model comprises five stages: influence potential, influence formulation, influence competence, influence monetization, and influence reward. In light of the collaborative dynamics between influencers and brands, the model further provides strategic guidance for brand managers and marketers on engaging with influencers at various stages of their journey.

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Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising

Cited by 46 publications

References 68 publications

Celebrity endorsement using different types of new media and advertising formats

Celebrity endorsement using different types of new media and advertising formats

Investigating the effectiveness of virtual influencers in prosocial marketing

The influencer‐entrepreneurship journey: A model of staged progression

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