Product Endorsement Research Articles

The Effects of SMIs’ Source Credibility on Consumers’ Intention to Purchase Local Cosmetic Products Through Attitude Towards Advertisements

The global influencer marketing industry, valued at USD 21.1 billion in 2023, has gained immense relevance for businesses, with Social Media Influencers (SMI) playing a pivotal role in marketing activities. In the competitive Malaysian local cosmetic industry, leveraging SMIs is particularly promising, given their substantial influence on consumer buying behaviour due to their credibility traits. By extending Ohanian’s (year) seminal 3-dimensional source credibility model, this research employs a 4-dimensional framework tailored to the context of SMIs. Through the purposive sampling technique, this study managed to collect 164 responses via self-administered questionnaires among young adults in the age range of 18–34 years old. Data were analysed using the structural equation modelling-partial least squares (PLS-SEM) method. Findings from this research suggest that SMIs’ trustworthiness and attractiveness affect consumers’ purchase intention through the mediating effects of attitude towards advertisements, while expertise and similarity do not. Essentially, the findings from this study contribute to the existing literature on SMIs’ credibility traits, offering valuable insights for local cosmetic industry stakeholders in their selection for product endorsements.

“How come I don’t look like that”: the negative impact of wishful identification with influencers on follower Well-being

Abstract Purpose Building on Social Comparison Theory and Parasocial Relationship Theory, this study is designed to investigate how followers’ wishful identification with YouTube influencers is associated with their psychological well-being and how parasocial relationships with influencers moderate this association. Design/methodology/approach Influencer-fan data (N = 504) is collected through a Qualtrics survey in collaboration with a real-life influencer on YouTube. Hayes Process Modeling was used to conduct mediation and moderation analyses. Findings Results indicate that enjoyment of influencers’ videos positively leads to followers’ wishful identification, which negatively impacts their well-being. The parasocial relationship with the influencer was found to be a significant moderator on the negative relationship between wishful identification and follower well-being in the models with vlog-oriented videos and skincare videos as independent variables. Practical implications This study provides guidance for influencers regarding the behaviors to lower the negative psychological impact of their videos on viewers. While influencer content creation is a thriving business, the association between influencer-following and viewer’ mental health issues should not be overlooked. Social implications From the viewers’ perspectives, awareness of social media comparison with influencers and the filtered effects of social media communication are also discussed. Originality/value As influencers continue to gain prominence on social media, their influence on followers extends beyond providing information, entertainment, companionship, and product endorsements. This study examines the negative effects of influencer content on viewers’ psychological well-being, particularly through mechanisms of social comparison and parasocial relationships.

Portable ultrasound devices for obstetric care in resource-constrained environments: mapping the landscape

Background The WHO’s recommendations on antenatal care underscore the need for ultrasound assessment during pregnancy. Given that maternal and perinatal mortality remains unacceptably high in underserved regions, these guidelines are imperative for achieving better outcomes. In recent years, portable ultrasound devices have become increasingly popular in resource-constrained environments due to their cost-effectiveness, useability, and adoptability in resource-constrained settings. This desk review presents the capabilities and costs of currently available portable ultrasound devices, and is meant to serve as a resource for clinicians and researchers in the imaging community. Methods A list of ideal technical features for portable ultrasound devices was developed in consultation with subject matter experts (SMEs). Features included image acquisition modes, cost, portability, compatibility, connectivity, data storage and security, and regulatory certification status. Information on each of the devices was collected from publicly available information, input from SMEs and/or discussions with company representatives. Results 14 devices were identified and included in this review. The output is meant to provide objective information on ideal technical features for available ultrasound systems to researchers and clinicians working in obstetric ultrasound in low-resource settings. No product endorsements are provided. Conclusions This desk review provides an overview of the landscape of low-cost portable ultrasound probes for use in obstetrics in resource-constrained environments, and provides a description of key capabilities and costs for each. Methods could be applied to mapping the landscape of portable ultrasound devices for other clinical applications, or may be extended to reviewing other types of healthcare technologies. Further studies are recommended to evaluate portable ultrasound devices for usability and durability in global field settings.

Perceptions of celebrity athletes involved in social cause endorsement.

Due to their ability to evoke unique associations in people's minds, professional athletes are considered prime ambassadors for companies, brands or organisations to add intangible values, credibility and awareness to their products or services. Based on that premise, using celebrity athletes for supporting social causes has also become a frequent practice over the past years. Empirical knowledge on how such activities are being perceived by involved athletes is scarce. Little is known about what they consider to be relevant attributes of their personal brand that make them suitable for endorsing social causes. Based on semi-structured interviews with (n = 12) current and recently retired professional athletes from four different continents, we explore the most prominent attributes of athlete brands as well as other important features in that regard. Our results indicate that, in contrast to product endorsement, on-field attributes of the athlete brand are considered more important in relation to social causes. On-field attributes, such as career achievements and the behaviour shown during competitions, are seen as the main sources of credibility. Congruence and fit between endorser profiles and cause is perceived as highly relevant for successful cause endorsement activities. Our study is useful for a variety of stakeholders, such as athletes or organisations considering getting involved in social cause endorsement.

Effects of Scarlett Whitening Product Endorsement Content on Tiktok Social Media on Consumer Behavior in Skincare Products

Endorsement content is when a person or group of people supports or promotes certain content, be it in the form of writing, images, videos, or other media. The content can be products, services, brands or even ideas or opinions. Content endorsement can be done by individuals who have influence or popularity on social media, such as celebrities, influencers or public figures. They might write positive reviews, upload photos or videos featuring the content, or provide recommendations to their followers. Organizations or brands can also endorse content by working with influencers or public figures that match their target market. They can pay influencers to promote their products or services through posts, reviews or other content. The goal of endorsed content is to increase awareness, visibility, and trust in that content. By getting support from individuals who are perceived as having authority or influence, the content can reach a wider audience and build a positive image. It is important to note that content endorsements must be honest and transparent. Influencers or parties involved must disclose that they receive rewards or incentives for endorsements. This is necessary to maintain trust and integrity in content endorsement practices.

Better Stick to the Status Quo? Eco-Friendly Product Endorsements by (Large) Lifestyle Instagram Influencers as a Curiosity-Inducing Trigger for Young Women

Influencer advertising on Instagram effectively brings products to the attention of young, engaged audiences. Though brands often select Instagram influencers with green expertise for eco-friendly product endorsements, this study argues that generic lifestyle influencers are also suitable endorsers, expanding the reach to wider, more diverse young audiences. Advertising outcomes of a lifestyle influencer’s sponsored Instagram post were compared in three online scenario-based experiments using a 2 (eco-friendly vs. regular lifestyle product) × 2 (small vs. large influencer) between-subjects design. Building on schema incongruity theory, the first two experiments among female Instagram users between 18 and 25 years old confirmed our hypothesis that posts in which female lifestyle influencers promote eco-friendly (vs. regular) lifestyle products evoke more curiosity, which positively affects ad attitude and purchase intention. Conditional indirect effects consistently suggest that the relationship between product type and both ad attitude and purchase intention is only mediated through curiosity for large (vs. small) lifestyle influencers. The findings did not replicate in a third study featuring a male lifestyle influencer among male Instagram users between 18 and 34 years old. Hence, the proposed effects manifested only in the specific demographic of female emerging adults. Potential explanations and implications of these results are discussed.

Male product endorsers and the embodiment of modern Thai masculinities in skincare advertisements

As male endorsement in advertising continues to expand, and alternative forms of masculinity emerge in Asia and elsewhere, this article asks how skincare advertisements in Bangkok participate in these worldwide trends and how different forms of masculinity are represented and embodied in such advertising. The article analyses skincare advertising signs – banal sexed signs that form a significant part of Bangkok’s linguistic landscape – through the lens of social semiotics. The analysis reveals the use of both a more stereotypical form of masculinity associated with male heterosexuality and the ‘new man’, a masculinity associated with a ‘softer’ personality and Asian beauty trends. Important components contributing to the latter image include depictions of ‘feminine touch’ and multilingual texts. The findings illustrate how the new man serves as an important marketing tool, promoting not only a particular masculinity but also a modern, middle-class lifestyle.

Beyond Trends: Promoting Sustainability through Influencer-Driven Product Endorsements

Abstract In the past years, the blend of influencer marketing and sustainability has become known as a pivotal focus within the cosmetics sector. With consumer trends evolving rapidly and environmental consciousness on the rise, comprehending how influencer-driven marketing influences sustainable consumer behaviour is crucial. This study searches into the essential relationship between influencer marketing and sustainability, aiming to present the underlying mechanisms steering consumer actions and to discover strategies for promoting sustainability through influencer marketing efforts. Researching the dynamic field of influencer endorsement, the study is putting the accent on its impact on consumer perceptions and buying behaviours, particularly taking sustainability into consideration. Going through an extensive literature review and data analysis, the research presents crucial factors shaping consumer behaviour and assesses influencers’ role in the buying process of sustainable cosmetic products. Using quantitative research via a questionnaire survey, the study aims to find out consumer preferences, buying habits, and the influencer’s impact on sustainability marketing channels. Results put accent on a notable connection between influencer implication and sustainable cosmetics purchases, indicating the significance of genuine content and social platforms as influential channels. The study reaches a peak with insights into the challenges and prospects for the cosmetics sector in integrating sustainability into marketing strategies and finding ways to change normal consumers into environmentally conscious consumers.

Yogalebrities: The postfeminist, fashionable construction of ‘psychic life’ on social media

The appeal and impact of social media influencers within contemporary consumer culture has been a much-explored topic in fashion and media research. However, there are limited studies of yogalebrities – celebrity yoga practitioners who gain global visibility and following through branded product endorsements and modelling contracts – despite their leading role within the culturally and economically significant wellness industry. Furthermore, while the existing scholarship considers the intersections between consumer culture and spirituality, it is yet to grant due recognition to the active production and consumption of fashionable spiritual feminine identities produced on and through prevalent social media. Drawing on the combined insights from media, fashion and feminist studies, we discuss how yogalebrities represent and perpetuate normative ideals about femininity and its spiritual dimensions. We ground the discussion in the analysis of two different cases of yogalebrities: celebrity influencer Sjana Elise and micro-influencer Jessamyn Stanley. We demonstrate how they fold entrepreneurial opportunities into self-actualizing, self-branded intimate narratives to seek legitimacy and commercial success, and how their audience engagement capitalizes on, commodifies and stylizes spiritual values that underpin western yoga philosophy. By documenting these complex tactics, we contribute to fashion studies’ and feminist media studies’ understanding of the mediatized and increasingly fashionable psychic life of women.

Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Supplemental Material for Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

Supplemental Material for Exploring adolescent vulnerability to influencer product endorsement on snack intake within a live streaming context.

The Ethical Implications of Finfluencers Promoting Financial Products to their Followers

The booming trend of financial influencers (“finfluencers”) has sparked critical debate about the ethics of their product endorsements. While they can empower audiences with financial knowledge, promoting products raises concerns about conflicts of interest, financial literacy disparities, and potential follower harm.The booming trend of financial influencers (“finfluencers”) has sparked critical debate about the ethics of their product endorsements. While they can empower audiences with financial knowledge, promoting products raises concerns about conflicts of interest, financial literacy disparities, and potential follower harm. Uninformed audiences, particularly younger or financially disadvantaged groups, are vulnerable to exploitation through simplified, potentially misleading content pushing risky investments. Predatory targeting and manipulative marketing further exacerbate this vulnerability. Building trust and mitigating misinformation requires transparent disclosure of sponsorships and conflicts of interest. Additionally, accessible financial literacy education empowers audiences to make informed decisions beyond influencer recommendations. Responsible targeting aligned with individual circumstances and risk tolerance is crucial. Finally, presenting a balanced perspective on investment outcomes, including both successes and failures, fosters authenticity and encourages responsible decision-making. Regulations are evolving to address disclosure and liability, but self-regulation and ethical responsibility remain fundamental. By prioritizing audience well-being and upholding ethical standards, finfluencers can contribute to a responsible online financial environment. Harnessing their influence for positive change empowers individuals to make informed financial decisions and cultivate a culture of responsible investing in the digital age.

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

PurposeThis study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts.Design/methodology/approachThe research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n= 334) and a main study (n= 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit.FindingsVirtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type.Originality/valueThis research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

Analisis Pengaruh Atribut Produk, Celebrity Endorser Dan Perceive Value Sebagai Variabel Intervening Terhadap Keputusan Pembelian Produk Handbody Nivea Di Kota Semarang

Research on the influence of product attributes, celebrity endorsers and perspective value on purchasing decisions for Nivea Handbody products in Semarang City. The expected aim of this research is to analyze the influence of product attributes on Perceive value, as well as to analyze the influence of Endorsers on Perceive value. With the population of all consumers who purchased Nivea Handbody Products, the exact number is not known, so the sampling technique used in this research is purposive sampling, namely a sample collection method based on research objectives with a total of 100 people. The data analysis technique used is Path linear regression analysis to analyze the influence of Product and Endorser Attributes on Purchase Intention with Perceive value as the intervening variable for the test tool used and adapted to the research model. The regression equation used is Model 1, namely the influence of Product Attributes and Endorsers on Perceive value. Model 2 is the influence of Product Attributes, Endorser and Perceive value on Purchase Intention. Based on the results of the research that has been carried out, it can be concluded that product attributes influence perceived value in a positive direction, meaning that if product attributes increase, then perceived value increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then Perceive value increases, Product attributes influence Purchase intention in a positive direction, meaning that if product attributes increase, then purchase intention increases, Endorsers influence Perceive value in a positive direction, meaning that if endorsers increase, then purchase intention increases, Perceive value influences Purchase intention in a positive direction, meaning that if Perceive value increases, Purchase intention increases. Perceive value has the most dominant influence on Purchase intention. Product and Endorser attributes have a direct influence on Purchase intention through Perceive value.

Celebrities as Product Endorsers in a National and International Context

Celebrities as Product Endorsers in a National and International Context

The Social Media Influencers and Consumer Purchasing Intentions among Social Media Users

Social media influencer marketing encompasses the promotion of products or services involving product placement and endorsements from influencers. Influencers use their social media platforms to share videos, content, or images to shape consumers’ perceptions of various offerings. In this regard, this study examines how the trustworthiness and attractiveness of social media influencers influence consumers’ intentions to purchase different brands. The data were collected from 112 respondents residing in Tokha, Kathmandu, using a structured questionnaire distributed through convenient sampling. This research investigates the connection between influencers and consumer purchasing behaviour by employing descriptive, relational, and causal research designs. The results indicate a significant relationship between trustworthiness, attractiveness, and consumer purchasing intentions.

Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement

Based on the fast-growing sustainable consumption trend and the importance of social media in consumer decision-making, increasingly companies are introducing green products and promoting them through social media platforms. Virtual influencers (VI), as interesting alternatives to human influencers, have a lower risk of being involved in scandals and unethical behaviors, and can convey consistent ethical signals, showing a higher fit with green products. However, how to design effective VI green product endorsement solutions remains unknown. This study explored the effectiveness of VI green endorsement from three dimensions: VI image, emotional appeal, and product involvement. Four experimental studies (N = 1027) showed that human-like VI (HVI) was more credible and had an endorsement advantage compared to anime-like VI (AVI). Second, HVI was more suitable for using pride appeals, while AVI was a better match for gratitude appeals, and AVI using gratitude appeals was considered as credible as HVI. It is worth noting that emotional appeals are only applicable in low-involvement green products, and HVI is more advantageous in high-involvement product advertisements regardless of the appeal used. The findings provide a new direction for the VI green marketing of enterprises.

A model of purchase intention of complementary and alternative medicines: the role of social media influencers’ endorsements

BackgroundSocial Media Influencers (SMIs) are a fashionable way of marketing products by creating electronic word-of-mouth (e-WOM) on social media. The marketing of complementary and alternative medicines (CAMs) by SMIs is becoming increasingly popular and gaining credibility within consumers on social media platforms. Nonetheless, advising about healthcare products on social media should be examined as it is different from endorsing other kinds of commercial products. The aim of this study is to develop a model that provides the underlying mechanisms of the stimuli of SMIs on social media towards consumers’ purchase intention of CAMs.MethodsThis study used best fit framework synthesis methods to develop the model. A priori theory selection was conducted by identifying a BeHEMoTh strategy (Behavior of Interest, Health context, Exclusions and Models or Theories) to systematically approach identifying relevant models and theories relative to the research aim. Further evidence derived from primary research studies that describe the behavior identified is coded against selected a priori theory to develop the model.ResultsThis study presents a novel model for understanding the purchase behavior of CAMs using SMIs as a marketing strategy. The model included two well-known theories (theory of planned behaviour theory and source credibility theory) as well as extensive existing research from a multidisciplinary perspective. The model is exclusively designed to help identify elements affecting perceived source credibility and factors that have an influence over consumers’ preferences to purchase CAMs by taking into consideration SMIs’ endorsements.ConclusionsThis study provides unique insights introducing new research areas to health literature and offers, new roles for healthcare professionals in this digital era by gaining new skills and competencies required to provide more credible and accurate information about CAMs. The study also highlights the new marketing era of online health-related product endorsements and recommends that policymakers and researchers carefully evaluate the impact of SMI’s on the use of CAMs, as well as to regulate the content of these promotional materials.

Optimization of ultrasound-assisted enzymatic hydrolysis of channel catfish (Ictalurus punctatus) frames yield high-calcium and high-amino acid hydrolysates

ABSTRACT In this study, a high-calcium and high-amino acid fish frame hydrolyzate (FFH) was prepared from channel catfish (Ictalurus punetaus) through ultrasound-assisted enzymatic hydrolysis (UAEH). A 4-factor and 3-level Box-Behnken design of response surface methodology was employed to optimize the hydrolysis conditions, where the independent variables were sonication power (W), sonication time (min), enzyme activity (U) and water-substrate ratio (v/w). The degree of hydrolysis (DH) and soluble calcium content (SCC) were used as response factors. The optimal hydrolysis conditions were found to be sonication power (X1) = 492.91 W, sonication time (X2) = 15.01 min, enzyme activity (X3) = 6677.88 U, and water-to-substrate ratio (X4) = 3.56 v/w. Under these conditions, UAEH effectively disintegrated fish frame collagen and converted bound calcium to soluble calcium. Nevertheless, this study investigated the pattern of collagen transformation into short peptides and free amino acids throughout the degradation process. These findings highlight the potential of the FFH from channel catfish to serve as a foundation for creating highly nutritious food additive. The outcomes of this study further enhance the food industry’s ability to capitalize on the nutritional benefits offered by fish frame hydrolyzates. This expansion of health-focused product options and endorsement of the sustainable use of fish by-products harmonizes seamlessly with the industry’s evolving goals of waste reduction and value optimization.

Segmentasi, Targeting, dan Positioning Terhadap Loyalitas Pelanggan Produk Toko Logo di Plaza Andalas Kota Padang

Loyalty is the most important aspect for a company to maintain its extension in order to maintain and attract other customers. One way that can be done in building customer loyalty is to establish good relationships with customers. Having loyal customers is the main goal of every company. This study aims to examine customer loyalty, segmentation,targeting and positioning on consumer loyalty to logo shop product plaza andalas Padang products. This research is a quantitative research, the population in this study is buyers from February to June as many as 277 buyers. The sample collection technique used in this study was Accidental Sampling, which is a sampling technique based on chance, or anyone who happens to meet a researcher who can be used as a sample using the slovin formula, the number of samples in this study was 100 people. Data analysis techniques using instrument tests, classical assumption tests, multiple regression analysis, and hypothesis testing. The results of this study indicate that product quality, testimonials, and endorsements have a positive and significant effect on consumer loyalty to logo shop product plaza andalas Padang products.