Sentiment Analysis of Celebrity-endorsed Advertisements

Abstract

The usage of Celebrity endorsers in brand advertising has become popular since the presence of a celebrity endorser is likely to positively influence the consumer to buy their products. Marketers expect that the celebrity’s endorsement will create an emotional tie to the product/brand and his/her good attributes will be transferred to the brand. Our research has focused on the impact of celebrity advertisements on consumers using sentiment analysis. Our objective was to use sentiment analysis to calculate the sentiment scores of advertisements with celebrity endorsements. We used four celebrity-endorsed advertisements and collected responses/reactions from consumers. The advertisement responses were analysed using ‘sentimentr’ for endorser congruence and endorser frequency conditions. The findings revealed that brand-endorser congruence and highly frequently appeared endorsers have received high sentiment scores. This research has shown that marketers need to choose brand-congruent and highly frequent endorsers for creating advertising impact.