Media Celebrities Research Articles

Going against the grain? Appraising the aesthetic labour of male beauty influencers on Instagram

Despite the proliferation of scholarly studies on social media in recent years, not many have focused on male social media influencers in the beauty industry, which is often viewed as a feminine preserve with the vast majority of ‘beauty influencers’ being female. This study focuses on the discursive practices of two male beauty influencers to examine how their visual self-portrayal contributes to their popularity and influence. A total of 752 photographs collected from their Instagram accounts were examined using a visual appraisal framework adapted from Martin and White’s (2005) Appraisal Theory described in The Language of Evaluation, focusing on normality, capacity and authenticity. The authors’ findings show that both influencers, who are openly gay, portray themselves as gender norm transgressors whose performance of capacity and authenticity as social media celebrities is a highly contested and conflictual aspect of their identity construction as beauty influencers. These findings not only shed light on the visual discursive processes and practices through which beauty influencers perform their aesthetic labour to enhance their popularity and influence but they also contribute to our understanding of how they perpetuate mediatized and marketized stereotypes of beauty and being as part of the broader sociocultural phenomenon of the celebrification of social media influencers in contemporary society.

Comparing Product Advertising Videos: User Comments on Traditional Celebrities vs. Youtubers

Businesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.

CEO social media celebrity status and credit rating assessment

CEO social media celebrity status and credit rating assessment

Rumor has it: Epistemology of celebrity journalism in the flemish digital media ecology

Taking the case of Belgian (Flemish) celebrity news, we discuss the impact of digitization of the news media ecology on the epistemology of celebrity journalism. Theoretically, the epistemology of celebrity journalism is considered as a set of practices, through which knowledge is acquired, claimed and justified, that are shaped by the specifics of the media ecology and the celebrity culture and industry. Empirically, we analyze media celebrity coverage in two celebrity magazines and one website, owned by DPG Media and sharing a converged newsroom. Quantitative content analysis and expert interviews reveal that, while digitization somewhat affects the ways in which journalists acquire, claim and justify their knowledge, celebrity news epistemology is mostly affected by the distinction between local and global celebrities, mostly through direct versus indirect access.

Contribution of Social Media in Shaping Self-Perceptions: A Case of Black Women

Purpose: This study aimed to explore how social media representations of Black women’s hair shapes their sense of identity, self-concept and hair care practices. Methodology: A qualitative cross-sectional approach was employed, with a sample size of five Black women in South Africa between the ages of 20 to 29 years old. Semi-structured interviews were conducted online with research participants that were purposively selected from social media platforms Twitter and Instagram. The use of these platforms to select participants also offered convenience to the researcher as these participants were readily available because they are already active in social media. Thematic analysis was used in data analysis while the Social Identity Theory (SIT) was utilised as the theoretical framework to interpret the findings. Findings: Four themes were used to cluster the findings, namely self-categorization, social identification, perceived positive social identity and self-esteem restoration. The findings highlighted the role of social media in perpetuating the stereotypes which is traced to the slavery; and then highlight how the social media is used to reverse the systematic oppression of the Black women based on their hair. They also revealed that positive representations of Black hair on social media creates an attitude of self-acceptance and empowerment among Black women. Similarly, social media provides a space for Black women to connect, discuss their hair and share hair care tips, fostering a sense of belonging within the community. However, this study identified a gap in representation, as there tends to be an overrepresentation of one specific hair texture, leaving some Black women with limited or no representation, mainly those wearing dreadlocks. Unique Contribution to the theory, practice, and policy: The research makes a unique contribution by highlighting the importance of diverse representation in South African advertisements and social media marketing for hair products, as Black women’s hair textures and journeys are not a monolith. The findings concomitantly highlight the role of social media celebrities and/or social media influencers in the social media regarding the matter under investigation from the perspective of South African women. The study also noted the need for awareness and education about the cultural and historical significance of Black hair to reduce cultural appropriation. The findings further highlight the human rights element regarding the discrimination faced by Black women due to their hair texture, this knowledge may contribute to creating inclusivity in both society and social media spaces.

Unleashing the potential of social media celebrities to promote food waste reduction in educational institutions: developing an extended model based on the value-belief-norm theory

PurposeThis study aims to provide insights into the drivers of student engagement in food waste reduction strategies in educational institutions. The proposed research model integrates social media celebrities' attractiveness, expertise and trustworthiness with the value belief norm (VBN) theory to explore their influence on students' behaviour towards food waste reduction.Design/methodology/approachThe data were collected from 417 students enrolled in public and private universities in the Riyadh and Macca regions of Saudi Arabia to evaluate the proposed model. The partial least squares-structural equation modelling (PLS-SEM) was employed to analyse the responses.FindingsThe results showed that VBN theory's components, such as values (biospheric, altruistic and egoistic), beliefs (new ecological paradigm, awareness of consequences and aspirations of responsibility) and norms significantly and positively influence food waste reduction behavioural intentions. It was also discovered from the results that social media celebrities' attractiveness, expertise and trustworthiness influence food waste reduction behavioural intentions.Originality/valueThis study contributes significantly to the literature by identifying factors influencing student engagement in food waste reduction strategies in educational institutions where limited research exists. It fills this research gap by developing a novel theoretical framework integrating social media celebrities' attributes with the VBN theory to explain these factors.

Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce

AbstractThis study evaluates the influence of social media celebrity endorsements on consumers' impulsive buying behavior in social commerce by extending the signaling theory and commitment‐trust theory. A self‐managed online questionnaire is designed to collect the data from 295 valid respondents and analyze it using a multi‐analytical hybrid structural equation modeling‐artificial neural network (ANN). The results reveal that relational switching alternatives and relationship benefits directly contribute to relationship commitment to social media celebrity, whereas shared value and parasocial interaction positively lead to social commerce trust; both relationship commitment and social commerce trust induce consumers' impulsive buying behavior in social commerce. From a theoretical perspective, this study enriches the components of signaling theory and commitment‐trust theory, expanding their applicability and transferability in social commerce. Moreover, this study consolidates the theoretical integration, indicating that signaling theory can be considered as an antecedent of commitment‐trust theory for triggering consumers' impulsive buying. Methodologically, adopting second‐order constructs benefits, this study captures the multidimensionality and complexity of social commerce trust and impulsive buying from the partial least squares‐ANN perspectives. In practice, this research provides valuable insights into how to better invite celebrity endorsements and build long‐term relationships with customers, as well as offers insights into countries where social commerce is lacking today. That being said, this study is constrained by its cross‐sectional research design, conducted in Malaysia. Future research endeavors should consider launching longitudinal, multicountry studies to broaden the applicability of the findings.

Construct validation and measurement invariance of the Parasocial Relationships in Social Media survey.

This paper examines the construct validity and measurement invariance of the Parasocial Relationships in Social Media (PRISM) survey which was designed to provide researchers with a valid and reliable tool for measuring parasocial relationships developed in a social media context. A confirmatory factor analysis indicated the survey provides an adequate measure of parasocial relationships with online, social media celebrities, replicating the factor structure found by Boyd and colleagues when they developed PRISM and providing evidence of the construct validity of the survey. Additionally, scalar measurement invariance was achieved which supports the survey's ability to compare parasocial relationships across different social media platforms.

Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective

Purpose Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies. Design/methodology/approach The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique. Findings The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. Practical implications Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. Originality/value From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).

Purchase Intention in Luxury Food: The Role of Materialism, Social Comparison, and Bandwagon Effect

Objective: This research aims to examine the influence of materialism, social comparison, and the bandwagon effect on purchase intention for luxury food products. Design/Methods/Approach: This study adopts a quantitative approach and employs Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using the SmartPLS 3 software. An online survey was conducted by distributing a questionnaire among 200 respondents. Findings: The results indicate a significant influence of materialism and the bandwagon effect on purchase intention. In contrast, no significant influence is found in the effect of social comparison on purchase intention. Originality/Value: This research contributes to the academic and marketing fields by providing insights into the role of materialism, social comparison, and the bandwagon effect on purchase intention, particularly in the luxury food product category. Practical/Policy implications: The findings of this study could be beneficial for marketers looking to promote their products, specifically in the luxury food category. Businesses could create distinctive products and promotions, such as offering limited edition menus or exclusive deals for VIP members, like access to secret menus or unique discounts. Marketers could utilize social media platforms by selecting influencers that align with the brand's luxury concept and appeal to the target audience. Viral campaigns also encourage audiences to compare themselves with social media celebrities, leading to a bandwagon effect and increasing brand loyalty.

Celebrity Worship Among Adolescents is Driven by Neuroticism, Avoidant Identity Style, and Need to Belong

Media celebrities can exert significant influence on societal change, and adolescents are the most vulnerable population to such influence given that this is a period when personal identity-seeking starts to become increasingly important. However, there is a lack of research examining the factors that contribute to adolescents’ vulnerability to celebrity worship. The present study investigated the relationship between neuroticism, avoidant identity style, and celebrity worship among adolescents with a particular focus on mediating the role of the need to belong among a convenience sample of Iranian adolescents (N = 396; girls = 68%; age = 15.76 ± 1.99). Structural equation modeling showed that the association between avoidant identity style and celebrity worship was partially mediated by the need to belong, while the latter fully mediated the relationship between neuroticism and celebrity worship. The findings draw attention to the need to belong as an important factor underlying celebrity worship. Limitations and future directions are discussed.

Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities

PurposeThis study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.Design/methodology/approachThe data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.FindingsThe findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.Originality/valueThis study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

A Picture is Worth a Thousand Words: Aging, Inclusive Masculinities, and Media Celebrity

In this essay, I want to engage critically the concept of “inclusive masculinities” to argue that it needs to account for the dimension of age. As part of a third phase of masculinity research that goes beyond the theoretical framework of “hegemonic masculinity” (Connell) to fathom the diversification of forms of masculinity, Eric Anderson deploys “inclusive masculinities” to theorize the proliferation of a plurality of non-vertical, non-hegemonic types of masculinity. These varied types allow for emotional intimacy with friends and physical tactility with other men, embracing activities and objects once coded feminine and, crucially, they eschew violence and bullying. As inclusive as this paradigm of changing masculinities is, it has largely overlooked the dimension of age. Aging men in film, media, and popular culture are typically depicted in a stay of decay and decline, while shifting patterns of masculinity seem to be limited to youth males. My case study for this cross-reading of inclusive masculinities with aging studies is an iconic photograph of two aging celebrity athletes. On September 23, 2022, freelance photographer Ella Ling captured an image of tennis superstars Roger Federer and Rafael Nadal holding hands while sobbing uncontrollably during the tribute paid to the former’s retirement from professional tennis. The photo went viral on social media, and journalists and fans were quick to embrace it as a corrective to what popular discourse refers to as “toxic masculinity.” I will analyze this photo as an iconic picture that captures the masculine zeitgeist of contemporary times. The image of the two male celebrities expressing affection and friendship is all the more significant given that failure in elite sports is usually tied to inability to manage emotions. This photo not only challenges prevailing norms around masculine behavior but also the way young athletes are socialized into sport (privileging hypermasculinity, dominance, and aggression). As a visual positive model of inclusive and of aging masculinities (compared to the infamous images of bravado of younger tennis stars such as Nick Kyrgios and Alexander Zverev), this photo also makes great strides in presenting a forward-looking picture of Iberian aging masculinities. This is particularly crucial for Rafael Nadal’s celebrity brand, which is associated with a traditional form of manhood (his brand logo is “the raging bull” connoting masculinity, strength, and power), and who has been involved in sound polemics regarding his backwards views on gender equality.

Mall relevance, shoppers' well-being and mall loyalty: moderating role of social media celebrity

PurposeThe purpose of this study is to test the relationship between mall relevance dimensions [(functional relevance (FNR), symbolic relevance (SYR), social relevance (SOR) and environmental relevance (ENR)] and shoppers' well-being (SWB), which in turn influences mall loyalty (ML). In addition, this study aims to investigate the moderating effect of social media celebrities (SMCs) on the association between SWB and ML.Design/methodology/approachA mall intercept survey was used to collect responses from mall shoppers. The authors received 426 valid responses from mall shoppers in Pakistan's three metropolitan cities (i.e. Karachi, Lahore and Islamabad). To test the hypotheses, partial least squares structural equation modelling (PLS-SEM) was used.FindingsFindings reveal that FNR, SYR, ENR and SOR significantly and positively influence SWB. Similarly, SWB significantly affects ML. Moreover, SMCs moderate the positive relationship between SWB and ML.Originality/valueThis study is one of the pioneer studies examining mall relevance dimensions on SWB. In addition, this study contributes to the retailing literature by testing the moderation effect of SMCs on the relationship between SWB and ML. Likewise, this study provides insights for mall administration to focus on mall relevance in terms of FNR, SYR, ENR and SOR to enhance the current and prospects' SWB. Next, SMCs play a key role in enhancing SWB and ML.

Green Software Engineering: Cloud-based Face Detection and Static Code Analysis

This paper presents an approach to green software engineering that integrates cloud-based face detection and static code analysis to promote sustainable software development. The proposed method uses OpenCV, a computer vision library, and a pre-trained Haar cascade classifier to detect faces in images. Faces are marked with green bounding frames that serve as visual indicators of their locations. In addition, the paper evaluates the quality of a distinct script file using Pylint library static code analysis techniques. The analysis evaluates code compliance with standards, identifies potential flaws, and identifies code odors. By integrating these practices, the proposed method seeks to reduce resource consumption, maximize energy efficiency, and enhance code maintainability, promoting environmentally friendly and sustainable software engineering practices. One outcome of our effort was creating the YasminNadiaArabcSocialMediaImages data collection, which includes faces of Arabic social media celebrities and is filled out to be accessible for public usage on the websites Kaggle and GitHub.

An Evaluation of the Effect of Social Media Platforms on the General Population's Decision-Making About Cosmetic Procedures in Makkah City, Saudi Arabia.

Background and objective Aesthetic procedures are one of the most commonly performed medical procedures. Surgical and non-surgical cosmetic treatments that are routinely performed include breast augmentations, rhinoplasty, botulinum toxin, and fillers. Several factors contribute to the increase in the popularity of these procedures, including body image dissatisfaction, the opinion of peers, and surgeon-related factors such as the surgeon's reputation, board certification, or years of experience. In addition, recent evidence suggests that active and passive usage of highly visual social media that focuson appearance-centric contenthave been positively associated with the acceptance of, and desire for, cosmetic procedures. In this study, we aimed to investigate the influence of social media on individuals' decision-making in terms of cosmetic procedures. Method The setting for this population-based cross-sectional study waspublic places in Makkah City, Saudi Arabia, and it was conducted from September to November 2021. Our study includedadults above the age of 18 years. The exclusion criteria were as follows: non-Arabic speakers and individuals with congenital anomalies or dysmorphic dermatological diseases.The final sample consisted of 364 participants. All analyses were carried out using IBM SPSS Statistics version 28 (IBM Corp., Armonk, NY). Continuous and categorical variables were compared using ANOVA and Pearson's Chi-squared test. Result A total of 364 participants were included in the study, and 80% of them used their phones on a daily basis for>4 hours per week. The mean age of the participants was 27.4 ± 8.3 years, and they had a mean BMI of 25.0 ± 6.4 kg/m2; 60% of the participants were female. Participants with a history of cosmetic procedures or a desire to undergo cosmetic procedures reported a similar pattern of daily phone use. There was no significant association between the reported history of cosmetic procedures and the daily duration of selected social media platform use. Conclusion We found no significant correlation between the hours spent on social media and the participants' history or desire for cosmetic procedures. Only 54 subjects compared themselves to social media celebrities. These findings could be attributed to the fact that the Makkah population is conservative in their religious attitudes and traditions, which makes them less susceptible to social media influences.

Social media celebrities' influence on youths' diet behaviors: a gender study based on the AIDA marketing communication model

PurposeSocial media celebrities are getting popular in promotions, and more people have experienced social media to receive information on diet and health tips. This research presents a study showing how social media can influence young people's diet behavior through collaboration with social media celebrities.Design/methodology/approachThrough recruiting on various social media and online education forums, this research recruited 196 young Hongkongers to participate in an online survey developed based on the AIDA (Action, Interest, Desire, Attention) marketing communication model on how youths access diet information from social media celebrities in Hong Kong.FindingsHong Kong youths consume diet information from social media celebrities through instant messaging systems, social networking sites and online videos, and, in particular, information on food calories and nutrition. However, sponsorship from vendors would decrease their desire to agree with the messages from social media celebrities. After receiving this information, some participants would follow tips and guides from social media celebrities. However, they seldom share such information. Interestingly, males are more willing to follow these tips and guides.Originality/valueFirst, this study fills the gap of prior research, which did not study much on how social media celebrities contribute to diet promotion to youths in Asia. Second, through the AIDA Model, this study shows how social media can affect the awareness and accessibility of diet information by young Hongkongers, followed by initiating their interest in this topic and retrieving more relevant information. Furthermore, the authors further understand their desire to follow and improve their behavior as promoted by social media influencers and how they practice such behavior. Based on these findings, health-related brands could consider using social media influencers helping to promote their products and services, and these brands could further use social media to secure customer engagement.

Sociopragmatic Analysis of Filipino Celebrities’ Posts and Fans’ Comments

The phenomenon of hate speech occurring in one's nation and the relationship between social media celebrities and their audience is very interesting to draw. Social media has changed how people interact, comprehend, and respond to online discourse. This paper looks at the topics posted by celebrities as sources of information through the lens of the dimensions of online persona and hostile fan comments through impoliteness theory and Crystal's theory of language and technology, respectively. The data were collected from the leading social media platforms in the Philippines, namely, Facebook, Instagram, and Twitter. The study shows that toxic online discourse was pervasive during the entire election period. Most celebrities use the public dimension (41%) and social media fans frequently on graphology (88%), bald-on record (33%), and sarcasm or mock politeness strategy (33%). The study also found two primary trigger mechanisms: the surrounding context of the social media celebrity's post and the social media fans' behavior in their use of language.

Virtual Influencer Marketing: Is It Effective in Engaging Younger Generations?

Abstract: The market value of global influencer marketing has more than doubled since 2019 (Statista, 2021). The emergence of the so-called virtual influencers (VIs) has redefined the boundaries of possibilities in this “industry” attracting the interest of many brands and raising several questions about their development, ethics, purpose in marketing and perspective. These ‘new’ social media celebrities have also attracted the attention of the scientific community but research has yet to explore how VIs are likely to reshape the practice of marketing.
 This study aims to better understand the attitudes and reactions of Generations Y and Z (the most attractive target group for influencers) towards VIs—in particular, to find out how VIs are perceived by younger customers and whether VIs can effectively persuade them to buy certain products.
 Two focus groups were conducted to facilitate an initial response to a relatively new phenomenon, and to gain a social, contextual view of the issue. Our results showed that human influencers still outperform the virtual ones for a number of reasons, ranging from the impossibility of identifying with digital creatures, the inability of the latter to demonstrate the efficacy of the products on themselves and the impossibility, expressed by many respondents, of empathising with entities that appear soulless and largely manipulated by those who—anonymously, behind their backs—are only interested in selling products.

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.