Celebrity Advertising Research Articles

Examining process mechanism of celebrity attributes on brand advocacy

PurposeThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.Design/methodology/approachThe study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.FindingsCelebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.Originality/valueThe study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Tesla Corporate Management Review: Analysis of Tesla’s Marketing Strategy in Chinese Market

Tesla is one of the world’s leading electric vehicle (EV) manufacturing companies. Its market entry into China has been marred with several challenges and wins, some of which are discussed in this document. Drawing from a secondary literature review analysis, the findings of this document demonstrate that Tesla's market entry strategy into China has been multipronged with tenets in celebrity advertisement, collaborative marketing, and hunger campaigns. This multifaceted marketing campaign has enabled Tesla to reach different consumer groups within the Chinese EV market. Key sections of this paper further interrogate the firm's marketing campaign in China, relative to the 4Ps of marketing. The findings of this discussion equally discuss the establishment of the Tesla brand in the Chinese market, its development over the years, and the current market situation. The goal is to identify key strengths and weaknesses associated with the brand that could be useful in consolidating its market position and exploiting emerging opportunities in the EV market.

Advertising through influencers in Vietnam today: Trends and Concerns

Purpose: In the context of the developing market economy, businesses are increasingly paying attention to advertising activities to introduce products and services to the public, to increase revenue and to promote brands. Today, there are many forms of advertising such as Advertising through social media platforms (Google, Facebook, Youtube, Tiktok…), press media (electronic newspapers, newspapers, radio, and television), outdoor advertising, or advertising through celebrities (singers, models, actors, KOLs- Key Opinion Leaders). In particular, the form of advertising through celebrities is becoming a trend used by many businesses. This form of advertising has a strong attraction to the attention and attention of a large number of consumers, especially celebrity fans. However, this form of advertising also has many risks that need to be considered. Therefore, through this article, we explain and raise the basic concepts of advertising and celebrities. To analyze the current advertising activities through celebrities in Vietnam, from which to propose some recommendations on activities and management for this form of advertising.
 
 Method: Leveraging innovative analytical approaches, this article unveils compelling insights into the evolving landscape of celebrity-based advertising in Vietnam. By proposing strategic recommendations, the study aims to shape the future of this influential marketing tool.
 
 Results and discussion: Despite the certain advantages of celebrity advertising, it also has some limitations. These include: If celebrities, and representatives involved in the implementation of the campaign are involved in scandals related to their personal or work life, it will seriously affect the brand's image. Even if products are also boycotted, consumption is suddenly reduced. However, celebrity advertising in Vietnam is currently facing several problems, including: Unethical advertising; Lack of transparency; Lack of professionalism…
 
 Originality: This article enriches the multifaceted landscape of advertising research by advocating for evidence-based, practical applications of celebrity endorsements. It further promotes the need for robust legal frameworks governing celebrity advertising, not only in Vietnam but globally.

Attitudes of the Jordanian Public towards Advertisements by Artists in Satellite Stations and their Impact on their Purchasing Behavior: A Field Study

This study aimed to identify the Jordanian public’s attitudes towards advertisements by artists in satellite stationsand their impact on their purchasing behavior. The study falls within the scope of descriptive research, employing a survey methodology. A questionnaire was distributed among a sample of 491 Jordanian individuals residing in the Northern region, chosen using convenience sampling. The study applied the Dependency Theory and the AIDA model, reflecting them in the study's questions and objectives. The study reached the following results: It was found that there was an effect of advertisements by artists on satalleite stations on the purchasing decision, as the Jordanian public preferred advertisements of Arab artists and watched them on Arab satalleite stations in a large percentage, and that the most important factors attracting attention are colored photographs, the product presentation method, and the celebrity's personal charisma. Key factors in arousing interest included the presentation method, clear and appealing product display, and the use of a concise method to express the product suitable for various ages and education levels. The cognitive effects on the sample population included an increase in their knowledge of different cultures and a proper assessment of the product. Emotional effects involved a sense of satisfaction, and behavioral effects stimulated them towards making a purchase. A statistically significant relationship resulted between the degree of Jordanian audience engagement with celebrity advertisements on the stations and the existence of a statistically significant relationship between the effects (cognitive, emotional, and behavioral) of artists’ advertisements on satellite stations on the Jordanian public and the purchasing behavior.

Sentiment Analysis of Celebrity-endorsed Advertisements

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.

Impact of Celebrity Endorsement in Marketing Campaigns on Customers

A celebrity's fame and reputation are used to promote a brand or product by celebrity endorsement, sometimes also called as celebrity branding or celebrity advertising. Nonprofit groups that exploit a celebrity's fame to promote a cause or collect money for it are examples of other use cases. Alternatively, event marketers may use a celebrity's notoriety and appeal to generate buzz and prestige for their virtual or hybrid event. It's not necessary for your chosen celebrity to be a movie star. Great branding efforts have been created by brands using several people like musicians, athletes, social media celebrities, or even artificial characters like cartoon characters. So there can be two requirements for choosing of celebrity endorsements first one is according to image which means does our values matches with that celeb and the other one is following that is the reach of the celeb how much people follow them. Then the question arises of why we use celebrities as a marketing tool or advertising for our brand so there are several reasons in favour of it.

Government public relations, audiovisual communication and the informalisation of Sweden

This article addresses the role of television as a ‘new media’ in government public relations. Drawing on sociological theories on informalisation, this study analyses three features of the Swedish public information programme Anslagstavlan during the 1970s and 1980s: first, formal techniques such as editing, pacing and use of animations; second, narrative strategies including the utilisation of celebrity advertising and intertextuality; and last, the rhetoric of public information. The study shows that the engineering of informality was a key communication strategy for government agencies and that televised information contributed to the conversationalisation and personalisation of government agencies’ communication in medium-specific ways.

Impact of Celebrity Endorsement on Consumer Buying Behaviour of Jewellery : A Study in Odisha

The largest gold jewellery market in the world is located in India. Gold has merged into the Indian mentality and has become an indispensable component of Indian society. In India, gold jewellery is the most popular type and is in high demand since buying gold on auspicious events like festivals, weddings, and birthdays is seen as good luck. Due to the expansion of organized shops, customer purchasing habits are significantly shifting.Companies spend a lot of money on celebrity advertising in today's cutthroat market as they work diligently to establish a place in the thoughts of the consumer. It is considerably more difficult for businesses to draw clients to their goods and services due to the cutting-edge competition and the introduction of new advertising methods. Almost every jewellery brand is roping on celebrities in order to attract more and more customers. This study was conducted to know the impact of celebrity endorsement on consumer buying behavior of jewellery in Odisha. A sample of 200 consumers was taken from different regions of the state. Data collected was analyzed using Percentage analysis and chi-square test. It has been found that celebrity endorsement has a positive impact on consumers buying jewellery and due to high making charges a great chunk of consumers don’t prefer branded jewellery which are endorsed by celebrities.

Nexus of Overall Cost of Celebrity Endorsement and Market Performance of Alcoholic Brewery Products in Lagos Metropolis, Nigeria

The study examined the nexus between the overall cost of celebrity endorsement and market performance of alcoholic brewery products in Lagos Metropolis in Nigeria. The population of the study therefore was 1,184. The study adopted a census technique for this study. The reason behind this is to mitigate possible high rate of non-response during the survey. The study anticipated some level of non-response since the targeted products has capacity to intoxicate consumers. The study revealed that all the independent variables have a positive effect on product market performance, except cost of celebrity endorsement, with their respective coefficient values of 0.097984 for cost of celebrity advertising, 0.825558 for cost of celebrity selection process/audition, 0.363291 for cost of celebrity publicity and -0.385858 for cost of celebrity endorsement. While cost of celebrity selection process/audition exerts a positively significant effect on product market performance with 0.0370 probability value, the positive effects of cost of celebrity advertising and cost of celebrity publicity are not significant with their respective P-values of 0.4109 and 0.4625. Also, the negative effect of the cost of celebrity endorsement is insignificant with the probability of 0.5653. The study concluded the insignificant effect of cost of celebrity advertising and cost of celebrity publicity on product performance might be due to the failure of the firms in the Brewery industry to endorse celebrity that has the potentials to stimulate the buying behaviour of customers. The study further recommends that cost of advertising, cost of celebrity selection process/audition and cost of celebrity publicity should be accorded great attention in the whole process of celebrity endorsement. The amount to be expended should be given thorough evaluation in relation to the attributes of the celebrities.

Hollywood’s Embassies

Hollywood’s Embassies

Brand-Celebrity Fit, Self-Concept Consistency and Ads Experience*--An Empirical Study of Responses Towards Weibo Celebrity Ads

Drawing on self-concept consistency theory, sponsor fit theories and advertising literature, we examine the influence of brand-celebrity fit and self-concept consistency on Weibo users’ ads experiences and their responses to Weibo celebrity advertising. By stating how Weibo celebrity characteristics influence celebrity fans’ perceptions, we describes a mechanism by which celebrity fans may respond positively to celebrity advertising in Weibo. We collected data to test our model by online survey. The sponsors of Weibo celebrity advertising were suggested to cooperate with the celebrity who had significant image and loyalty fans, and the celebrity image was consistent with their brand personality.

Celebrity Advertisement and Young Voters’ Choice of Political Candidates in Ghana: Looking Through the Lens of Tertiary Students

The drive to win elections by political candidates has resulted in the employment of marketing tools such as celebrity advertising. Celebrities have been engaged in endorsing various political candidates. The current study sought to investigate the influence of celebrity advertisement on young voters’ choice of political candidates in Ghana. The study employed the quantitative technique through regression statistics to establish the influence. A sample of about 400 students (respondents) was drawn for the study. The results showed that there was weak positive but significant influence of celebrity advertisement on young voters’ choice of political candidates. This indicates that political parties that engage celebrities in advertising for their candidates and brands stand the chance of winning over young voters to vote for their candidates. It is recommended that celebrity advertising should be designed in such a way that it could improve the capacity of creating long lasting impact in the minds of young voters, influencing young voters to better recognize political candidates at voting points as well as influencing recalling of political candidates during national elections. Policies makers should put measures in place to regulate the contents and type of adverts that can be run by celebrities for political parties since most of these adverts are directed to and consumed by young voters.

The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah)

<p>The main purpose of this study is to analyze the consumer’s perception of single celebrity endorsement and celebrity family endorsement in the context of Instagram advertising. Instagram is selected as the research context due to the application has become a new trend in Asia and there are abundant people who use it as a media for promotion. The object of this research is Anang and Ashanty family business. They are a famous celebrity couple in Indonesia which successfully established numerous product lines, as well as a variety of brands and, interestingly, both Anang and Ashanty (along with their children), are the advertisement models of all of their product in the Instagram. The paper comprises of two separate studies. The first study would use 2 x 2 factorial design to compare the Instagram user’s response towards four stimuli of Instagram advertisements. Two stimuli would depict Instagram advertisement of single celebrity endorser (represents by Ashanty) and the other two stimuli would depict Instagram advertisement of celebrity family endorser (represents by Anang and Ashanty family). The stimulus is taken from the original advertisement from the couple’s product lines which represents by one cake product and one acne cream product. The second study is a consumer’s opinion survey which measures respondent’s opinion towards the advertisements. Based on the survey results of 547 Instagram users in Indonesia, it is revealed that celebrity family advertisement emerged higher than single celebrity advertisement for the acne cream product. Hence, it can be concluded that the consumer does value celebrity family endorsement more than individual or single celebrity endorsement. However, further analysis reveals that the engagement only exists in the initial stage (attention) and the middle stage (desire and search) of consumer’s psychological process to purchase a new product due to all of the advertisement is lacking information about the price.</p><p><strong>Keywords:</strong> Family Business Branding, Single Celebrity Endorsement, Celebrity Family Endorsement, Instagram.</p>

إتجاهات الشباب العراقي نحو إعلانات المشاهير في مواقع التواصل الاجتماعي

في ضوء ما تشهده الساحة الإعلانية من طرق و أساليب جديدة في إيصال الرسالة الإعلانية إلى المستهلكين عبر إيجاد نوافذ جديدة عن طريق الاتصال بهم ولا سيما عبر مواقع التواصل الاجتماعي والتي أصبحت الخيار الأول لدى الشركات الإعلانية من أجل نشر سلعها و خدماتها فيها ، فضلاً عن اعتماد هذه الشركات في الوقت الحاضر على المشاهير بشكل كبير من أجل الظهور رفقة منتجاتهم و سلعهم من أجل جذب إنتباه الجمهور نحوها . ويهدف البحث إلى معرفة اتجاهات الشباب نحو الإعلانات التي تظهر بها شخصيات مشهوره في مواقع التواصل الاجتماعي . و قد استخدم الباحث المنهج المسحي الذي يهدف إلى تسجيل الظاهرة و تحليلها و تفسيرها بعد جمع البيانات اللازمة و الكافية عنها ، كما استعان الباحث بأداة الإستبانة في دراسته . و توصل الباحث إلى عدة نتائج منها : *حصول موقع الانستقرام المرتبة الأولى من حيث أكثر المواقع التي يتم عن طريقها متابعة الجمهور إعلانات المشاهير. *السبب الرئيس الذي يدفع الجمهور لمتابعة إعلانات المشاهير في مواقع التواصل الاجتماعي هو الحصول على مزيد من المعلومات و البيانات حول المنتجات. *أكثر المشاهير الذين يتم متابعة إعلاناتهم في مواقع التواصل الاجتماعي هم مشاهير الموضة و الازياء .

Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach

Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity’s credibility on consumer’s attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity’s credibility v/s corporation’s credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were collected from 252 college students by randomly exposing them in small group, to four different advertisements. The results confirmed a significant impact of celebrity credibility on attitude towards green advertisement. However, it had no direct impact on attitude towards brand or intention to purchase green products. Moreover, the effect of celebrity credibility on purchase intention was reported to be mediated through attitude towards advertisement and attitude towards brand.

The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model

The research evaluates the effect of celebrity trustworthiness in creating effective endorsements. The previous research in the field has suggested two competing theories in explaining the influence of celebrity trustworthiness on endorsement effectiveness. This study tries to incorporate this theory for developing a comprehensive model for explaining the effectiveness of celebrity trustworthiness. The article opted cross-validation methodology for evaluating the models. The study selected two advertisements based on a pretest conducted in MG University. The highly recalled female celebrity advertisement formed calibration stage and highly recalled male celebrity advertisement formed validation stage. The calibration stage of the study had 386 respondents and validation stage had 378 respondents. Path analysis, chi-square analysis for model difference and critical ratio analysis for the model difference were employed in the study. The findings of the study suggest that the hybrid model brought statistically significant improvements to the congruence model. The study also found that the trustworthiness was the second highest influencer in case of male celebrity whereas in case of female celebrity, attitude towards brand was second highest influencer. Further the chi-square analysis of group difference showed no significant difference in model among male and female celebrity confirming the robustness of the model.

Convenience Store Lunch box’ Selection Attributes’ Effects on Celebrity Advertisement Attitude and Purchase Intention

Consumption of convenience store’s lunch box gains its popularity and sales increase along with successful celebrity endorse on lunch box marketing. This research amid to verify celebrity advertisement effect in the content of convenience store lunch box including previous studies’ variables, advertisement attitude and purchase intentions. Empirical data collected from S college student Busan were tested three variables: convenience store lunch box selection attribute, celebrity advertisement attitude and purchase intentions. Exploratory factor analysis revealed three attributes: convenience, product and brand. Regression analysis found that selection attributes positively affect the celebrity advertisement attitude except convenience factor (H1). Celebrity advertisement attitude also affects purchase intention (H2). Theoretical and managerial implication also further discussed in conclusion

The Effectiveness of the Celebrity Advertisement Process and its Impact on Buying Intention

It has been observed that advertisements with celebrities create a great influence among the younger generation. Marketers spend considerable amounts on celebrities based upon the belief that celebrity endorsed advertisements are reliable, and that they have the knowledge about the brand, product recall, instant awareness, and retention of the products (Cooper, 1984) is quite more in those brands endorsed by the celebrities. Therefore, the current study attempted to know the determinants of factors such as Attractiveness of the celebrity (X1), Celebrity credibility (X2), and Celebrity expertise (X3) that determined the buying intention of the respondents. A sample size of 220 respondents was considered for the purpose of the study. On performing detailed analysis, patterns from the data were further put for validation through testing of hypotheses, whichever we deemed important and based upon the conditions set for such test. The study revealed that the brand ambassadors played an important role in boosting the sales. The study further found that products advertised with brand ambassadors had a large impact upon the buying behavior. Majority of the respondents perceived celebrities' physical attractiveness as the major factor in celebrity advertisements. The respondents preferred a celebrity to be attractive in his/her physical appearance, to wear stylish clothes according to latest fashion trends, and to have an elegant presence.

Celebrity poses and consumer attitudes in endorsement advertisements

Purpose The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses. Design/methodology/approach Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China. Findings Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded). Originality/value Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.

Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest

In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and analyze, 1. Effect Against Celecrity Endorser Buy Consumer Interests, 2. Influence of Social Media To Buy Consumer Interests, 3. Ad Impact Of Interest Buy Consumer, Youtube Content, 4. Effect Against Buy Consumer Interests, 5. Effect of brand Awareness To Buy Consumer Interests, 6. Influence of Celebrity Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this study is to acquire knowledge and test theories about Celebrity Endorser, Social Media, Advertising, YouTube Content and Brand Awareness. This research was conducted in Indonesia precisely in Jakarta, Bogor, Depok, Tangerang, and Bekasi with total sample. Processing of data using SEM techniques and applications smartPLS 3.0. The results of this study show the influence. The most high buying interest is social media and the influence of the low buying interest is is a stylish celebrity endorser.