The effect of charitable giving by celebrities on the personal public relations

Sungwook, Hwang

doi:10.1016/j.pubrev.2010.04.010

Cited by 9 publications

(6 citation statements)

References 6 publications

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“…The four endorser traits combined may thus also have stimulated congruence and ad outcomes rather than greenness exclusively. Although halo effects are rather undesirable, they are a common occurrence in celebrity endorsement research (Fleck et al, 2012;Hwang, 2010;Kim, Lee & Prideaux, 2014). Considering prior studies and the results of this study, it appears multiple endorser dimensions matter to consumers (Erdogan et al, 2011;Kim et al, 2014).…”

Section: Limitations and Future Researchmentioning

confidence: 55%

“…However, practitioners need to be aware that consumers can hold multiple perceptions of the star, which requires consideration when selecting them for endorsements. Therefore, ensuring the star's believability, endorser credibility dimensions should be included as standard criteria in the selection process (Hwang, 2010). If a credible star is seen as eco-conscious and eco-friendly, they can become superior green product endorsers.…”

Section: Discussionmentioning

confidence: 99%

“…Real-life star activities should be scrutinized in view of green brand image overlaps (Alexander, 2013;Hwang, 2010;Kim et al, 2014). Research prospects in green advertising are plentiful: Stars promoting animal welfare can endorse pet-related products; fashionable celebrities can endorse eco-fashions (Winge, 2008), while celebrities with affinities for technology may endorse hybrid cars (Lee & Park, 2013), technology, or home products.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

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The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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ABSTRACT. This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.

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Section: Limitations and Future Researchmentioning

confidence: 55%

Section: Discussionmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 99%

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The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

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“…Unlike the revenue-sharing model which may suggest that the contributors are financially motivated, a donation model could actually signal that the contributors are motivated by good will, and so perhaps have the audience's best interest at heart. Furthermore, contributors who donate can also trigger a positive halo effect -people who are altruistic and make charitable contributions are typically perceived to have higher trustworthiness and expertness [11,15]. Therefore, disclosing this type of contribution incentive may improve the perception of the contributor and enhance credibility.…”

Section: H1 a Revenue-sharing Model Lowers Source Credibility By Lowmentioning

confidence: 99%

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Hsieh

Hudson

Kraut

2011

Proceedings of the SIGCHI Conference on Human Factors in Computing Systems

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This study explores whether certain contribution incentives for online user-generated content can undermine or enhance contributor's credibility. In an online experiment, we found that contributors who are rewarded with donations made in their names are perceived to be more credible than contributors who are financially compensated through revenue-sharing or contribute voluntarily. In addition, disclosing the chosen charity for donation can also impact credibility. Content viewer's self-identification with charity and the congruency between charity and content topic are both factors that may enhance credibility. Our findings lead to practical implications on when and how to use contribution incentives to enhance credibility.

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“…However, parasocial relationships seldom emerged in public relations research (Watkins, 2017) and were mostly analyzed from the perspective of organizational-public relationships (Coombs and Holladay, 2015). Past research on the entertainment industry was mostly conducted from a marketing perspective and looked at the publics’ reactions to marketed celebrities (Colapinto and Benecchi, 2014; Summers and Morgan, 2008), the impact of celebrity charities on credibility and future buying behavior (Hwang, 2010; Um and Lee, 2015), and the effects of celebrity endorsements on purchasing intentions (Fong and Wyer, 2012; Jin and Phua, 2014; Pfarrer et al , 2010; Swerdlow and Swerdlow, 2003; Um, 2013a). The present study argues for the importance of continued research and practice of personal public relations for the benefit of celebrities, most of whom are negatively impacted by the marketing approach that transforms them into commodities, and for the benefit of the society, as individuals who follow celebrities emulate their behavior and practices.…”

Section: Introductionmentioning

confidence: 99%

Personal public relations and celebrity scandals

Maiorescu

2017

JCOM

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Purpose The purpose of this paper is to examine the relationship between personal public relations practices, which trigger parasocial relationships between celebrities and their followers, and initial reactions to celebrity crises. For this purpose, the study analyzed Johnny Depp’s (JD’s) communication practices over a period of 15 years and assessed online perceptions of responsibility attribution and message valence in the aftermath of JD’s 2016 divorce and accusations of domestic violence. Design/methodology/approach The study employed the case study methodology and analyzed two data sets. First, a frequency analysis was conducted to determine the most prevalent cultural dimensions (Hofstede, 2011) present in JD’s interviews (n=116). Second, several χ2 tests were run on an additional sample of analysis (n=1,044) which comprised reactions on Twitter in the aftermath of the crisis. The study tested whether there was a relationship between culture, responsibility attribution, and message valence. Findings The results indicate a relationship between the dimension of long-term/short-term orientation and message valence, indulgence/restraint and responsibility attribution and finally, male dominance and message valence. These results suggest that, to a certain degree, the reactions to the crisis analyzed mirrored the celebrity’s public relations practices. Namely, cross-culturally initial responsibility attribution and message valence were influenced by the degree to which the celebrity’s values carried more weight in a culture than in others. Research limitations/implications The study only considered tweets that were written in English and stemmed from profiles that identified the location of the users. Furthermore, this analysis took a case study approach and assessed JD’s public relations practices. Therefore, it is difficult to generalize the results and their implications especially in circumstances in which celebrities do want to promote an image that deviates from their real identity so as to hide certain less appealing aspects of their lives. Nonetheless, the study represents a step forward toward the transition from marketing celebrities to promoting them transparently and around their personal values. Practical implications Currently, the entertainment industry is dominated by a marketing approach that commodifies celebrities to the extent to which their promotion deviates significantly from their personal values. As a result of this deviation, the approach makes it difficult to appropriately address crises since the latter constitute unexpected events. In addition, the marketing approach has been shown to further erode a celebrity’s well-being and lead to self-destructive behaviors. Conversely, a personal public relations approach allows practitioners to anticipate reactions to crises and respond adequately, therefore reducing further reputational damage. In addition, personal public relations practices trigger parasocial relationships between a celebrity and their followers by focusing on the transparent promotion of a celebrity, and therefore address concerns that celebrities raised in the past with regard to their objectification. Social implications Personal public relations practices shed light on the reality behind stardom and the promotion of personal values may be inspirational for celebrity followers. While marketing celebrities exposes publics to the glamorous life at Hollywood, personal public relations sheds light on the factors that triggered it, among which commitment, hard work, and/or dedication. Originality/value Currently, there is a paucity of studies that shed light on personal public relations and parasocial relationships in international contexts. In addition, the strategic communication literature with regard to celebrity crises lacks studies that analyze the publics’ reactions to crises. The present study aimed to fill these gaps.

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The effect of charitable giving by celebrities on the personal public relations

Cited by 9 publications

References 6 publications

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

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Personal public relations and celebrity scandals

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