Celebrity Endorsement Research Articles

Analysis The Impact of Viral Marketing, Price, and Online Costumer Review On a Celebrity Endorser-Mediated Buy Decision On The TikTokShop App

Research Aims: This study aims to analyze the influence of three main factors, namely viral marketing, perceived prices, and online customer reviews, on purchasing decisions mediated by celebrity endorsers in the TikTok application. Design/methodology/approach: This research uses a quantitative approach by collecting data through surveys using questionnaires and literature studies. Data analysis using regression tests with the help of the SPSS program. Research Findings: The results showed that viral marketing, perceived price, and online customer reviews are important factors that can influence consumer purchasing decisions on the Tiktokshop application. Theoretical Contribution/Originality: A marketing strategy that combines these factors effectively can be the key to increasing sales and company competitiveness on the Tiktokshop platform. Keywords: viral marketing, perceived price, online customer review, purchase decision, celebrity endorser

Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions

PurposeThis research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).Design/methodology/approachThe present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.FindingsThe findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.Originality/valueRecognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

Celebrity Endorsements, E-WOM, and Promotions Significantly Boost Youth Purchase Interest in Indonesia

This study explores how celebrity endorsers, electronic word of mouth (E-WOM), and promotions affect consumer purchase interest, focusing on young consumers in Sidoarjo who buy Erigo products. Using a quantitative approach, data were gathered from 96 respondents aged 12 to 24 through purposive sampling and analyzed with SmartPLS. The results indicate that all three factors significantly and positively influence purchase interest. These findings suggest that integrating celebrity endorsements, fostering positive E-WOM, and designing effective promotions can enhance consumer interest and drive sales. Highlight: Celebrity endorsements significantly enhance product appeal among youth. Positive electronic word of mouth (E-WOM) boosts consumer interest. Effective promotional strategies drive higher purchase intentions. Keywoard: Purchase interest, celebrity endorsements, E-WOM, promotions, youth consumers

True or performative allyship: A matter of perception in search of cause-related marketing authenticity

Cause-related marketing (CRM) has experienced remarkable growth over the past few decades, especially in the hospitality industry. However, concerns have arisen regarding performative CRM allyship, where companies engage in visible public support for a cause without costly actions. Little research has investigated how average consumers respond to such performative allyship. Additionally, while celebrity endorsement has been extensively studied in the context of product marketing, its influence on socially oriented communications remains understudied. Across two pilot studies and three scenario-based experiments, this research defines and differentiates true and performative CRM allyship. Study 1 shows that consumers fail to identify the inauthenticity embedded in performative CRM and hold similarly positive perceptions of true and performative CRM initiatives. Study 2 and Study 3 explore the impact of celebrity endorsements in CRM initiatives and the underlying mechanisms. Two boundary conditions, endorser type (traditional celebrity vs. social media influencer) and endorser-cause fit (expertise vs. experience), are examined to show when performative CRM is justifiable or unacceptable.

Study on the Factors Influencing the Purchase Intention of Celebrity Endorsements

In tandem with market evolution, advertising strategies within enterprises are progressively gaining ubiquity, and the phenomenon of celebrity product representation is becoming increasingly pervasive. Instances of celebrities endorsing products are commonplace in daily life, with around 50% of the top 100 global brands adopting endorsement strategies. In the contemporary era, under the influence of the “fan economy”, the distinct characteristics of renowned endorsers and their fan base exert a direct influence on consumers, particularly within the general consumer demographic’s proclivity towards products endorsed by celebrities.This research employed the SPSS tool to empirically validate hypotheses, probing into the multifaceted impact of various factors associated with renowned endorsers on the purchase intentions of consumer groups within the backdrop of the “fan economy”. Commencing with three dimensions of celebrity endorser allure, expertise, and reliability, and three dimensions involving consumer congruence with renowned products, familiarity, and peer opinions, this study meticulously constructed a comprehensive relationship model delineating the nexus between celebrity endorsements and consumer purchase intentions. The research endeavors to deepen insights into the market strategies entwined with celebrity-endorsed products. From the vantage point of the seller, it furnishes nuanced recommendations tailored to brands, aspiring to equip enterprises with effective means to leverage celebrity advertising for heightened market share and sales.

A Discourse on Celebrity Influence on Consumers Patronage of Telecommunication Service Providers in Nigeria

This study conceptually spotlighted the influence of celebrity endorsement on consumer’s patronage with major focus on telecommunication service providers in Nigeria. Using Globacom Nigeria Limited as a case study, it was acknowledged in the cause of the study that contemporary society is characterized with globalization and competition, because most consumers are exposed to alternative product. These propel business organizations to employ the most effective methods, strategies and programmes in producing and marketing their products and services. The study was rationalized by the reference group theory to link celebrity endorsement attributes and consumer purchasing behaviour as the exogenous and dependent variables of the study. Conclusion was drawn that celebrities have traditionally been the simplest way to debut a new product (consumer goods), and this will likely continue in the near future due to their broad popularity and a large following of devoted followers, mostly in the West. As a recommendation, the study suggested that marketing companies should ensure that their celebrity have a trustworthy nature, as this will influence the behavior of their consumers.

Pengaruh Celebrity Endorser, Electronic Word of Mouth, Content Marketing Tiktok terhadap Keputusan Pembelian Produk Scarlett Whitening

Scarlett Whitening is a company engaged in the beauty sector and has been officially established since 2017. The Scarlett Whitening company uses social media as a tool to market products and find out customer needs and wants. The aim of this research is to understand the influence of celebrity endorser, electronic word of mouth, content marketing TikTok towards purchase decision of Scarlett Whitening product. This research uses quantitative descriptive alongside with purposive sampling. This research the sample used was 97 people with an age range of 16-60 years. The researchers use SPSS version 26 to process the data, with multiple linear regression as the main method. Based on the result of the study, it is indicated that the electronic word of mouth and content marketing does not significantly influence Purchase decision, while the celebrity endorser has a significant effect on purchase decision of Scarlett Whitening product.Celebrity endorsers, electronic word of mouth and content marketing together can measure the dependent variable, namely purchasing decisions.

أثر التسويق الخفي بأبعاده على التزام العميل بالتطبيق على عملاء شركة المراعي بالسعودية: دراسة حالة

This study aims to identify the extent of the impact of stealth marketing in its dimensions (viral marketing, deceptive marketing, brand advocates, celebrity endorsements) through its modern techniques on the development of customer commitment in its dimensions (emotional, continuance, normative) with an application to Almarai customers in Saudi Arabia. The study followed a descriptive approach using the survey method. Among the most important results of the study was the acceptance of the first hypothesis, which states that there is a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the emotional commitment of Almarai customers in Saudi Arabia. The second hypothesis was also accepted, stating that there is a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the continuance commitment of Almarai customers in Saudi Arabia. Additionally, the third hypothesis was accepted, indicating a statistically significant effect at a significance level of (0.05) of stealth marketing in its dimensions on the normative commitment of Almarai customers in Saudi Arabia. The study recommended directing the marketing efforts of companies to benefit from the advantages of each technique of stealth marketing and to avoid the drawbacks of these techniques in a way that contributes to achieving the marketing goals of companies. It is also necessary to enhance the positive aspects that stealth marketing includes by avoiding deception and exaggeration in presenting the advertising message through companies using over-the-top marketing techniques. Furthermore, it is essential to consider the ethical aspects, customs, and traditions of our societies that may not align with some of these techniques, as well as to determine which are more effective in achieving marketing activity goals. The design of the advertising message and the selection of the appropriate technique for presenting it should consider the cultural levels of the targeted customers and the level of marketing awareness that the customer has reached. This can be achieved through proactive measures to determine this, in addition to identifying customer preferences and desires.

Breaking stereotypes: investigating the dynamics of male celebrity endorsements in China’s cosmetic industry

PurposeMale celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands.Design/methodology/approachThe study employs the netnography approach to collect data from an online community.FindingsThe study contributes to the marketing literature by providing a conceptual framework of male celebrities endorsing cosmetic brands, highlighting the key attributes that contribute to the effectiveness of these endorsements, the evolution of relationships between fans, celebrities and brands, the features of this dynamic relationship and the influence of male celebrity endorsements on fans’ purchase decisions.Originality/valueThis research sheds light on an emerging trend in the marketing industry and provides valuable managerial insights for marketers seeking to effectively use male celebrity endorsements to promote female cosmetic brands.

Blackpink's Celebrity Endorsement Shapes Global Oreo Purchase Intentions

This research investigates how Celebrity Endorsement and Brand Image influence Purchase Intention for Oreo Blackpink products, with Brand Attitude as a mediator, aiming to fill a gap in understanding consumer behavior in the context of South Korean music group endorsements. Using quantitative techniques and data from 177 respondents who had seen advertisements and purchased Oreo Blackpink products, the study found that Celebrity Endorsement and Brand Image positively and significantly influence Brand Attitude. However, Brand Image did not significantly affect Purchase Intention, while Celebrity Endorsement and Brand Attitude had a positive and significant impact on Purchase Intention. The findings emphasize the importance of celebrity endorsement selection and Brand Attitude in shaping consumer perceptions and purchase intentions, providing insights for marketing strategies in competitive markets targeting emerging demographics. Highlight: Celeb Influence: Key in shaping perception and purchase for Oreo Blackpink. Attitude's Role: Crucial mediator between endorsement, image, and purchase intention. Strategic Insight: Selective endorsement and positive attitude enhance consumer engagement. Keyword: Celebrity Endorsement, Brand Image, Purchase Intention, Brand Attitude, Oreo Blackpink

The Influence of Brand Image and Celebrity Endorser on The Purchase Decision of Maybelline Solid Face Powder at Unicorn Store Bojonegoro

Skin problems, especially the face, have become a priority, especially for women, facial care is very important so that the use of powder has become one of the cosmetic products that can be relied on to appear confident. The aim of this research is to find and analyze how brand image and celebrity endorsers impact the decision to purchase Maybelline pressed face powder at Unicorn Store Bojonegoro. This research was carried out using quantitative methods by distributing questionnaires to collect data. The population of this study were female customers who had purchased Maybelline pressed face powder at the Unicorn Store Bojonegoro. Sample collection uses non-probability sampling and uses purposive sampling techniques. The sample used in this research was 60 respondents. The data analysis method in this research uses the Smart PLS application. The results of this research show that brand image has a positive and significant influence on purchasing decisions, celebrity endorsers have a positive and significant influence on purchasing decisions.

The Influence of Celebrity Endorsers, Brand Awareness, and Product Variety on Scarlett Whitening's Purchase Decisions In Ambon City

This research is a quantitative descriptive research. The population used in this study was all consumers who had already purchased and used Scarlett Whitening. Sampling was carried out by purposive sampling technique with a sample of 160 respondents. Data was collected using questionnaires. Data analysis in this study used Multiple Linear Regression. The results of this study show that Celebrity Endorsers have a positive and significant influence on the Purchase Decision of Scarlett Whitening in the city of Ambon. Furthermore, Brand Awareness has a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon and Product Variations have a positive and significant effect on the Purchase Decision of Scarlett Whitening in the city of Ambon

Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain

PurposeThe aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.Design/methodology/approachTo this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.FindingsThe results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.Research limitations/implicationsThe conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.Originality/valueAn empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

College students’ consumption behaviour in internet celebrity economy under We Media environment: a study among Malaysian and Chinese students

Purpose The purpose of this study is to examine the variables affecting college students’ consumption behaviour in the context of the internet celebrity economy and the We Media environment. Design/methodology/approach In this study, five independent variables − perceived ease of use, perceived usefulness, attitude, We Media environment and internet celebrity marketing, as well as one mediating variable, consumption intention, are used to analyse college students’ consumption behaviour. Findings This study concluded that all five independent variables have positive relationships with the consumption intention and that the consumption intention also has a positive relationship with the consumption behaviour. Originality/value This study expanded the technology acceptance model and theory of planned behaviour model, which could provide insights for future research on consumption intention and behaviour. In addition, this study gives guidance for businesses considering to join this new industry in the internet celebrity economy.

How is vaping promoted in an illegal market? A qualitative study of Singaporeans’ social media encounters

BackgroundAlthough Singapore has completely banned vaping, it is heavily promoted on social media. This study explored vaping-related social media content that Singaporeans are exposed to, and how it shapes vaping-related...

Celebrity Endorsement, Quality, and Pricing Boost Noodle Sales in Indonesia

This study examines the impact of brand ambassador, product quality, and price on consumer buying interest in Lemonilo noodles among Sidoarjo residents. Using a quantitative approach with 96 purposively sampled respondents, data was collected via Likert scale questionnaires and analyzed with SPSS 26. The findings reveal that all three factors significantly influence buying interest. Employing NCT Dream as a brand ambassador effectively attracts consumers, the product quality meets expectations, and the pricing is appropriate for the market. PT Lemonilo should maintain these strategies while exploring additional promotional activities to expand their market reach. Highlights: 1. Significant Impact: Brand ambassador, product quality, and price influence consumer buying interest.2. Effective Endorsement: NCT Dream attracts significant consumer interest for Lemonilo noodles.3. Strategic Pricing: Lemonilo's pricing aligns well with perceived product quality. Keywords: Brand ambassador, Product quality, Price, Consumer buying interest, Lemonilo noodles

The Influence of Celebrity Endorsement on Consumer Purchase Behaviour for Healthcare Nutraceutical Products using Deep learning

The Influence of Celebrity Endorsement on Consumer Purchase Behaviour for Healthcare Nutraceutical Products using Deep learning

The Impact of Influencer Marketing: Insights from a Tik-Tok Celebrity Endorsement in the Cosmetic Surgery Industry

The Impact of Influencer Marketing: Insights from a Tik-Tok Celebrity Endorsement in the Cosmetic Surgery Industry

Demographic Influences on Consumer Perceptions of Celebrity Endorsements in the Soft Drink Industry

The study investigates the influence of demographic factors on consumer perceptions of celebrity endorsements in the soft drink industry. Utilizing ANOVA analyses, the research examines the impact of age, gender, and occupation on consumption patterns, brand preferences, and attitudes towards celebrity endorsements. Findings indicate a significant association between age and soft drink consumption frequency, with younger demographics showing higher consumption rates. However, gender and occupation do not significantly affect brand selection or endorsement perceptions. Notably, consumers across diverse demographics exhibit similar levels of susceptibility to celebrity endorsements, suggesting a universal appeal transcending gender and occupation. Despite demographic variations in consumption habits, celebrity endorsements wield comparable influence across consumer segments. The abstract underscores the importance of celebrity endorsements in shaping consumer behaviour within the soft drink industry and highlights the need for tailored marketing strategies targeting specific age groups.

Celebrity Endorsement and Consumer Brand Preference of Hero Larger Beer in Ebonyi State, Nigeria

Celebrity Endorsement and Consumer Brand Preference of Hero Larger Beer in Ebonyi State, Nigeria