The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes

Abstract

Purpose The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making processes using the AISAS model. Design/methodology/approach A within-subject experimental design was used to observe how young adults in Malaysia would respond to two promotional methods about a new seafood restaurant. A total of 180 responses were collected using a structured questionnaire. Data were assessed and analysed using partial least squares structural equation modelling. Findings The results show that while celebrity endorsed advertisement remains relevant to customer’s decision-making processes, the effect of selfie promotion is comparable to celebrity endorsement. The sequential mediation for both models is found to be significant, but the AISAS model with selfie promotion produces better in-sample prediction (model selection criteria) and out-of-sample prediction (PLSpredict) compared to celebrity endorsed advertisement, thus suggesting its better representation to reality. Research limitations/implications Despite being limited to young adults in Malaysia and a particular product, the study is essential to understanding the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes. Practical implications The study provides insights into how business organisations could exploit the advancement of communication technology to encourage selfie behaviour to promote their products in an innovative and competitive manner. Originality/value The assessment of the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes using PLSpredict and model selection criteria articulates the relevance of selfie as a promotional tool. It also provides an alternative technique for conducting model comparison research.

Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model

“…The linear influence relationships (attention → interest → search → action → share) of the AISAS were significantly positive, while only some of the nonlinear influence relationships were significant and weaker than the linear ones. These results are consistent with those of Hendriyani et al and Cheah et al, and also verify that the AISAS model is more suitable than AIDMA for explaining the behavioral characteristics of tourism consumers in the Internet era [56,76].…”

“…Hendriyani et al used the AISAS model to analyze the online consumer behavior of Twitter users and found that there were positive relationships between attention and interest, interest and search, and search and behavior [56]. Cheah, Ting, Cham, and Memon applied AISAS to compare the effect of celebrity-endorsed advertising and selfie promotion and found that the AISAS model with selfie promotion produced better predictive ability while attention had a positive impact on interest, interest on search, search on behavior, and behavior on sharing [76]. Therefore, the following hypotheses were proposed: Hypotheses 1 (H1).…”

“…Hendriyani et al (2013) found that attention had significant positive effects on search, attention on action, attention on sharing, interest on search, interest on sharing, and search on sharing [56]. Cheah et al found that attention had a significant positive effect on search, interest on behavior, and search on sharing [76]. Abdurrahim, Najib, and Djohar determined that: (1) social media had a positive impact on attention, interest, and search; (2) attention had a positive effect on sharing; (3) action had a positive impact on sharing; and (4) interest had no significant impact on action [62].…”

Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness

“…Positive results were derived by Hu et al ( 2002 ) and Luk and Yip ( 2008 ) that established trust would improve the promotion effectiveness and further influence the final purchasing motivation and intention. Nevertheless, many changes have taken place since the last decade in the e-commerce arena such as the increase in digital buyers, the pervasiveness of social media and further advancement in technology (Cham et al 2016 ; Cheah et al 2019 ). Thereupon, this research is carried out to re-examine the trust-based recommendation system on product promotion effectiveness toward current generation of digital buyers.…”

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

“…Recent studies also investigate subjects related to personalization and customization, such as the use of mobile applications and various communication tactics to enhance business performance and facilitate consumer's decisions and experience (Cheah, Ting, Cham & Memon, 2019;Steinhoff et al 2019). Personalization is effective in the current environment as organizations have access to large volume of data on customer's purchase behaviour, website browsing, and preferences that can be analysed to create customer profiles (Liu-Thompkins, 2019;Schreiner, Rese & Baier, 2019;Shanahan, Tran & Taylor, 2019;Strycharz, van Noort, Helberger & Smit, 2019).…”