Use Of Celebrity Endorsers Research Articles

Impact of Celebrity Endorsements on Consumer Buying Decisions – A Conceptual Framework

The use of celebrity endorsement has become a prevalent strategy in contemporary marketing, embraced by numerous large corporations. This approach is characterized by a well-known individual leveraging their public recognition to promote a specific product or service. The study employed exploratory research methods alongside a qualitative framework, which included an extensive review of existing literature, leading to the development of a conceptual model. The findings of the research indicate that certain key attributes are essential for a celebrity to be deemed suitable for endorsement roles. These attributes include congruency, flexibility, expertise, attractiveness, longevity, and likeability, all of which contribute to the effectiveness of the endorsement in enhancing brand visibility and consumer engagement.

Peran Brand Attitude dalam Memediasi Inovasi Produk dan Celebrity Endorser terhadap Minat Beli (Studi pada Produk Bedak Padat Kosmetik Pixy di Kota Cilegon)

This research aims to explore the influence of product innovation and the use of celebrity endorsers on purchase intention with special attention to the role of brand attitude as an intervening variable. The research applies a quantitative approach and uses a purposive sampling method. The survey used a Google form with 400 female respondents aged 20-34 years in Cilegon City. The analysis method uses descriptive and inferential statistics, data processing uses SmartPLS software. The results of this research show that a significant influence was found between the product innovation variable and the celebrity endorser variable on the brand attitude variable. Furthermore, a significant influence was also found between the celebrity endorser variable and the brand attitude variable on the purchase interest variable, but no influence was found between the product innovation variable on the purchase interest variable for Pixy Cosmetics pressed powder products in Cilegon City. The brand attitude variable can be used as a mediating variable for the influence of the product innovation variable and the celebrity endorser variable on purchasing interest in Pixy Cosmetics pressed powder products in Cilegon City.

Designing celebrity-endorsed behavioral interventions in conservation.

The use of celebrity endorsement in environmental conservation interventions aiming to influence human behavior has increased in recent decades. Although good practice in designing, implementing, and evaluating behavioral interventions is outlined in recent publications, guidance on developing conservation interventions with celebrity endorsement remains limited. To fill this gap, we devised a guide for decision-making relating to celebrity-endorsed behavioral interventions based on the behavioral, project design, and celebrity endorsement literatures. The guide advises conducting research to understand the behavior system in question; defining endorser selection models and celebrities based on the research; developing an endorsement strategy with the appropriate communication channels; testing the celebrity, channels, and strategy with the target audience and making adjustments as needed; and, finally, evaluating the intervention after implementation. We applied this strategy to a case study, the aim of which was to design a celebrity-endorsed intervention to reduce consumption of wild meat in Ho Chi Minh City, Vietnam. Following our guide, we found that employing evidence-based decision-making substantially enhanced our ability to understand the complexity and potential cost associated with using celebrity endorsements in behavioral interventions.

Fraud risk implications of celebrity SPACs

Purpose The purpose of this study is to extend the Fraud Diamond Theory to celebrity Special Purpose Acquisition Companies (SPACs) and investigate their post-Initial Public Offering (IPO) stock market performance. Design/methodology/approach After obtaining a sample of celebrity SPACs from the Spacresearch.com database, fraud risk characteristics were obtained from Lexis Nexus searches. Buy and hold abnormal returns were calculated for celebrity SPACs versus a small-cap equity benchmark for time intervals after IPO, and multiple regression analysis was performed to examine the relationship between fraud risk features and post-IPO returns. Findings Celebrity SPACs exhibit Fraud Diamond characteristics and significantly underperform a small-cap stock portfolio on a risk-adjusted basis after IPO. Research limitations/implications This study only examines celebrity SPACs that conducted IPOs on the NYSE and NASDAQ/AMEX and does not include those that are traded on the Over the Counter Bulletin Board (OTCBB). Practical implications Celebrity endorsement of SPAC vehicles attracts investors who may not be properly informed regarding the risk characteristics of SPACs. Accordingly, investors should be warned that celebrity SPACs underperform a small-cap equity portfolio and exhibit significant elements of fraud risk. Social implications The use of celebrity endorsement as a marketing device to attract investment in SPACs has regulatory implications. Originality/value To the best of the authors’ knowledge, this paper is the first to examine the fraud risk characteristics and post-IPO performance of celebrity SPACs.

Influential Celebrities In Sustainable Online Shopping: A Theory Of Reasoned Action Insights

ABSTRACTThe implementation of lockdown in 2020 as a response to COVID-19 has led to significant behavioral changes, pushing society to adapt to online transactions. This research aims to analyze the influencing factors such as e-trust, e-wom, e-servqual, and celebrity endorsers on online purchase decisions, as well as examine the moderating effect of celebrity endorsers on these decisions. The research methodology used is quantitative with stratified sampling techniques, employing the Structural Equation Model Partial Least Square (SEM-PLS) with WarpPLS 8.0 software. The results of the study indicate that e-trust and e-WOM have a positive and significant impact on online purchase decisions, while e-service quality does not have a significant influence. Another finding is that celebrity endorsers can moderate e-trust, strengthen consumer trust in online transactions, and impact purchase decisions. However, celebrity endorsers are not effective in moderating e-WOM and e-service quality in online purchase decisions. In this context, e-trust, e-WOM, and celebrity endorsers play crucial roles in influencing online purchase decisions, in line with the Theory of Reasoned Action. The practical implications of this research emphasize the importance of building consumer trust in online transactions and managing the use of celebrity endorsers wisely to enhance purchase decisions. E-commerce companies and online platforms need to provide high-quality services to strengthen consumer trust. Moreover, the role of e-WOM should also be considered to influence purchase decisions and improve online service quality according to consumer expectations. The policy recommendations resulting from this research highlight the need for companies to focus on managing consumer trust and utilizing celebrity endorsers wisely to enhance sustainable online shopping.

The Influence Of Celebrity Endorser, Personal Selling And Pricing Strategy On Teenage Customers Response Toward Prepaid Card Products

One of the promotional techniques used to transmit messages and change consumer attitudes is advertising. The appropriate media must be used if messages are to be effectively delivered to customers. The growth of Indonesia's information media has led to an overabundance of advertisements in the news. Television, radio, magazines, newspapers, and other forms of media are utilized. In particular in Indonesia, where consumers are still brand-conscious and brands that have appeared in television advertisements are more well-liked than those that have not, television advertising is still seen as the most efficient method of product promotion. The purpose of this study is to examine adolescent consumer reaction characteristics in relation to price, personal selling activities and salespeople (personal selling), and the usage of celebrities as advertising supports in television media. Multiple linear regression analysis is the method employed. SPSS was used to calculate the analytical process. Purposive sampling methods were used to distribute questionnaires to 100 teenage male and female respondents in Jakarta in order to gather primary data. The results of this research show that the use of celebrity endorsers in television advertising, personal selling, and price has a significant simultaneous and partial effect on the response of teen consumers in Jakarta. The price variable has a dominant influence on the response of adolescent consumers.

PERAN BRAND IMAGE SEBAGAI MODERATOR CELEBRITY ENDORSER PADA KEPUTUSAN PEMBELIAN

In the hypercompetitive era, the use of celebrity endorser s and brand image as determinants of purchasing decisions is still a major concern of marketing practitioners. The study aims to assess the influence of celebrity endorser s and brand image on purchasing decisions. The study involved 60 respondents who used a skincare product defined as Gen Z. Using the Structural Equation Modeling (SEM) approach with Partial Least Squares (PLS) analysis, the study introduced a new perspective by positioning brand image as a moderation variable, a model with a limited precedent on previous research. The findings of this study reveal that celebrity endorser s as well as brand image have a significant influence on purchasing decisions. Furthermore, this study shows that brand image acts as a positive moderation. Strengthen the link between celebrity support and purchase decisions. The results highlight the multifaceted dynamics that play a role in consumer decision-making in the context of skin care beauty products, highlighting the important role of brand image as an important factor in increasing the influence of celebrity support on consumer purchasing decisions."

The Influence of Celebrity Endorsers and Electronic Word of Mouth (E-Wom) on Shopee Brand Trust

This research aims to explore the impact of celebrity endorser and electronic word of mouth (e-WOM) on consumer trust levels towards the Shopee brand in Surabaya city. The research method used is quantitative, involving 80 respondents selected through nonprobability sampling technique using purposive sampling method. The respondents consist of active users of Shopee marketplace aged between 15 and 40 years old. Data collection in this research involves both primary and secondary data. The analysis technique used is Partial Least Squares (PLS) with validity, reliability, and hypothesis testing. The results of the research indicate that: (1) the use of celebrity endorser has a positive and significant impact on brand trust, and (2) electronic word of mouth (e-WOM) has a positive and significant impact on brand trust.

Pengaruh Celebrity Endorsment, Citra Merek dan Kepercayaan Merek Terhadap Niat Beli Produk Serum Somethinc di Instagram

Currently in Indonesia, it has become a trend to use skincare, especially serum in carrying out treatments to have beautiful and beautiful skin to support appearance. To ensure the attractiveness and satisfaction of the online media for the beauty business, the researchers tried to find out in depth about the reviews of the use of celebrity endorsements. So in an effort to maintain the positive impact of celebrity endorsements on Instagram on customer behavior, researchers and business experts are encouraged to have a better understanding of this phenomenon. In this study, researchers examined the effect of celebrity endorsements on the purchase intention of beauty serum products on Instagram. In analyzing the data, the researcher used simple regression analysis to determine the effect partially, while multiple regression analysis was used to determine the effect simultaneously. Furthermore, this study uses primary data obtained from distributing questionnaires to 160 respondents ranging from 15 to 50 years of age who know the SomeThinc brand and celebrity Tasya Faraysa on Instagram. The results of this study prove that celebrity endorsement has a positive effect on brand image and brand trust and purchase intention, then brand trust and brand image also have a positive effect on purchase intention, this means that brand trust and brand image can strengthen the influence of celebrity endorsement on purchase intention.

IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LOCAL SKINCARE BRAND: THE ROLE OF PERCEIVED QUALITY AND PERCEIVED VALUE

The main objective of this study is to explore the role of celebrity endorsement in generating consumer purchase intent while taking into account perceived value and perceived quality in relation to local skincare brands. in local skincare brands. This study used a survey approach in collecting data. Online research questionnaires were distributed to target respondents. Sampling was carried out using a purposive sampling technique with the criteria of skincare consumers who know local skincare brands and celebrities who endorse the brand. There were 153 responses from respondents that were valid and can be used for analysis. The results of this study demonstrate that the influence of celebrity endorsement and perceived quality on purchase intention is significant. It has been demonstrated that perceived quality helps to moderate the impact of celebrity endorsement on consumers' intention to buy. Celebrity endorsement, moreover, has been shown to influence perceived value. However, perceived value does not affect purchase intention. Hence, it has not been demonstrated that perceived value mediates the impact of celebrity endorsement on purchase or buying intention. The use of celebrity endorsements is able to encourage consumer purchase intentions so that companies should pay attention to the factors in selecting celebrities who will be invited to cooperate to promote products so that the perception of quality as well as the value formed by consumers is in accordance with company targets.

PENGARUH CELEBRITY ENDORSER JEROME POLIN TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAP TASTY BEEF YAKINIKU

Advertising is a tool used as a communication process to convey information to audiences that can generate attention, interest and decisions on actions to buy the products offered. The use of celebrity endorsers in advertisements is the main attraction of a brand to the intended target market, as well as building a strong emotional relationship with consumers. The purpose of this study was to determine 1) Jerome Polin as a celebrity endorser for Sedaap Tasty Beef Yakiniku noodle products, 2) Purchase decisions and 3) The influence of celebrity endorser Jerome Polin on purchasing decisions for Sedaap Tasty Beef Yakiniku Noodles. This study uses a quantitative approach with a survey method with a questionnaire as the data collection instrument. The population in this study were followers of the Instagram account @miesedaaptasty with a population of 120 and a sample of 55 people. The sampling technique used simple random sampling technique. The results showed that celebrity endorser Jerome Polin had t-count (10.796) > t-table (2.398), it was stated that there was an influence between Celebrity Endorser Jerome Polin on the Purchase Decision of Sedaap Tasty Beef Yakiniku Noodles. Meanwhile, the R square result is 0.687, which means that Celebrity Endorser Jerome Polin influences the Purchase Decision of Mie Sedaap Tasty Beef Yakiniku by 68.7%, and the remaining 31.3% is influenced by other factors outside of this study.

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

Background – The awareness and massive adoption towards internet has motivated companies to include it into their marketing strategies, such as by using celebrity endorsement and social media use, as this will enable them to increase customer engagement and their purchase decision.
 Aim – This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions.
 Design / methodology / approach – This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling.
 Findings – The research results show that: (1) the use of social media has a positive effect on customer engagement; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions. 
 Research implication – MSMEs need to understand the important role of the influence of social media in increasing engagement with consumers. The use of celebrity endorsement must also be considered as an important aspect that can encourage consumer engagement.
 Limitations – This research was specifically conducted on SMEs in the handicraft and culinary industry in West Java. Future studies require to be carried out in different settings to ensure generalizability of the present study.

Celebrity Endorsements in Liked Advertisements: A Study of Asian Countries

ABSTRACT Some advertisements include celebrity endorsers hoping that will increase the popularity of the ad and, thereby, the celebrity status will be positively associated with the brand. This paper reports the findings of a cross-cultural study undertaken across the cities Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai, using the Foote, Cone & Belding (FCB) grid to determine whether the appearance of a celebrity increases the chance for the advertisement to be liked. The results found that the use of celebrity endorsements in liked advertisements differed considerably, which provide an insight for advertisers developing campaigns using celebrities in different Asian markets.

O PROCESSO DE TRANSFERÊNCIA DE SIGNIFICADO SIMBÓLICO A PARTIR DO ENDOSSO DE CELEBRIDADE PARA A IMAGEM DAS MARCAS

O endosso por celebridade é uma estratégia de marketing muito utilizada, isto é, utilizar celebridades como porta-vozes de um produto e/ou serviço, com o objetivo de alavancar as vendas e aumentar a atratividade de uma marca. O uso de uma celebridade em ações de comunicação é uma forma eficiente de transferir significados simbólicos para uma marca e ao consumidor por meio de uma associação dos produtos e da marca em questão à sua imagem. Neste contexto, o estudo teve como objetivo geral compreender o processo de transferência de significado simbólico a partir do endosso de celebridade para a imagem das marcas na percepção de jovens consumidores. Para tanto, foi realizada uma pesquisa qualitativa de caráter exploratório, operacionalizada por meio de três grupos focais, totalizando trinta participantes (consumidores), conduzidos a partir de uma abordagem semiestruturada, utilizando-se um roteiro básico de questões para sua condução. O objeto de estudo foi a celebridade Gisele Bündchen, relacionada a seis marcas brasileiras: O Boticário, Pantene, C&A, Ipanema, Hope e Vivara. Dessa forma, foi possível evidenciar que a celebridade endossante (Gisele Bündchen) transfere um conjunto de significados positivos a todas as marcas analisadas, com a predominância de alguns deles. Ao final da pesquisa, foi possível propor alguns direcionamentos para que as empresas potencializem o seu posicionamento de mercado e seus resultados mediante a utilização do endosso de celebridade associado às suas marcas e aos seus produtos. Submetido: Maio 2022 Aceito: Dezembro 2022 DOI: 10.18226/23190639.v10n2.01

The Effect of Celebrity Instagram Endorsment on Impulsive Buying Behavior in Students in Rokan Hulu Regency, Riau Province

The use of Instagram as a digital marketing medium has become increasingly popular since the emergence of the microcelebrity phenomenon or commonly referred to as Instagram celebrity (celebgram). In Indonesia, the use of celebrity endorsements has increased rapidly and has become a trend in the online business world. Impulse buying is one of the unique characteristics possessed by the Indonesian people, namely purchases that are made spontaneously, without planning and without careful consideration. Despite the fact that more and more companies or online business people are using the services of celebgrams for endorsements, scientific knowledge about the effect of celebgram endorsements on impulsive buying behavior is still limited. This study only focuses on endorsement programs for fashion products and impulse buying. This study makes a new contribution to the importance of celebrity endorsements in encouraging impulse buying behavior and provides insights for further research on a larger scale. The purpose of this study was to determine the effect of celebrity instagram endorsements on impulsive buying behavior in students in Rokan Hulu Regency, Riau Province. This study used a sample of 100 students who were selected using non-probability sampling technique. The survey method was conducted with a questionnaire strategy, male and female respondents were given the same questionnaire. The resulting data will be analyzed using the SPSS program. The analytical tool used is Multiple Linear Regression by performing classical assumption tests (Normality Test, Heteroscedasticity, Multicollinearity Test), and Hypothesis Testing (F Test, t Test and Coefficient of Determination Test). In this study, the output is targeted in the form of an accredited national journal. Description of TKT The proposed research is at level 2.

What Cigarillo Companies are Putting on Instagram: A Content Analysis of Swisher Sweets' Marketing from 2013 to 2020.

Tobacco marketing includes text and visual content, which conveys important meaning to consumers and influences use. Little is known about the marketing tactics used by a popular brand of cigarillos on social media to promote their products, including their visual design. A content analysis was conducted to analyze text and visuals for all posts on Swisher Sweets' official Instagram account from Jan 23, 2013 to Feb 28, 2020. We assessed product depictions (e.g. warnings, smoking cues), presence of FDA-prohibited or potentially misleading claims (e.g. lower risk, organic), marketing tactics (e.g. celebrities, selling propositions), flavors, and demographic representation. We coded 1402 posts. Smoking cues (e.g. images of people smoking, product imagery) were in 764 posts (54.5%), and a warning appeared in 690 (49.2%) posts, but obscured in 29.4% of those instances (n = 203). No posts included FDA-prohibited claims, but some potentially misleading language was identified, including the use of words or visual depictions of smooth (n = 254, 18.1%) and quality/well-made (n = 239, 17%). Marketing tactics such as scarcity (n = 159, 11.3%), event promotion (n = 586, 41.8%), and alcohol depictions (n = 171, 12.2%) were common, and flavor names appeared in 598 posts (42.7%). People depicted were often young adults (n = 709, 50.6%), Black/African American (n = 549, 39.2%), and in groups (n = 473, 33.7%). Both text and visuals are used to market Swisher Sweets on their Instagram account. Using social images of young adults, especially Black individuals, signals the intended use of the product. These images of visual-based social media may influence appeal, glamorization, and normalization of cigarillo smoking among vulnerable populations. Tobacco marketing, including from popular cigarillo brands like Swisher Sweets, is widely used to influence consumer perceptions and behavior. Social media marketing includes text and visual, both of which increase product appeal and encourage use. Visual-based social media from the industry itself have been understudied, particularly for cigarillos. This study characterizes the ways in which Swisher Sweets uses text and visuals to market their products through their Instagram account, including smoking cues, potentially misleading language, use of celebrity endorsers, and promotion and sponsorship of events.

Attitudes towards attractive and credible celebrities in advertisements

The saying, beauty is in the eye of the beholder, is relevant in the use of attractive and crediblecelebrities in advertisements. A celebrity endorser is seen as a model who enjoys recognition fromthe public and who can be seen as an ubiquitous feature of marketing today. The use of celebrityendorsers is a fairly common practice in many organisations in supporting their corporate orbrand image.This article focuses on both the attractiveness and also the credibility of celebrities in advertisements.It is anticipated that attractive celebrities and credible celebrities could influence attitudes positively,and that this will eventually lead to the purchasing of the advertised products and services.O’Mahony and Meenaghan’s (1997/1998) Perceptions of Celebrity Endorsements Scale was usedto measure the overall attitudes of students on celebrity endorsements. Separate sets of itemswere developed to measure attractive and credible celebrities separately. The internal consistencyreliability of these measurement scales reflected high scores (α > 0.70) on all items.In general, the respondents positively perceived celebrity endorsements. However, the overallrating of respondents in respect of an attractive celebrity in an advertisement was decidedly moreunfavourable. Results also showed attitudes towards credible celebrity endorsements to be neitherpositive nor negative

PERAN BRAND IMAGE MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP REPURCHASE INTENTION

Celebrity endorsers are one of the factors that influence a person's intention to buy or reuse (repurchase intention) a product or service. The use of celebrity endorsers in promotions can increase repurchase intention. This study wants to explain the role of brand image in mediating celebrity endorsers on repurchase intention. This research was conducted in Denpasar City involving 80 respondents. The data collection method used is purposive sampling. Data was collected by distributing questionnaires containing statements related to celebrity endorser variables, brand image and repurchase intention. Furthermore, the data from the questionnaire collection was processed using validity and reliability tests to determine the feasibility and consistency of indicators in the questionnaire. In addition to validity and reliability tests, other tests were conducted, namely path analysis and Sobel test. The results showed that celebrity endorser had a positive and significant effect on repurchase intention. Meanwhile, brand image has a positive and significant effect on repurchase intention. So it can be said that to increase repurchase intention, it can be done by increasing the use of celebrity endorsers and growing a good brand image.

Citra Merek dan Iklan terhadap Keputusan Pembelian dengan Celebrity Endorser Memoderasi Iklan

The purpose of this study was to analyze the effect of brand image and advertising on purchasing decisions with celebrity endorsers moderating advertising. Methodology The population in this study are those who buy products at Bukalapak who live in Jabodetabek. The sample size used in this study was 100 respondents, using a non-probability sampling technique which was chosen by using a purposive judgmental sampling technique. The tools for analysis techniques use IBM SPSS version 26, the MRA (Moderated Regression Analysis) analysis technique was selected, carried out in stages. Findings The results showed that the variable brand image, advertising has a positive effect on purchasing decisions. The moderating variable is celebrity endorser negatively moderating the relationship between advertising and purchasing decisions. In addition, celebrity endorsement has a direct positive influence on purchasing decisions but when it is a moderator it weakens the relationship between advertising and purchase decisions. Suggestions Companies need to be extra careful in the use of celebrity endorsements combined with advertising, because the nature of the two do not support or strengthen each other but reduce and may replace. Further research is needed to determine the combination of these two variables.

An Analysis Of Communication Celebrity Endorsement On Brand Image

The main objective of this study is to propose a conceptual model to assess whether persuasive messages can lead to acceptance in the form of information provided by Instagram social media opinion leaders, and, also, the extent to which messages on products and services affect brand image recommended by celebrity endorsement. Communication helps managers to do their jobs and responsibilities. Communication serves as the basis for planning. Celebrity endorsement are used as a common corporate communication strategy to build brand image. Advertisers believe that the use of celebrity endorsement affects advertising effectiveness as well as on purchase intention and repurchase. The study used a quantitative approach using 241 samples from clothing consumers using multiple linear regression processed with SPSS 25. The results of this study found that there was a significant and positive influence of celebrity endorsement on clothing companies brand image. Celebrity endorsement play an important role in improving clothing companies brand image with the endorsement method carried out by celebrity endorsement proven to be able to give a positive impression on the brand image in the eyes of consumers, especially on social media Instagram.