Product Endorsement Research Articles

Spreading the Word: How Customer Experience in a Traditional Retail Setting Influences Consumer Traditional and Electronic Word-of-mouth Intention

The study of customer experience has gained substantial importance in the consumer behavior field because of how it impacts the development of long-term relationships with customers. The next frontier of customer experience research involves new contexts represented by new channels offered by retailers, thus sparking research interest in the experience lived by customers not only in physical stores but also in virtual stores as a clear representation of the concept of omni-channels. Within this context, consumers’ actions on social media are particularly important because they can act as product or service endorsements to other customers affecting their purchase intentions. In this article, we attempt to bridge the gap between real-world retail experiences and how they connect with the online retail environment through consumer behavior contrasting traditional and eWOM intention at the point of experience immediately after its consumption in a physical setting. In order to do so, a Bayesian hierarchical approach is used to provide an adaptable, low-sample statistical infrastructure for the analysis of the proposed relationships. Our findings show that customer experience in physical stores still have a higher impact on consumer traditional WOM intention than on eWOM intention.

Celebrity poses and consumer attitudes in endorsement advertisements

Purpose The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses. Design/methodology/approach Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China. Findings Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded). Originality/value Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.

Kidz Jaman Now Effect: How Millennials’ Opinion Leader In Social Media Can Influence Their Followers’ Intention To Pay Zakat

This study examines the relationship of Opinion Leader postings in Instagram that share information about Zakat towards the Intention of Pay Zakat. In 2030 Indonesia gets demographic bonus with 52.9% of total work force comes from millennials generation. Lembaga Amil Zakat (LAZ) require appropriate promotional strategies to prospective muzakki of the millennials generation. Previous studies showed millennials closely with social media and are easily affected by peers. Pre-test-post test experimental study was conducted using online questionnaire to see the relation of zakat ad education content posted by millennials favoured opinion leader on social media of Instagram on the intention of paying zakat. Opinion leaders used in this research are Ria Ricis as an instagram’s celebrity, Retno Hening as a parenting millennials, Ridwan Kamil as a government figures, and Muzzamil Hasbullah as a religious leaders. By using Theory Planned Behaviour and Source of Credibility, this research examine opinion leader which is effective in increasing intention to pay zakat. From the theory of source of credibility can be known opinion leader who effectively affect the intention to pay zakat from the side of expertise, trustworthiness, and attractiveness. So, this study can provide an insight on the LAZ in the selection of appropriate zakat product endorsers for the millennials generation segment.

Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case

Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy.
 
 Keywords: multiple product endorsement, celebrity endorsement

Effects of celebrity endorsement on firms’ competition: from industrial organisation perspective

Product endorsement is employed by many firms and most studies have proceeded based on management perspectives and ignored the strategic effects (or indirect effects). However, as a non-price competition, product endorsement behaviour’s strategic effects are valuable to be considered and convenient to be captured by industrial organisation perspective. So, this paper’s purpose is to reveal the strategic effects of product endorsement by industrial organisation perspective. First, the results of this paper show that celebrity endorsement decreases the rival’s benefits. Second, under a unique endorser, the lower efficiency (measured by marginal production cost) firm’s celebrity endorsement improves price difference and dispersion, which are direct effects of product endorsement. The higher efficiency firm’s endorsement promotes the producer surplus, consumer surplus and social welfare, which are called indirect effects. Finally, celebrity endorsement has trigger effects. If one firm launches celebrity endorsement, the rational reaction for its rivals is also to engage in a similar behaviour. This paper expands the celebrity endorsement issue from management to economics perspective.

Reconstructing Diffusion Model for Virality Detection in News Spread Networks

In today's competitive world, organizations take advantage of widely-available data to promote their products and increase their revenue. This is achieved by identifying the reader's preference for news genre and patterns in news spread network. Spreading news over the internet seems to be a continuous process which eventually triggers the evolution of temporal networks. This temporal network comprises of nodes and edges, where node corresponds to published articles and similar articles are connected via edges. The main focus of this article is to reconstruct a susceptible-infected (SI) diffusion model to discover the spreading pattern of news articles for virality detection. For experimental analysis, a dataset of news articles from four domains (business, technology, entertainment, and health) is considered and the articles' rate of diffusion is inferred and compared. This will help to build a recommendation system, i.e. recommending a particular domain for advertisement and marketing. Hence, it will assist to build strategies for effective product endorsement for sustainable profitability.

Rise in Instagram Influencers: A Lahore based Survey

Influencers are someone who has bigger audience and influence the decision-making power of the people while buying things online or from the outlets of the different brands. Influencers promote content and give products reviews. Brands contact them on the basis of their position, audience, authority and activeness on the social media. Influencers gain audience usually through making entertaining and sometime informative content. Influencers are the marketers of social media. Influencers are also works as Bloggers, Youtubers and Podcasters, but not all bloggers are influencers. With the passage of time influencers have gained more attention and fame. They had given marketers new dimension of their product endorsement and advertisement. Influencers are making as much money as any other celebrity. Instagram influencers are more famous. They are young age only between 25 to 34 years old.

A strategic view of celebrity endorsements through the attachment lens

ABSTRACT The construct of attachment has received increased attention in the marketing literature in recent years, although its applications in product endorsement remain largely unexplored. Endorsement researchers have applied the construct in piecemeal fashion, examining the attachment either between consumer and product or between consumer and celebrity. None of these studies have looked at both these dimensions of attachment in one study or included the attachment between the celebrity and product. The present paper reconciles the previous literature to propose the tripartite attachment model that considers all three entities of an endorsement—consumer, celebrity and product, and encompasses the flow of meaning and attachment in this triad. This proposed model extends the McCracken meaning transfer model to incorporate the three attachment nodes that illustrate the flow of attachment in the endorsement triad. Finally, we make several marketing propositions about how attachment is associated with the consumer, celebrity and product to ensure a meaningful endorsement transaction.

Health by design: teaching cleanliness and assembling hygiene at the nineteenth-century sanitation museum.

In 1878, amid a rapidly proliferating social interest in public health and cleanliness, a group of sanitary scientists and reformers founded the Parkes Museum of Hygiene in central London. Dirt and contagion knew no social boundaries, and the Parkes's founders conceived of the museum as a dynamic space for all classes to better themselves and their environments. They promoted sanitary science through a variety of initiatives: exhibits of scientific, medical and architectural paraphernalia; product endorsements; and lectures and certificated courses in practical sanitation, food inspection and tropical hygiene. While the Parkes's programmes reified the era's hierarchies of class and gender, it also pursued a public-health mission that cut across these divisions. Set apart from the great cultural and scientific popular museums that dominated Victorian London, it exhibited a collection with little intrinsic value, and offered an education in hygiene designed to be imported into visitors' homes and into urban spaces in the metropole and beyond. This essay explores the unique contributions of the Parkes Museum to late nineteenth-century sanitary science and to museum development, even as the growth of public-health policy rendered the museum obsolete.

Advertising of Over-the-Counter Codeine-Containing Medicines in the EU: Differences in the Regulation of Advertising Between Member States

The availability of over-the-counter (OTC) medicines containing codeine has generated worldwide debate with increased focus on its safe use. Medicine agencies across the European Union (EU) have responded to the public health concern by placing restrictions and warnings on codeine medicines sold OTC in High Street and internet pharmacies. These restrictions include direct-to-consumer advertising; however, there are few published studies examining conditions of advertising across member states. A review of the conditions of advertising was conducted by accessing information pertaining to each medicine’s regulatory agency allowing the sale of codeine in the EU. Each agency was asked to respond to three topics: (1) level and type of restrictions placed on all forms of direct-to-consumer advertising of OTC medicines containing codeine; (2) labelling criteria on packaging including indication related to the risk of addiction and any other patient information specific to codeine; and (3) complaints received by the medicines agency related to direct consumer advertising of OTC medicines containing codeine. Data were collated and tabulated in Excel to demonstrate its position on OTC codeine advertising. In the EU, 12 countries allow the sale of OTC codeine, while 16 do not. Of the 12 countries permitting its sale OTC, 4 countries prohibited direct-to-consumer advertising of codeine. The majority of the countries permitting advertisements did not have any additional or special restrictions or warnings for codeine-containing products with the exception of the UK where advertising codeine was only permitted under certain restrictions including product endorsement and special warnings including its indication of use for a maximum of 3 days. There is wide disparity in advertising of OTC codeine in the EU. Safeguards for OTC codeine use are likely to continue to remain a priority in the interest of public safety.

The Market for Influence

Recent developments in social media have morphed the age-old practice of paying influential individuals for product endorsements into a multibillion-dollar industry, extending well beyond celebrity sponsorships. We develop a parsimonious model in which influencers trade off the increased revenue they obtain from paid endorsements with the negative impact that these have on their followers’ engagement and, therefore, on the price influencers receive from marketers. The model provides testable predictions that match suggestive evidence on pricing of paid endorsements, reveals a novel type of inefficiency that emerges in this market, and clarifies the role of search technology and advice transparency in shaping market activity. In particular, we show that recent policies that make paid endorsements more transparent can backfire, whereas an increase in the effectiveness of the search technology that matches followers to influencers has both direct and strategic positive welfare effects.

‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media

ABSTRACTCompanies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.

An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness

This paper aims to assess which ad element-related eye movement behaviors could predict the traditional advertising effectiveness of high-order for video advertising. The data were obtained from 61 participants, each stimulated by six video ads, via an eye tracking method and questionnaires. A logistic regression was conducted to predict high and low ad effectiveness with regard to element-related eye indicators. Three core constructs of high-order advertising effectiveness commonly used in research address the memory (ad recall), affect (attitude toward ad and attitude toward brand) and desirability (purchase intention) of consumers. Three key advertising elements (product, brand, and endorser) were tracked, presented by three eye movement indicators (transformed fixation time (TFT), transformed fixation number (TFN), and average gaze duration (AGD)). The findings indicated that three items are related to attitude toward ad (product-related AGD, brand-related AGD and endorser-related TFT), attitude toward brand (brand-related TFN and AGD, endorser-related TFT), and purchase intention (product-related AGD, brand-related TFN and endorser-related TFN). However, only two items of them are related to recall (product-related AGD and brand-related TFN). Furthermore, for all ad outcomes, consistently, eye movements on product elements and endorser elements tend to positively related to ad effectiveness, while eye movements on brand elements tent to negatively.

Health claims and product endorsements on child-oriented beverages in Guatemala.

We sought to describe front-of-package marketing strategies and nutritional quality of child-oriented beverages in Guatemala. We purchased all child-oriented ready-to-drink fruit drinks, milks and carbonated beverages in three convenience stores and one supermarket in Guatemala City. Front-of-package marketing was defined as the presence of spokes-characters, cartoons, celebrities, or health-related images, words, claims or endorsements on beverage packaging. We used the UK Nutrition Profiling Model (NPM) to classify beverages as healthy or less healthy. Guatemala City, Guatemala. We purchased eighty-nine beverages; most were fruit drinks (n 52, 58 %), milk (15, 17 %), carbonated beverages (5, 17 %), rice/soya products (5, 6·0 %), water (1, 1 %) and energy drinks (1, 1 %). Two-thirds (57, 64 %) had health claims. Of those with a nutrition facts label (85, 96 %), nearly all (76, 89 %) were classified as less healthy. No association between the presence of health claims and NPM score (P=0·26) was found. Eight beverages had health-related endorsements. However, only one beverage was classified as healthy. In this sample of beverages in Guatemala City, health claims and health-related endorsements are used to promote beverages with poor nutritional quality. Our data support evidence-based policies to regulate the use of front-of-package health claims and endorsements based on nutritional quality.

English

Fast foods companies in Zimbabwe have been outcompeting and outclassing each other in using celebrity endorsers for their marketing communications. The study aimed to investigate the impact of celebrity endorsement on consumer purchase intentions. The study’s literature review was based on a copious of celebrity endorsement empirical and theoretical literature. The literature review also acted as bedrock for the research methodology which was later adopted. In order to achieve the research objectives, the study was largely quantitative where survey questionnaires were distributed to customers and these questionnaires were useful in the aggregation of the results. The findings were entered into SPSS software package version 22. The result shows that celebrity endorsement variables showed a positive and significant statistical relationship with consumer buying intentions. The study recommends for fast foods companies to gauge the capacity of celebrities to project multi-attributes which would be consistent and of interest to the consumer’s requirements. There is also the need to strengthen certain aspects of celebrity consumer relationship as way of understanding the implications for product endorsement in the fast foods industry. Key words: Celebrity credibility, celebrity endorsement, perceived expertise, physical attractiveness, purchase intentions, trustworthiness.

Are Self-Endorsed Advertisements for Unhealthy Food More Effective Than Friend-endorsed Advertisements?

We examined how the effectiveness of interactive advertising varies according to product type and endorser type. Data were collected from 186 South Korean university students. The results supported our prediction that when people view self-endorsed advertisements for unhealthy food, the enhanced association between the self and the product leads to cognitive dissonance, which then results in self-justification, promoting a positive attitude toward the unhealthy food. We found that the effectiveness of interactive advertising depended on both product and endorser types. Participants exposed to self-endorsed advertisements for unhealthy food had a more positive attitude compared to participants exposed to friendendorsed advertisements. For healthy food, there was no significant difference between the effectiveness of self-endorsed or friend-endorsed advertisements. Theoretical and practical implications are discussed.

The world’s highest-paid athletes, product endorsement, and Twitter

PurposeThe purpose of this paper is to examine the practice of celebrity athletes’ product endorsement in the context of social media, guided by meaning transfer model.Design/methodology/approachThe study adopted a content analysis method based on data gathered from the official Twitter account of 17 of the highest-paid athletes over a period of five months.FindingsResults outline the state, involvement level, roles, modes, preferred content types, discernible differences, shared features, and best practices employed in endorsement tweets. A framework of athletes’ product endorsement on Twitter is presented.Research limitations/implicationsThe study presented theoretical and practical implications, and limitations and impetus for future research.Originality/valueThe study investigated professional athletes’ use of their own media channel for the purpose of endorsement, presented a framework that illustrates the practice of celebrity athletes’ product endorsement on social media, and identified a best practice and an exemplary reference.

FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember

Objective - The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with their advertising endorser in television. Methodology/Technique - This study used purposive sampling to gather information in the district of Situbondo, with a sample of 126 respondents and data measured with SEM (Structural Equation Modelling). Findings – By knowing the quality of the product, usually bring an attitude like the product so that brand loyalty will be achieved. If a customer has made a purchase decision, and loyal to a brand, it is likely that consumers would recommend the product to others. Novelty - The study tests the Endorser effect in the context of Indonesia with original data. Type of Paper - Empirical Keywords: Advertising Endorser; FMCG Products; Purchase Decisions and Brand Loyalty JEL Classification: M31, M37.

THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR

The purpose of this study is to explore the impact of celebrity endorsement on consumer’s buying intentions. This study concentrated on discovering the thoughts of Pakistani customers about celebrity endorsement by analyzing the different characteristics of the celebrity endorsement with respect to consumer’s buying intentions. In this study we reviewed the former literature present on the topic of celebrity endorsement. That gives clear perception of different important prospects regarding this topic. In order to discover the impact of different attributes of celebrity on consumer buying behavior quantitative approach is applied. The data has been collected from 150 respondents with the help of structured questionnaire and analyzed by using software SPSS. It was find that some aspects of celerity endorsement like gender, attractiveness, credibility, endorser type & multiple celerity endorsement proved to be effective with respect to buying intentions while multiple product endorsement has negative relationship with consumer buying behavior. In the end the study proves that the overall impact of celebrity endorsement on consumer’s buying intentions is positive. Keywords: Celebrity endorsement, Celebrity endorser, Purchase intentions, Consumer buying behavior, Celebrity endorsement in Pakistan

In Pursuit of Progress: Narratives of Development on a Philippine Island by Hannah C. M. Bulloch

Reviewed by: In Pursuit of Progress: Narratives of Development on a Philippine Island by Hannah C. M. Bulloch Enrique Niño P. Leviste Hannah C. M. Bulloch In Pursuit of Progress: Narratives of Development on a Philippine Island University of Hawai'i Press, 2017. 228 pages. Development is customarily depicted and endorsed as an antidote to backwardness, irrationality, and impoverishment. From election campaign speeches and policy debates to community projects and product endorsements, the proclivity to portray development as an indicator of advancement and hence of something to be desired and pursued remains strong. In social science research, literature inquiring into the many forms and aspects of development, though critical at times, have likewise maintained a favorable rhetoric. Left largely unexplored are local understandings of development and how these understandings reproduce, interrogate, and challenge established interpretations of progress and modernity. By the same token, how such notions inform everyday activities and aspirations of marginalized groups merits further exploration. Anthropological studies address this inadequacy by highlighting the contentious nature of development. These works show that, although dominant narratives persist, alternative discourses are also pervasive, albeit rarely articulated. More importantly, anthropological inquiry into development contends that experiences and imaginings of progress and modernization from the peripheries warrant discussion. One such work is In Pursuit of Progress: Narratives of Development on a Philippine Island by [End Page 515] anthropologist and Australian National University research fellow Hannah Bulloch. Drawing from a wealth of ethnographic data, the book casts a critical gaze on the everyday activities and aspirations of groups at the margins of global modernity. It focuses on local understandings of development on the central Philippine island of Siquijor and describes how the Siquijodnon reread and reshape multiple notions of progress as they continue to construct "meanings, myths, performances and practices" (2). As put forth in chapter 1, the book reminds readers at the outset that "[d]evelopment is a global project," an undertaking shared by multiple stakeholders and not simply a brainchild of North American and Western European pundits and policymakers (1). The book deserves commendation for offering a rich account of the Siquijodnon's appropriation, reworking, and use of development discourses in different contexts to advance personal goals—an apparent exercise of agency. Equally important is its recognition that socioeconomic status, a key indicator of difference, and the ideas and practices of development are intertwined, an explanation as to why contending discourses of progress and competing notions of how social relationships should be ordered are prevalent. Tension, adds the author, surfaces not only because of conflicting interpretations of development and the good life; it is likewise felt by Siquijor locals as personal ambivalence because living the good life and the notion of leading a simple life (ang simpul nga kinabuhi) intersect. Hence, "prioritiz[ing] an austere lifestyle over mass consumption … and making money" tempers aspirations to "get ahead" and live luxuriously (15). Illustrating the complexity of representations of development, the author describes in chapters 2 and 3 how the Siquijodnon define prosperity and poverty through kalamboan, literally meaning flourishing but often translated as "development," a metaphor of progress that distinguishes the haves from the have-nots. Incorporated into this metaphor are material symbols (e.g., type of housing and food) and intangibles (e.g., education and migration) that help local residents of the island operationalize otherwise abstract conceptualizations of affluence and scarcity. Kalamboan likewise facilitates the pinpointing of one's own and others' socioeconomic status in Siquijor society, a mechanism that clarifies (and reifies) distinctions based on these operational definitions. The author extends her inquiry into diverse and often conflicting conceptualizations of modernity in chapter 4. She discusses how the Siquijodnon imagine global development hierarchies [End Page 516] by positioning themselves as inferior to the more affluent and purportedly cosmopolitan Amerikanos, a conspicuous privileging and idealization of "things Western" from skin color to accent (21). Knowledge, or "affiliation to certain 'sets' of beliefs," reproduces distinctions between neighbors and kin further (115). The ability to use certain types of knowledge, notes the author in chapter 5, grants the Siquijodnon greater flexibility to negotiate their perceived position in the social hierarchy and to refashion themselves according to the context. The acquisition of cultural capital...