Posting from beyond the grave: An autopsy of consumer attitudes toward promotional communication in a posthumous context

Boeuf, Benjamin; Darveau, Jessica

doi:10.1016/j.ijresmar.2017.06.004

Cited by 3 publications

(1 citation statement)

References 33 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Although Keller suggests a plethora of different media for the establishment of this dialog, social media has garnered the highest academic attention in the context of singers (Kaplan and Haenlein, 2012; Saboo et al , 2016), athletes (Green, 2016; Korzynski and Paniagua, 2016), and micro-influencers – given the current growth of neoliberal individualism (Khamis et al , 2017). Finally, Boeuf and Darveau (2017) examined the posthumous environment of deceased celebrities whose social media accounts remain active. Their experiments show that, although initial responses are negative, as the celebrity’s death becomes less salient, the consumer responses – driven by consumers’ attachment to the celebrity – become positive.…”

Section: Resultsmentioning

confidence: 99%

A thematic exploration of human brands: literature review and agenda for future research

Osorio

Centeno

Cambra‐Fierro

2020

JPBM

View full text Add to dashboard Cite

Purpose The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored. Design/methodology/approach A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research. Findings Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models. Research limitations/implications A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today. Originality/value A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

show abstract

Section: Resultsmentioning

confidence: 99%

A thematic exploration of human brands: literature review and agenda for future research

Osorio

Centeno

Cambra‐Fierro

2020

JPBM

View full text Add to dashboard Cite

show abstract

Performing Culture and Problematizing Identity through “Anything for Selena”

Vilceanu¹,

Soto-Vásquez²

2022

Journal of Radio & Audio Media

View full text Add to dashboard Cite

Mega-influencer follower effect: the mediating role of sense of control in brand attitudes, purchase intentions and engagement

Dong,

Zhou,

Liao

2024

EJM

View full text Add to dashboard Cite

Purpose In influencer advertising, followers engage in more frequent and timely interactions compared to nonfollowers, making them the primary audience for these advertisements. Building on this premise, this study aims to examine the impact of different influencer types, categorized by follower count, on the advertised brands. Design/methodology/approach The authors tested the hypotheses in four studies, including one secondary data analysis and three experiments. Findings Combining real-world data with a series of experiments, the authors show that the followers of mega-influencers (vs micro influencers) have a more positive response to the advertised brands, with more positive brand attitudes, greater purchase intentions and higher engagement. The authors call this the “mega-influencer follower effect.” It is driven by the sense of control. This effect only occurs among the followers and not nonfollowers. Moreover, the mega-influencer follower effect only existed in human influencers, not virtual influencers. Research limitations/implications This study takes influencer followers as influencer advertising audiences and investigates the effect of influencer types (based on the number of followers) on the advertised brands; however, future research may investigate how consumers respond to brands in different categories endorsed by influencers. Practical implications The authors argue that influencer advertising audiences are more likely to be followers of the influencer. From this perspective, the results suggest that marketers should cooperate with mega-influencers. Originality/value Through emphasizing the value of followers rather than nonfollowers as audiences, this study expands the literature on influencer marketing and the explanatory mechanisms regarding which types of influencers are more effective.

show abstract

Posting from beyond the grave: An autopsy of consumer attitudes toward promotional communication in a posthumous context

Cited by 3 publications

References 33 publications

A thematic exploration of human brands: literature review and agenda for future research

A thematic exploration of human brands: literature review and agenda for future research

Performing Culture and Problematizing Identity through “Anything for Selena”

Mega-influencer follower effect: the mediating role of sense of control in brand attitudes, purchase intentions and engagement

Contact Info

Product

Resources

About