Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

Hussain, Shahzeb; Melewar, T.C.; Priporas, Constantinos‐Vasilios; Foroudi, Pantea; Yusef, Waleed

doi:10.1057/s41299-020-00107-z

Cited by 10 publications

(9 citation statements)

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“…Many studies on celebrity endorsement emphasise the vital role of trust in conveying the message (Ismagilova et al , 2020; Lou and Yuan, 2019). In the celebrity endorsement context, trustworthiness towards the celebrity is often described as the extent to which the audience views the celebrity to be capable of conveying a feeling of integrity, honesty and credibility through the message generated via a marketing medium (Hussain et al , 2020; Wang and Scheinbaum, 2018). Moreover, current literature suggests that trustworthiness towards the celebrity is linked to a more positive attitude towards the message shared (Wang and Scheinbaum, 2018).…”

Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

Gamage

Ashill

2022

JPBM

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Purpose Despite the increasing popularity of influencer marketing, there exists a lack of understanding of how content created by social media influencers stimulates the pre-purchase behaviour of followers. Based on the stimulus-organism-response framework, this paper aims to address this lacuna by examining how influencer-created content affects the willingness of followers to search for more information related to the posted product. Design/methodology/approach A cross-sectional research design uses a web-based questionnaire among Instagram users in Sri Lanka. Structural equation modelling with analysis of moment structures 27 and SPSS PROCESS macro are used for hypothesis testing. Findings Findings indicate that the commercial orientation of influencer-created content reduces follower trustworthiness towards them and the perceived credibility of the content. Mediation results demonstrate that the commercial orientation of influencer-created content negatively affects follower willingness to search for more information related to the posted product through trustworthiness and perceived credibility. Practical implications When adopting influencer marketing to stimulate information search behaviour, marketing practitioners should carefully examine the commercial orientation of the content of the messages posted by social media influencers to maintain high levels of follower trustworthiness towards the influencer and positive follower credibility perceptions of the message. Originality/value This paper adds to influencer marketing literature by demonstrating the underlying process through which the commercial orientation of influencer-created content impacts follower willingness to search for product-related information.

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Section: Theoretical Framework and Hypotheses Developmentmentioning

confidence: 99%

# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

Gamage

Ashill

2022

JPBM

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“…, 2011). Celebrity trust also emits positive signals to build brand credibility and image, which further develops corporate credibility and corporate image (Hussain et al. , 2021).…”

Section: Review Of Literaturementioning

confidence: 99%

“…These communications signal investors regarding companies' involvement in positioning brands, improving profitability and cash flows, and the firm's financial strength (Clark et al, 2002;Ding et al, 2011). Celebrity trust also emits positive signals to build brand credibility and image, which further develops corporate credibility and corporate image (Hussain et al, 2021).…”

Section: Stock Investment Intentionsmentioning

confidence: 99%

“…Research studies indicate that corporate reputation is valuable for developing consumers' positive frame of mind towards purchasing decisions (Rahman et al, 2021). In this regard, celebrity endorsement and corporate reputation positively influence consumers' attitudes towards their buying intentions for the products and services endorsed by celebrities in television advertisements (Hussain et al, 2021;Rahman et al, 2021). In line with these findings, it would be interesting to evaluate investors' preferences to invest in a firm affected by corporate reputation.…”

Section: Stock Investment Intentionsmentioning

confidence: 99%

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Do celebrity endorsements influence stock investment intentions?

Shiva

Arora²,

Rishi³

2022

MIP

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PurposeCelebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.Design/methodology/approachThe study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.FindingsThe results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.Originality/valueThe study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

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“…Han and Ki (2010) found that celebrity reputation represents six dimensions, i.e., personalities, relationships, appearance, expert abilities, management of their private lives, and reputation. For many years, corporations have learned how to use celebrities' reputations to promote credibility (Hussain et al, 2021). Goldsmith et al (2000) reported that celebrity credibility has the strongest impact on consumers' attitudes toward the ad, while corporate credibility has the strongest impact on consumers' attitudes toward the brand.…”

Section: Celebritymentioning

confidence: 99%

Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce

2022

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Live commerce is a phenomenally innovative form of social commerce in China. In this paper, the authors aim to explore the authenticity of live commerce. By employing a qualitative approach using in-depth interviews and grounded theory, 21 initial categories are classified into six core categories. Among them, authenticity-associated concepts are classified into explicit concepts and implicit concepts. Explicit concepts of authenticity are associated with objectively authentic cues, while implicit concepts of authenticity are associated with subjectively authentic experiences. Moreover, the study explores the relationship between explicit concepts of authenticity and product commitment, as well as the relationship between implicit concepts of authenticity and affective commitment. Both of these paths are found to influence consumers' shopping-related behaviors. Although consumers can more easily perceive explicitly authentic cues than implicitly authentic experiences, this study suggests that the latter may be more effective in inducing shopping behaviors. In addition, the effect of streamer attractiveness on opinion leader building is addressed, while authenticity is found to be an alternative approach to attract consumers both for attractive and nonattractive streamers. Finally, the study addresses theoretical implications and practical implications as well as suggestions for future research.

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Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach

Abstract: Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Yousef, Waleed (2020) Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review .

Cited by 10 publications

References 115 publications

# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

# Sponsored-influencer marketing: effects of the commercial orientation of influencer-created content on followers’ willingness to search for information

Do celebrity endorsements influence stock investment intentions?

Beyond beauty: A qualitative exploration of authenticity and its impacts on Chinese consumers' purchase intention in live commerce

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