The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator

The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention

The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales

The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy

This thesis investigates different characteristics and dimensions related to social media influencers that might affect some brand outcomes after being endorsed by /collaborating with the influencer in brand communications. This study specifically examines the impact of three dimensions—social media influencer credibility, attractiveness, and endorsement content quality—on the collaborating brand’s credibility. It also examines the influence of brand credibility on brand advocacy. The study also explores the mediating role of brand credibility and the moderating role of digital experience. To achieve these aims, the researcher employed the premises of two theories: the stimulus–organism–response theory and the social learning theory. The data were collected using an online questionnaire from 281 respondents. The findings reveal that social media influencer credibility significantly influences the credibility of the collaborating brand which in turn exert significant impact on brand advocacy. A mediating effect of collaborating brand credibility is identified between social media influencer credibility and brand advocacy. The findings have essential managerial implications that assist managers in choosing the most effective social media influencer for their brand

Developing an integrated communication plan in the digital age

Marketers are constantly exploring the best communication channels to deliver the best possible message to their targets. Therefore, technological advances are continuously shaping communications, especially in digital environments. Bidirectional and interactive dimensions characterize digital media communications. This study explores relevant literature on integrated marketing communications and communication in digital environments, including child-oriented marketing communications. As a result, theoretical framework on digital communication is provided for academics and practitioners.Research : "MoBeyBOU: Moving Beyond Boundaries - Designing Narrative Learning in the Digital Era", referência: POCI-01-0145-FEDER-032580, financiado pela Fundação para a Ciência e a Tecnologia—FCT, e o Fundos Europeus Estruturais e de Investimento FEDER através do Programa Operacional Competitividade e Internacionalização. The authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support by national funds FCT/MCTES to UNIAG (UIDB/04752/2020)

CAN CONSUMER INVOLVEMENT PREVENT THE VAMPIRE EFFECT?

Abstract. So far, the study of celebrity endorsers has explored the positive side of celebrtity. But the use of celebrity as an endorser also has the potential to have a negative impact, or what is known as the vampire effect. This study aims to further analyze the existence of vampire effects with moderation so that the results can provide important insights on how to avoid the effects of the vampire. The study was conducted in the form of experimental research that examined how the influence of brands supported by celebrity endorser and unknown endorser on brand recall by moderating consumer involvement variables. The results of the first phase of the study indicate that the vampire effect actually did occur and the results of the second phase of the research show that consumer involvement can prevent the vampire effect from occurring. Keywords: vampire effect, celebrity endorser, unknown endorser, consumer involvement, brand recall

National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention

The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity’s credibility and consumers’ purchase intention in a developing economy. A total of 253 respondents participated in an experiment including the localness of 2 sports celebrities (global vs national) and2 product involvement (high vs low) levels. The study determined that sports celebrity credibility had both direct and indirect effects on respondents’ intention to buy, but product involvement moderated the direct impact of sports celebrity credibility on the consumer’s intention to buy a product. The direct impact was noticed in the case of low involvement products, and no impact was observed in the situation of high involvement. Besides, the study showed that global sports celebrities enjoyed a higher level of attractiveness, but the trustworthiness was higher for national celebrities. Finally, moderation analysis showed that the mediation effect of the localness of a sports celebrity on the relationship between credibility and intention to purchase depended on the type of measured effect – direct or indirect. This study expands the research on the effects of celebrity credibility on the consumer’s intention to purchase in developing economies

Blog Advertising Effectiveness – An Ad Endorser Perspective

Many consumers routinely gather product information and appraisals via the Internet before making purchase decisions. For them, blogs are an important information source. Therefore, enterprises have begun using blogs as a new and effective instrument of product marketing. However, selecting the blog type that optimizes advertising effectiveness is now an important issue in corporate advertising. This study classifies blogs into three types (celebrity blog, expert blog, and typical consumer blog) and defines product type (experience product and search product) and brand awareness (high and low) as two product constructs. The aim is to help enterprises evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information. A quasi-experiment design was adopted, and twelve experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness. The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types

Social Media Influencers: An Examination of Influence Throughout the Customer Journey

Social media influencers (SMI) expanded exponentially in both numbers and credibility shortly after the widespread emergence of social media platforms like Facebook and Instagram. Firms have noticed this increase and as a result, diverted billions of dollars in their marketing budgets toward SMI endorsements and campaigns, and away from traditional media. As often happens with quickly occurring phenomena, academic research is subsequently racing to understand the integral roles SMIs now command in social media marketing, and in marketing in general. Much of the latest research designed to understand and measure the effects of SMIs relies on previous research into traditional celebrity endorsers. SMI attributes and approaches have been researched like previous traditional celebrity studies. Another emerging and relevant topic is para-social relationships – in which followers feel as if they know the influencer like a friend though the SMI likely does not feel the same way. While there are similarities, major differences exist between traditional celebrities and SMIs. Examples include the delivery via social media platforms, increased engagement through the platforms, and uploadable user-generated content (UGC). Unlike musicians, athletes, and actresses, SMIs are generating their stardom and followings on social media platforms with their UGC. Though the traditional xiii celebrity concept is still quite relevant regarding endorsements, younger consumers have been opting for less traditional media for entertainment purposes. Businesses have realized reaching Generation Z is effective and efficient through SMIs. This study advances the SMI literature in understanding the differences in para-social relationships formed with SMIs and their role throughout selected components of the customer journey rather than individual parts of it

Influential Article Review - Understanding Links Between Emotions and Women’s Product Preferences

This paper examines consumer behavior. We present insights from a highly influential paper. Here are the highlights from this paper: A wide difference of opinion exists about the content and composition of emotions. Advertising may influence an audience and their buying decisions about products and services. The objective of this study is to better conceptualize how women emotionally respond to emotional advertisements (EAs). The variant views are integrated into an ACE model, composed of subordinate levels of emotions (E), celebrity endorsements (C), and appeal drivers (A). This empirical study examines women’s emotional response using data from 240 Chinese women respondents. The study participants were invited to develop ACE mix based advertisements and fill out questionnaires. PLS-SEM analysis, a novel approach in ACE advertisement development and its applicability to consumer behavior, was used. The results show that showbiz celebrities expressing the emotion of happiness with music and color make the most effective ACE mix to influence the consumption behavior of women. The results are significantly mediated by attention levels and are widely applicable in the burgeoning advertising industry. The study also calls for further research with different ACE mixes in different contexts and on different audiences. It also opens doors for policy making and an appropriate understanding of women’s consumption behavior in the Chinese context. For our overseas readers, we then present the insights from this paper in Spanish, French, Portuguese, and German