Celebrity Endorsement Research Articles

From initiations to sales: leveraging social media referral initiatives on customer willingness to participate in the cosmetics landscape in Sri Lanka

PurposeReferral marketing can be identified as the commercial form used to encourage word-of-mouth (WOM) communication. It has become popular in recent times, supporting organisations to attract new customers towards making strides in how customers are pursued to purchase certain types of products/industries. However, some factors impact the success of referral marketing programmes. This study focuses on analysing the impact of such factors as brand, rewards and celebrity endorsement on user engagement in social media referral marketing programmes.Design/methodology/approachFurther, this study discusses the moderating impact of social ties on this relationship mainly focusing on the cosmetic industry. The data were collected from respondents with exposure to referral marketing programmes through the social media platforms: Facebook, LinkedIn, WhatsApp and Instagram. The structural equation modelling (PLS-SEM) was used to analyse the data collected.FindingsThe results of the study revealed that brand, reward and celebrity endorsement significantly impact the participation willingness of customers in social media referral marketing programmemes. Moreover, it showed that the social tie moderates only the brand impact on the participation willingness of customers, whereas it does not moderate the impact of rewards and celebrity endorsement on the participation willingness of customers. In doing so, the study looks extensively into the elements that drive or shape customer behaviour within this specific market niche by investigating the effect of brand, incentives and endorsements by celebrities on customer engagement.Originality/valueAccordingly, this study sheds light on the complex relationship among brands, rewards and celebrity endorsements, while also considering social ties within the context of social media referral marketing initiatives. It also delivers useful information for academics as well as practitioners. Limited studies have been conducted in this field, and therefore, this study adds some knowledge, also highlighting the moderation effect of social ties.

Accounting Analysis of Cost and Benefit of Celebrity Endorsements in Micro, Small and Medium Enterprises

Dalam era digitalisasi, media sosial telah menjadi bagian integral kehidupan manusia, tidak hanya sebagai alat komunikasi tetapi juga sebagai platform branding dan pemasaran. Fenomena ini menciptakan peluang bagi bisnis untuk menggunakan selebgram, individu terkenal di media sosial, sebagai agen promosi produk. Namun, strategi ini tidak terlepas dari biaya yang signifikan. Penelitian ini bertujuan untuk melakukan analisis biaya-manfaat (Cost-Benefit Analysis/CBA) terhadap promosi produk melalui endorsmen selebgram di Indonesia, dengan fokus pada UMKM di Pamekasan. Metode penelitian campuran (mix methods) digunakan untuk menggabungkan pendekatan kuantitatif dan kualitatif. Data diperoleh melalui, wawancara dengan pelaku UMKM dan selebgram, dokumentasi, dan studi literatur. Data kuantitatif mencakup tarif endorsmen selebgram terkenal, sedangkan data kualitatif melibatkan evaluasi manfaat yang diterima oleh UMKM. Diketahui bahwa selebgram mematok tarif yang bervariasi, dengan beberapa selebgram termahal mencapai Rp50.000.000. Analisis biaya-manfaat dilakukan untuk menilai efisiensi investasi dalam promosi ini. Terlihat bahwa beberapa UMKM mencapai Cost-Benefit Ratio (CBR) tertinggi, menunjukkan efisiensi tinggi dalam menghasilkan manfaat.

Pengaruh Celebrity Endorser dan E-Wom Terhadap Minat Beli dengan Brand Image Sebagai Variabel Mediasi

This study aims to determine the effect of celebrity endorsers and electronic word of mouth on purchase intention with brand image as a mediating variable. This study uses primary data by distributing questionnaires to respondents via google form to collect research data. This study uses a non-probability sampling method combined with a purposive sampling method. Data analysis in this study used the SmartPLS version 4.0 application. The findings in this study indicate that celebrity endorsers have a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on brand image, celebrity endorsers have a positive and significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention. brand image can have a direct and significant effect on the relationship between celebrity endorser variables on purchase intention, brand image can have a direct and significant effect on the relationship between electronic word of mouth variables on purchase intention.

Pengaruh Kualitas Produk, Ekuitas Merek dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Maybelline: Studi pada Konsumen Produk Kosmetik Maybelline di Kota Kendal

This research aims to determine the influence of quality, equity and celebrity endorsers on purchasing decisions for Maybelline cosmetic products . The method used in this research is to use a quantitative method, which means a form of data in the form of numbers. The results state that product quality has a positive and significant effect on purchasing decisions. It can be interpreted that the better and better the quality of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Brand equity has a positive and significant effect on purchasing decisions. It can be interpreted that the better the level of equity of a product, the more interested consumers will be in deciding to buy Maybelline cosmetic products. Celebrity endorsers have a positive and significant influence on purchasing decisions. It can be interpreted that the better and more attractive the advertisement being promoted, the more interested consumers will be in deciding to buy Maybelline cosmetic products.

The Power of Celebrity Endorsements: Examining the BarenBliss Brand Image among TikTok Users

The purpose of this study is to ascertain how the Barenbliss brand is impacted by the visibility, credibility, attraction, and power of celebrity endorsers among Lubuklinggau Private University TikTok users. With a sample of 150 students who used the TikTok app, the study's population consisted of all enrolled private university students, or roughly 2057 students. The Smart PLS 3 analysis tool is used in this study's quantitative data processing methodology. The study's findings indicate that, first, the visibility variable of celebrity endorsers has no effect on the Barenbliss brand image; second, credibility positively affects brand image; and third, attraction has no effect on brand image. Brand Image, fourth, demonstrates that strength has a significant impact on brand image; fifth, it has positive significance because the t-statistic value of Visibility (X1) and Credibility (X2) on Brand Image (Y) is t-count greater than t-table; sixth, it has positive significance because the t-statistic value of Attraction (X3) and Power (X4) on Brand Image (Y) is greater; seventh, it is negative because the t-statistic value is smaller than the t-table; ninth, it is positive because the t-statistic value is smaller than the t-table; and, for testing all variables X against variable Y, significant positive results are obtained because the t-value-statistics is greater than the t-table.

The effect of social experience and content quality on the use of celebrity endorsement strategy in the social commerce context: a case study of Indonesia

The effect of social experience and content quality on the use of celebrity endorsement strategy in the social commerce context: a case study of Indonesia

The Influence of Social Media on Teen Consumer Behavior: Analyzing the Effects of Engagement through Likes, Shares, and Purchases

This study explores the impact of social media on teenagers' purchasing behavior and self-esteem. It reveals that celebrity endorsements and targeted ads significantly influence teens to make impulsive purchases on platforms like Integra and Face book. Additionally, excessive social media use is linked to lower body satisfaction and self-esteem. The research highlights how social media interactions, such as likes and shares, blur the line between social engagement and consumerism. It also raises ethical concerns about targeting minors with marketing strategies, emphasizing the need to promote responsible online behavior and awareness of social media's potential harm to teens.

Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

Purpose With the emergence of social media, online influencers have played a major role in brand marketing. This study aims to examine how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility and endorsement effects. Findings Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers. Research limitations/implications This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and social media influencer endorsement. Practical implications Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heroes can serve as nation-building agents through celebrity endorsement in advertising. Originality/value Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.

Pharmaceutical Advertising and Public Perceptions in Saudi Arabia

Introduction: As the pharmaceutical advertising landscape evolves with digital advancements, this study examines public awareness and perceptions of medication advertisements in Saudi Arabia. It focuses on the effects of regulatory frameworks and evaluates how they influence public understanding and attitudes toward these advertisements. Method: A cross-sectional study was conducted using an electronic survey in Saudi Arabia in December 2023. The survey was distributed on social media platforms and reached a diverse sample of 440 participants. It covered public perception and attitudes toward drug advertisements, knowledge of regulatory laws, and preferences regarding advertising mediums. Results: Out of the 440 participants in the study, who were primarily employees with bachelor’s degrees, there was a clear awareness of drug advertisements. The average age of the group was 33 years, and a significant portion (71.1%) held a bachelor’s degree, with 51.1% being employed. The findings revealed that 25.5% of participants frequently noticed drug ads, while 22.7% saw them very often. Although many found the ads informative, there were significant concerns about unrealistic expectations and the risk of overmedication; 89.8% believed the ads set unrealistic expectations about the effectiveness of medications. Additionally, 60.7% thought that celebrity endorsements might mislead the audience, and 91.1% felt that ads should provide more detailed information about potential risks and side effects. Regarding preferred advertising platforms, mobile apps and websites were favored (47%), followed closely by social media (46.4%). A striking 93.2% of participants believed that drug ads on social media should be subject to stricter regulations, and 96.4% wanted more proactive monitoring of online advertising. Many also reported using other sources, such as medical review sites, to verify medication information. Conclusions: Pharmaceutical advertising in Saudi Arabia must balance ethical transparency with educational value. The influence of digital platforms underscores the necessity for stricter regulation and accurate information dissemination. A collaborative approach is essential to align advertising practices with public health interests and regulatory standards.

Strategi Pemasaran Produk Kecantikan: Peran Celebrity Endorser dan Viral Marketing dalam Meningkatkan Minat Beli Scarlett Whitening

This study aims to examine the impact of celebrity endorsers and viral marketing on purchase interest in Scarlett Whitening beauty products, focusing on the beauty community in Singkawang City. Using a quantitative approach, data was collected through questionnaires distributed to a purposive sample of 100 customers and consumers. The independent variables are celebrity endorsers and viral marketing, while the dependent variable is purchase interest. T-test results reveal that both celebrity endorsers and viral marketing significantly influence purchase interest individually. Additionally, F-test results confirm that these factors collectively have a significant simultaneous effect on purchase interest in Scarlett Whitening beauty products in Singkawang City.

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers’ reputations. We collected a novel data set of user-generated YouTube videos created by prominent English-speaking influencers in the beauty and style category. We extracted a rich set of theory-driven video features and used DiNardo-Fortin-Lemieux reweighting to construct comparable treatment and control groups matched at the influencer-video level. The empirical analysis of the matched sample revealed a reputation-burning effect; that is, posting a sponsored video, compared with posting an equivalent organic video, cost the influencers 0.19% of their reputation (operationalized as the number of subscribers). The reputation-burning effect was stronger among the influencers with larger audiences. An analysis of likes, comments, and comment texts revealed a larger gap in audience response between sponsored and organic videos among the influencers with larger (versus smaller) audiences. The reputation-burning effect was mitigated when a high fit existed between the sponsored content and the influencer’s “usual” content and when the promoted brand was less well known. Our study empirically tested the assumption of several theoretical works. Moreover, it contributes to the literature on influencer marketing and celebrity endorsements and provides managerial implications for influencers, brands, and social media platforms. This paper was accepted by D. J. Wu, information systems. Funding: This research was supported by funding provided by Harvard Business School. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2023.00193 .

Influence of Lifestyle, Celebrity Endorser, and Brand Awareness on Purchase Intention Instant Lemonilo Noodles Products in Jabodetabek

Influence of Lifestyle, Celebrity Endorser, and Brand Awareness on Purchase Intention Instant Lemonilo Noodles Products in Jabodetabek

Harnessing the Power of VR and AR Technologies in Internet Celebrity Marketing and User Interaction

The integration of Virtual Reality (VR) and Augmented Reality (AR) technologies into internet celebrity marketing offers unprecedented opportunities for enhancing user engagement, personalizing user experiences, and creating interactive content. This paper explores how VR and AR can revolutionize user interaction by providing immersive experiences and valuable data collection capabilities. By examining various applications, including virtual events, AR advertisements, and branded experiences, we highlight the significant business opportunities these technologies present for internet celebrities and brands. The ability to monetize VR and AR content, combined with insights gained from data analysis, drives innovative marketing strategies and fosters deeper connections with audiences. Through collaborations between internet celebrities, brands, and tech companies, the potential of VR and AR to transform digital marketing and engagement is immense, offering exciting new avenues for growth and success.

Exploring The Celebrity Effect on Live-Streaming E-Commerce: A Comprehensive SWOT Analysis of Influencer Marketing Strategies

In recent years, with the rapid development of the Internet and mobile technology, the landscape of business and marketing has changed dramatically, and particularly notable is the rise of live-streaming e-commerce. This new e-commerce model combines e-commerce with live video streaming to enhance the shopping experience through product display, promotion and sales by anchors. In this model, the celebrity effect, which takes advantage of celebrities' large fan bases and strong influence, plays an important role in driving consumer behaviour. This paper explores the impact of the celebrity effect on live-streaming e-commerce and analyses its strengths, weaknesses, opportunities and threats through SWOT analysis with typical case studies in China. The findings highlight the key role of celebrity endorsement in increasing consumer engagement and purchase intention, while also exploring the potential risks and challenges. The paper concludes with suggestions for optimisation and development to maximise the role of the celebrity effects in live-streaming e-commerce.

Pengaruh Quality Product, Social Network, dan Celebrity Endorsement terhadap Purchase Intention terhadap Kopi Kenangan Megamall Batam

Increasingly tight business competition requires companies to continue to innovate in their marketing strategies. Kopi Kenangan is one of the many coffee shops that are easy to find, especially in big cities. Therefore, Kopi Kenangan needs to understand the factors that influence purchase intention in order to maintain and increase their market share. This study aims to analyze the influence of social networks, product quality, and celebrity endorsements on purchase intention at Kopi Kenangan Megamall Batam. This study uses a quantitative approach with a survey method. Sampling was carried out using the Slovin formula, resulting in 100 respondents as research samples. The data collection instrument was a questionnaire with a Likert scale designed to measure the variables of social networks, product quality, celebrity endorsements, and purchase intention. The results of this study indicate that social networks do not affect purchase intention, while product quality and celebrity endorsements have a significant effect on purchase intention. Therefore, Kopi Kenangan needs to develop a promotional strategy through social networks and improve product quality to increase customer purchase intention towards Kopi Kenangan.

Pengaruh Celebrity characteristic terhadap impulse buying melalui Celebrity endorsement dan Hedonic attitude serta Utilitarian attitude: Pendekatan Teori S-O-R

Impulse buying, is a consumer behavior characterized by spontaneous and unplanned buying decisions. The main problem faced in this research is how celebrity characteristics influence impulse buying through celebrity endorsement as well as hedonic attitude and utilitarian. This study used Structural Equation Modeling (SEM) to analyze data from 171 respondents to identify the relationship between these variables. The results show that celebrity characteristic has a significant positive effect on celebrity endorsement (coefficient 0.984, p-value 0.000), which then affects hedonic attitude (coefficient 0.757, p-value 0.000) and utilitarian (coefficient 0.686, p-value 0.000). Hedonic attitude increases impulse buying (coefficient 0.528, p-value 0.000), while utilitarian attitude has a negative influence (coefficient -0.296, p-value 0.005). The contribution of this study lies in an in-depth understanding of the role of celebrity characteristics in increasing the effectiveness of endorsements and their impact on impulse buying behavior. The conclusions of the study emphasize the importance of choosing the appropriate celebrity and designing marketing strategies that consider the emotional and rational aspects of consumers. Suggestions for marketers are to focus on relevant celebrity characteristics and integrate emotional and rational approaches in marketing campaigns to maximize the influence on impulse buying.

Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Somethinc di Purwokerto

This study attempts to look at how consumer decisions about Somethinc Skincare Products in Purwokerto are influenced by celebrity endorsements, brand perceptions, and product quality. To distribute surveys and gather quantitative data, the researchers utilized google forms. The group under research is made up of Purwokerto individuals who have purchased Somethinc skincare products. This sampling strategy combines a purposive sampling approach with non-probability sampling methods. The sample size was determined by utilizing the Roscoe approach to poll 110 people in total. This study makes use of descriptive statistics, hypothesis testing, testing of instruments, testing of classical assumptions, testing of goodness of fit, and testing of instruments. This study use multiple linear regression analysis as its method of data analysis. This study used the SPSS 26 statistical package to handle the data. According to this study's findings, Somethinc skincare products in Purwokerto are more likely to be purchased when the following factors are considered: celebrity endorsement, brand image, and product quality.

Pengaruh Celebrity Endorser dan Brand Trust terhadap Minat Beli Ulang pada Produk Bedak Padat Wardah di Kota Cimahi

The purpose of the study was to test and determine the influence of Celebrity Endorser and Brand Trust on the interest to buy again for users of Wardah compact powder products. The approach applied is a quantitative method through the use of primary data obtained from questionnaires. The number of samples in this study there are 90 respondents through the use of technical purposive sampling, then the data were analyzed using SPSS data processing version 25. The specified population is consumers who have previously used solid powder products from Wardah domiciled in Cimahi. The resulting research shows that celebrity endorser can influence the repurchase interest positively, brand trust can affect the repurchase interest positively, simultaneously celebrity endorser and brand trust can affect the repurchase interest.

Do Brand Personality and Celebrity Endorser Influence Customer Loyalty through Brand Trust?

In an attempt to maintain customer loyalty to Madame Gie Cosmetic, it is necessary to innovate in promotion and marketing. Factors that can affect customer loyalty are brand personality and celebrity endorsers which are also related to brand trust variables. So, the purpose of this study is to examine the effect of brand personality and celebrity endorsers on customer loyalty through brand trust on Instagram followers of the Madame Gie Cosmetic brand. The approach used is quantitative research with descriptive explanatory and questionnaire filling methods. Research data obtained from 320 respondents. Data processing is done using Smart-PLS software. Data were analyzed by descriptive analysis, outer model, inner model and hypothesis testing with t-statistic value for alpha 5%. The results of this study are Brand personality has a positive and significant effect on customer loyalty and brand trust. Celebrity endorsers have a positive and insignificant effect on customer loyalty and brand trust. Brand trust has a positive and significant effect on customer loyalty. Brand personality and Celebrity endorsers have a positive and significant effect on customer loyalty through brand trust. While the general relationship between brand personality, celebrity endorsers, and customer loyalty has been explored in previous studies, the specific findings of this research contribute to the existing knowledge in several ways: Mediating role of brand trust and Specificity to Madame Gie cosmetics. The contribution of these findings may help theoretical advancement, practical implications, and specific insights for Madame Gie cosmetics. In summary, the novelty of the study lies in its identification of brand trust as a mediator, while its contributions include theoretical advancement, practical implications, and specific insights for the brand.

AI and Actors: Ethical Challenges, Cultural Narratives and Industry Pathways in Synthetic Media Performance

The article explores the growing use of artificial intelligence (AI) in the entertainment industry, focusing on the impact to screen and audio performers. AI technologies enable the creation of synthetic performances, raising ethical concerns regarding identity manipulation, consent, and performer rights. Ethical AI should prioritize human-centric values such as transparency, accountability, and fairness, but many principles remain abstract and difficult to implement. Examining the intersection of acting and AI – in terms of working practice and discursive narratives used to situate that work – highlights significant issues about responsible AI use, the mechanics of media production, and the management of digitised identities. It stands as a useful model through which to explore and advance concepts of responsible AI practice and rhetoric. The article examines the role of fraudulent and exploitative uses of performer likenesses, how synthetic performance is enhancing celebrity brand identities, and evolving regulatory measures governing performer intellectual property (IP) across the U.S. and UK media industries. Performers are increasingly negotiating licensing and legal agreements to protect their likenesses, but current protections benefit primarily well-known stars over others. The article underscores the need for systemic frameworks to ensure responsible AI use, emphasizing the critical role performers play as both data sources and cultural agents, influencing public trust in AI technologies.