874
Views
1
CrossRef citations to date
0
Altmetric
Research Articles

From a Relational Approach: The Persuasiveness of Advertisements Endorsed by Celebrities and Online Influencers

ORCID Icon & ORCID Icon

References

  • Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56–62. https://doi.org/10.1177/002224299505900305
  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052
  • Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson.
  • Bartsch, A., Mangold, R., Viehoff, R., & Vorderer, P. (2006). Emotional gratifications during media use–An integrative approach. Communications, 31(3), 261–278. https://doi.org/10.1515/COMMUN.2006.018
  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
  • Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/JAR-2019-030
  • Brown, W. J. (2015). Examining four processes of audience involvement with media personae: Transportation, parasocial interaction, identification, and worship. Communication Theory, 25(3), 259–283. https://doi.org/10.1111/comt.12053
  • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of Generation Y. Journal of Advertising Research, 44(1), 108–118. https://doi.org/10.1017/S0021849904040206
  • Cassell, J., Huffaker, D., Tversky, D., & Ferriman, K. (2006). The language of online leadership: Gender and youth engagement on the Internet. Developmental Psychology, 42(3), 436–449. https://doi.org/10.1037/0012-1649.42.3.436
  • Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766. https://doi.org/10.1037/0022-3514.39.5.752
  • Chan, K. (2010). Youth and consumption. City University of Hong Kong Press.
  • Chan, K. (2018). Attitudes towards advertising. In Y. Huang & Y. Y. Song (Eds) The evolving landscape of media and communication in Hong Kong (pp. 225–233). City University of Hong Kong Press.
  • Chan, K., Ng, Y. L., & Luk, E. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179. https://doi.org/10.1108/17473611311325564
  • Chan, K., & Zhang, T. (2019). An exploratory study on perception of celebrity endorsement in public services advertising. International Review on Public and Nonprofit Marketing, 16(2–4), 195–209. https://doi.org/10.1007/s12208-019-00225-3
  • Chapple, C., & Cownie, F. (2017). An investigation into viewers’ trust in and response towards disclosed paid-for-endorsements by YouTube lifestyle vloggers. Journal of Promotional Communications, 5(2), 110–136.
  • Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550
  • Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media. Journal of Advertising Research, 51(1), 313–320. https://doi.org/10.2501/JAR-51-1-313-320
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
  • Dimofte, C. V., Forehand, M. R., & Deshpandé, R. (2003). Ad schema incongruity as elicitor of ethnic self-awareness and differential advertising response. Journal of Advertising, 32(4), 7–17. https://doi.org/10.1080/00913367.2003.10639142
  • Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
  • Doss, E. L. (1999). Elvis culture: Fans, faith and image. Univ. Press of Kansas.
  • Elberse, A., & Verleun, J. (2012). The Halo Effect: Evidence for unconscious alteration of judgments. Journal of Advertising Research, 52(2), 149–165. https://doi.org/10.2501/JAR-52-2-149-165
  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
  • Fakhreddin, F., & Foroudi, P. (2021). Instagram influencers: The role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 0(0), 1–31.
  • Fan, F. (2021). Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities. Young Consumers, 22(2), 169–184. https://doi.org/10.1108/YC-10-2020-1224
  • Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass Communication and Society, 5(2), 183–206. https://doi.org/10.1207/S15327825MCS0502_5
  • Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
  • Gong, W., & Li, X. (2017). Engaging fans on microblog: The synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720–732. https://doi.org/10.1002/mar.21018
  • Gräve, J. F. (2017). Exploring the perception of influencers vs. traditional celebrities. In Proceedings of the 8th International Conference on Social Media & Society - #SMSociety17 (pp. 1–5). ACM Press.
  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford.
  • Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
  • Hovland, C. I., Janis, I. K., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
  • Huang, L. V., & Yeo, T. E. D. (2018). Tweeting #Leaders: Social media communication and retweetability of Fortune 1000 chief executive officers on Twitter. Internet Research, 28(1), 123–142.
  • Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155–166. https://doi.org/10.1080/00913367.2013.838720
  • Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608–623. https://doi.org/10.2501/JAR-51-4-608-623
  • Hung, K., Tse, C. H., & Cheng, S. Y. Y. (2012). Advertising research in the Post-WTO decade in China. Journal of Advertising, 41(3), 121–146. https://doi.org/10.2753/JOA0091-3367410308
  • Ibáñez-Sánchez, S., Flavián, S., Casaló, L. V., & Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469–486. https://doi.org/10.1080/13527266.2021.1929410
  • Janghorban, R., Latifnejad, R. R., & Taghipour, A. (2014). Pilot study in qualitative research: The roles and values. Hayat, 19(4), 1–5.
  • Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175
  • Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1), 57–78. https://doi.org/10.1086/266996
  • Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
  • Khan, M. A. (2021). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
  • Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attached to followers and yield positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
  • Ko, H. C., Wu, W. N. (2017). Exploring the determinants of viewers’ loyalty toward beauty YouTubers: A parasocial interaction perspective. In Proceedings of the 2017 International Conference on Education and Multimedia Technology (pp. 81–86). https://doi.org/10.1145/3124116.3124130
  • Krugman, H. E. (1966). The measurement of advertising involvement. Public Opinion Quarterly, 30(4), 583–596. https://doi.org/10.1086/267457
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
  • Lin, C. P., Chen, S. C., Chiu, C. K., & Lee, W. Y. (2011). Understanding purchase intention during product-harm crises: Moderating effects of perceived corporate ability and corporate social responsibility. Journal of Business Ethics, 102(3), 455–471. https://doi.org/10.1007/s10551-011-0824-y
  • Marwick, A. E. (2015a). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379
  • Marwick, A. E. (2015b). You may know me from YouTube: (Micro-)celebrity in social media. In P.D. Marshall & S. Redmond (Eds.), A companion to celebrity (pp. 333–349). John Wiley & Sons.
  • McCutcheon, L. E., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology (London, England: 1953), 93(Pt 1), 67–87.
  • Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: As assessment of recall and affect. Journal of Business Research, 21(2), 159–173. https://doi.org/10.1016/0148-2963(90)90050-N
  • Moran, M. (2022). 29 significant influencer marketing statistics and trends (2022). Startup Bonsai. https://startupbonsai.com/influencer-marketing-statistics/
  • Norris, C. E., Colman, A. M., & Aleixo, P. A. (2001). Context effects of cognitively involving, entertaining and enjoyable television programmes on two types of advertisements. Social Psychological Review, 3(1), 3–24.
  • Park, S., & Hoffner, C. A. (2020). Tweeting about mental health to honor Carrie Fisher: How# InHonorOfCarrie reinforced the social influence of celebrity advocacy. Computers in Human Behavior, 110, 106353.
  • Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826
  • Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134.
  • Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. https://doi.org/10.1086/208954
  • Praet, C. (2008). The influence of national culture on the use of celebrity endorsement in television advertising: A multi-country study. In Proceedings of the 7th International Conference on Research in Advertising (ICORIA). University of Antwerp.
  • Purohit, S., & Arora, N. (2022). The social influence in celebrity endorsed promotions: Revisiting the consumer perspective. Journal of Promotion Management, 28(8),1257–1279. https://doi.org/10.1080/10496491.2022.2060416
  • Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
  • Till, B. D., & Nowak, L. I. (2000). Toward effective use of cause‐related marketing alliances. Journal of Product & Brand Management, 9(7), 472–484. https://doi.org/10.1108/10610420010351394
  • Um, N. H. (2016). Antecedents and consequences of consumers’ attribution style: Measuring the impact of negative celebrity information. Journal of Marketing Communications, 22(2), 121–134. https://doi.org/10.1080/13527266.2013.812133
  • Um, N. H., & Lee, W. N. (2015). Korean advertising practitioners’ perspectives on celebrity endorsement. Journal of Promotion Management, 21(1), 33–54. https://doi.org/10.1080/10496491.2014.946210
  • Voorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808
  • Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388–408. https://doi.org/10.1111/j.1468-2885.2004.tb00321.x
  • We Are Social, & Hootsuite. (2019). Digital 2019 in China. We Are Social. http://wearesocial.cn/digital-2019-china/
  • Wegener, D. T., & Petty, R. E. (1997). The flexible correction model: The role of naive theories of bias in bias correction. Advances in Experimental Social Psychology, 29, 141–208.
  • Williams, R. (2020). Gen Z relies on influencers for purchase decisions, Kantar says. Marketing Dive. https://www.marketingdive.com/news/gen-z-relies-on-influencers-for-purchase-decisions-kantar-says/582890/
  • Wu, W. (2020). Celebrity endorsements are drastically changing in China. Jing Daily. https://jingdaily.com/why-celebrity-endorsements-are-drastically-changing-in-china/
  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–45.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.