Effect Of Endorsement Research Articles

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.

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.

The influence of celebrity endorsement on the purchase behavior of brands and product categories

Purpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”. Design/methodology/approach To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation. Findings Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product. Originality/value To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.

Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking

Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer. Design/methodology/approach The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device). Findings Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer. Research limitations/implications The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons. Practical implications The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness. Originality/value The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.

What, Was She Not Human? The Mediated Effects of Virtual Influencers’ Identity Disclosure Timing on Behavioral Intentions: Focusing on the Moderating Role of Influencer-Brand Fit

In the current era, numerous human-like virtual influencers (VI) on social media promote brands without immediately revealing their non-human nature, intending for viewers to realize it later. This marketing strategy raises a question regarding their endorsement effectiveness. Grounded in Computers are Social Actors (CASA) paradigm, this online experiment employs a quota sample of Korean adults (N = 128) to explore how the timing of VI identity disclosure (before vs. after exposure to sponsored content) affects viewers’ attitudes toward the VI and, subsequently, their intentions to purchase the endorsed brand or spread word-of-mouth. Additionally, based on the match-up hypothesis, this study examines how perceived influencer-brand fit impacts these relationships. Moderated mediation analyses reveal that viewer attitudes mediate the relationship between disclosure timing and behavioral intentions, with VI-brand fit significantly moderating this mediation. The findings underscore the negative effects of delayed VI identity disclosure and emphasize the critical importance of a strong influencer-brand match.

Local Halal Cosmetics: How Halal Certification, Brand Image and Influencers Shape Purchase Decisions

This study explores the factors influencing consumer decisions to purchase Somethinc cosmetics, with a focus on the effects of halal certification, brand image, and influencer endorsements. Utilizing a quantitative approach, data was collected through surveys from 179 consumers who have purchased or used Somethinc products. The sample was selected using purposive sampling, and data analysis included validity, reliability, classical assumption tests, hypothesis testing, and multiple linear regression. The results indicate that Muslim consumers are particularly cautious about choosing cosmetics that align with both their beauty needs and religious values. Influencer recommendations, halal certification, and a positive brand image significantly impact purchasing decisions. These findings provide valuable insights for cosmetic companies like Somethinc, suggesting that improving product quality, building a strong brand, and collaborating with relevant influencers can effectively reach and engage a broader consumer base.

The Effect of Celebrity Endorsers and Green Perceived Value on Purchase Behavior Mediated by Green Trust Variables

Celebrity endorsers are an important part of a product's promotional strategy and marketing campaign. The hope is that the image or quality of the celebrity will be transferred to the product and stimulate sales to increase the Purchase Behavior of consumers. The purpose of this study is to determine the effect of celebrity endorsers and green perceived value on purchase behavior mediated by the green trust by consumers at Easy Peasy Salad Bar & Healthy Catering. The method used in this study was causative correlational research involving 175 samples. The questionnaire became an instrument in this study using 19 indicators from each variable. The results of this study show the influence of Celebrity Endorsers and Green Perceived Value positively and significantly; Green trust is directly stated to have an influence and significance in mediating the influence of Celebrity Endorsers and Green Perceived Value on Purchase Behavior, as well as green trust have a positive and significant influence on Purchase Behavior in consumers at Easy Peasy Salad Bar &; Healthy Catering.

Effects of Perceived Fit and Authenticity in Transgender Influencer Endorsement: An Analysis of the Bud Light and Dylan Mulvaney’s Partnership

ABSTRACT Influencer endorsements are a popular way for companies to promote their brands, products, and services. While extant literature has identified influencer fit and authenticity as key factors influencing source credibility and in turn, endorsement effectiveness, there is little research making a bridge between perceived fit and perceived authenticity, especially in the context of transgender influencer endorsement. A major U.S. beer brand, Bud Light, was recently under fire for endorsing influencer Dylan Mulvaney amidst growing tensions between social acceptance of gender diverse populations and continuous anti-transgender legislation in the U.S. and Europe. Using an online survey with 687 U.S. adult participants, this study examined how consumer perceptions of fit and authenticity impacted outcomes of Bud Light’s transgender influencer endorsement in the framework of the match-up hypothesis. Findings suggest that perceived authenticity mediates the relationships between perceived fit and consumer responses and the match-up effects of influencer fit are moderated by attitude toward transgender people.

Does voice endorsement by supervisors enhance or constrain voicer's personal initiative? Countervailing effects via feeling pride and feeling envied.

While the previous research has examined antecedents of supervisors' voice endorsement, it has generally overlooked its effects on voicers' affective and behavioral reactions, probably because of the underlying assumption that supervisors' voice endorsement is inherently beneficial and likely to encourage more proactive behaviors in the future. In this research, we offer a theoretical model of the double-edged effects of supervisors' voice endorsement on voicers' subsequent personal initiative. Drawing on cognitive appraisal theory and related research, we proposed that supervisors' voice endorsement prompts two different cognitive appraisal processes in voicers that evoke two distinct emotional experiences-feeling pride and feeling envied-with countervailing effects on voicers' subsequent personal initiative. Specifically, voice endorsement results in voicers not only feeling pride, which enhances their subsequent personal initiative, but also in their feeling envied, which reduces their later personal initiative. Moreover, we extend the cognitive appraisal theory of emotion from a social constructionist approach by incorporating coworker support-an important relational context-as a contingent factor shaping the effects of voice endorsement on feeling pride and feeling envied and on voicers' subsequent personal initiative. The results from two field studies-a weekly experience sampling study with 574 observations from 119 employees and an event-based daily experience sampling study with 787 observations from 180 employees-largely support our theoretical model. This research suggests the importance of considering the perspectives of all the stakeholders in the proactivity triad (i.e., the focal employee, the supervisor, and coworkers) in order to sustain employee proactivity. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

The negative effect of virtual endorsers on brand authenticity and potential remedies

Although more and more brands are partnering with virtual endorsers for marketing, little is known about whether this approach benefits brands. Drawing on Entity-Referent Correspondence (ERC) Framework of VI Authenticity and Meaning Transfer Theory, this study explores the effect of endorser type (human vs. virtual endorser) on consumers’ perceptions of brand authenticity. Based on textual analysis and four lab experiments, our results show that consumers perceive brands that are endorsed by virtual endorsers as less authentic than those with human endorsers because they perceive virtual endorsers to be less authentic. We explore the boundary conditions of this finding by testing the moderating roles of aesthetic imperfection and multiple brand endorsements. When endorsers are designed to be aesthetically imperfect, the negative effect of virtual endorsers on brand authenticity is attenuated. When endorsers cover an excessive amount of brands, the negative effect of virtual endorsers on brand authenticity is reversed. This study contributes to the literature on virtual influencers and provides companies with practical guidelines for advertising strategies in the era of the metaverse.

The Influence of Celebrity Endorser, Country of Origin, and Shopping Lifestyle on Purchase Decision for Somethinc Products

This study’s goal is to analyze and determine the effect of celebrity endorser, country of origin, and shopping lifestyle on purchase decisions for Somethinc products. This study uses quantitative methods with explanatory research. The population in this study used is Indonesians who have used Somethinc products with a sampling of 272 respondents. The sampling procedure used is non-probability with purposive sampling technique. The data analysis technique used in this study is multiple linear regression. The results of this study shows that celebrity endorser, country of origin, and shopping lifestyle both partially and simultaneously have a positive influence on purchase decisions for Somethinc products. The combination of choosing the right celebrity endorser, emphasizing Indonesia's reputation as the country of origin, and a deep understanding of consumers' shopping lifestyle will strengthen Somethinc's overall marketing strategy. The implementation of this strategy can help the company increase sales, build loyalty, and expand market share in the competitive beauty industry.

Taylor Swift as a Potential Celebrity Political Endorser

In this research note we examine the effect of Taylor Swift’s hypothetical endorsement of a Public policy position. We examine this in the context of the expanding literature on the effects of celebrity endorsements. Through a post-test only experimental survey design we test Swift’s hypothetical endorsement of a policy position. We begin and conclude with analysis of why Swift’s value as an endorser, as well as the value of other similarly situated endorsers may be particularly high.

Uncovering effects of virtual endorser’s attractiveness on consumer behaviors from the perspective of national culture

In the context of social media, more and more enterprises take virtual endorsers for brand marketing. Investigating people’s preferences and concerns about virtual endorsers’ characteristics and seeking to understand users’ feedback on the effectiveness of endorsement with the help of reviews are important for companies to expand their digital marketing strategies. We use the machine learning approach, conduct text mining and regression analysis on the advertisements and reviews, and find the positive effect of attractiveness on purchase intention and the suppressing effect of advertising perception between virtual endorsers’ attractiveness and purchase intention. Users’ high perception of advertising information deepens their impression and improves the effectiveness of advertisements. However, that may lead to psychological revulsion and purchase inhibition, the regression coefficient of advertising perception toward purchase intention is negative and the effect is significant. Fortunately, we confirmed the moderating role of positive emotion to weaken the inhibitory effect. Additionally, the study validates the moderating effect of national culture on the relationship between virtual endorser’s attractiveness and purchase intention. Our findings have positive implications for studying consumer psychology and behaviors by big data analysis, it gives practical suggestions for enterprises to adopt the virtual endorsers’ marketing strategy more effectively and provides references for enterprises to facilitate the digital marketing transformation on social media.

Comparing the Effectiveness of Human and AI-Generated Endorsers in Advertising Campaigns

This review explores the contrasting roles of machine-driven and human endorsers in advertising campaigns, assessing their ability to engage consumer visual attention. With its ability to tailor content and predict consumer responses, the machine-driven approach has brought new dimensions to advertising, though its influence may differ across various demographic groups. Conversely, human endorsers substantially impact consumer decisions because they can form emotional bonds, enhance authenticity, and build trust. The review encourages a perspective that sees machine-driven and human endorsers not as rivals but as complementary forces, with further studies needed to investigate how to combine these elements best.

The effect of athlete endorsement on employees' organizational identification: a case study utilizing an Olympic athlete

PurposeThis study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of internal marketing.Design/methodology/approachAn online survey was conducted in July 2021 targeting employees of Company A. Specifically, employees were invited to participate via email notifications sent through the company's intranet. To clarify the impact of company sponsorships for individual athletes on employee organizational identification, this study focused on the relationship between Company A and an athlete they support. Psychometric scales were used to measure the factors of the hypothetical model, such as sponsor fit and attitudes toward sponsorship. The analysis was conducted using IBM SPSS 28.0 and AMOS 25 Graphics, and the hypotheses were tested using structural equation modeling.FindingsWe collected a total of 365 survey responses in two weeks. All the hypotheses in this study were supported, indicating that athlete identification and brand knowledge had a significant positive effect on perceived sponsor fit. In addition, attitudes toward the employer significantly have positive relationships with brand commitment and organizational identification. This study showed that perceived sponsor fit plays an important role in employee perceptions of sponsorship. Athlete endorsement is effective from an internal marketing perspective.Research limitations/implicationsThe limitation of this study is the selection of the research subject. Conducting the same survey targeting individual athletes with different characteristics may lead to discoveries about the impact of corporate sponsorship on employee organizational identification.Practical implicationsThe practical implication of this study is that business executives should also use sponsorship for individual athletes as a means to unify and motivate their employees. In selecting athletes for sponsorship, it is necessary to select individuals who fit the company image. In this process, listening to employees' opinions may help select the most suitable athlete who matches the company's image.Originality/valueMany studies conducted on sports sponsorship have focused on the impact on potential customers, from external marketing. Even in studies examining the effects of sports sponsorship on employees, the sponsored subjects are typically teams or events. Therefore, the originality of this study lies in examining the impact of athlete endorsement on the company's employees from the perspective of internal marketing.

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

PENGARUH CELEBRITY ENDORSE, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN

The purpose of this study was to determine the effect of celebrity endorsement, brand image and consumer trust on purchasing decisions (a case study on consumers of Erigo clothes in Kepahiang District. This research uses descriptive research methods with quantitative data analysis. The population in this study was all Erigo clothing consumers in Kepahiang District, totaling 80 respondents. Based on the results of multiple linear regression, the regression equation Y = 6.733 + 0.195 (X1 ) + 0.408 ( X2) + 0.194 (X3) is obtained. The results and hypotheses show that celebrity endorsement shows a value of > (2,114 > 1,991) and (sig = 0.038 <0.050), brand image shows a value of > (6,300 > 1,991) and (sig = 0.000 <0.050), and consumer trust shows a value of > (2.218 > 1.991) and (sig = 0.030 <0.050). The results of the f test show that Fcount > Ftable, namely (55.674 > 3.9603) and (sig α = 0.000 <0.050), Simultaneously Celebrity Endorse, Brand Image and Consumer Trust Have a Significant Influence on Purchasing Decisions. Keywords: Celebrity Endorsement, Brand Image, Consumer Trust and Purchasing Decisions

Gender Selection Dilemma in Fast Moving Consumer Goods (FMCG) Advertising: Insights from Eye- Tracking Research.

Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of male versus female endorsers. This study addresses this research gap by employing both traditional and neuromarketing methodologies. By integrating eye-tracking technology via RealEye and questionnaire-based surveys, the results indicate that female celebrities are more effective in capturing visual attention, whereas male celebrities are more effective in enhancing perceived trustworthiness. These findings are pivotal for both academic research and commercial strategy, as they elucidate the optimal selection of celebrity gender for maximizing FMCG advertising efficacy.

Racial stereotype and Black adolescents' math achievement: Unpacking the socio-cognitive mechanisms

Racial stereotypes are salient to Black adolescents and to the academic domain of mathematics; however, few studies have examined the socio-cognitive mechanisms through which racial stereotypes impact math achievement. This 2-year longitudinal study (N = 790 Grade 6, 8, and 10 students during Year 1; 50.7% girls and 49.3% boys) investigated (a) the extent to which the endorsement of positively and negatively biased racial stereotypes predicted Black adolescents' math performance through their cognitive engagement and ability mindset and (b) whether gender and ethnic-racial identity moderated these links. Results suggested that endorsement of negatively biased stereotypes was associated with diminished cognitive engagement and lower math scores across 2 years (p < .05). Additionally, adolescents' ethnic-racial identity commitment moderated the negative links between stereotype endorsement and math cognitive engagement in Year 2 (p < .05). When considering the mediating role of math ability mindsets, the endorsement of both positively and negatively biased racial stereotypes operated on math performance via its links to stronger fixed ability mindset beliefs in both years (p < .05). Gender also moderated the effects of racial stereotype endorsement on math mindset beliefs in Year 1 (p < .01). This study's findings advance the field's understanding of the psychosocial mechanisms through which racial stereotypes operate, thus enabling educators to develop tailored practices that facilitate equitable access to math learning opportunities.

PENGARUH CELEBRITY ENDORSEMENT DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA SHOPEE

The aim of this study is to ascertain and evaluate the relative and concurrent effects of E-WOM and celebrity endorsements on East Bantan District Shopee customers' purchase decisions. This study employs a quantitative methodology with a Likert scale for measurement. Since the exact population of this study is unknown, sampling is done using the Hair formula, which multiplies the number of indicators by five for the minimum and ten for the maximum. Users of Shopee in the East Bantan District completed surveys that yielded the research findings. Multiple linear regression is the type of regression analysis employed. Shopee consumers in the East Bantan Subdistrict make less purchases as a result of the outcomes of the first half test, which focused on celebrity endorsements. The outcome of evaluating the second hypothesis, which states that East Bantan District Shopee users' purchase decisions are positively impacted by E-WOM. Concurrent test findings demonstrated that E-WOM and celebrity endorsements positively impacted East Bantan District Shopee users' purchase decisions. The coefficient of determination revealed that E-WOM and celebrity endorsements had a 57.5% influence, with other factors not included in this study accounting for the remaining 42.5%