Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 26 September 2024
Issue publication date: 14 November 2024
Abstract
Purpose
This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer.
Design/methodology/approach
The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device).
Findings
Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer.
Research limitations/implications
The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons.
Practical implications
The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness.
Originality/value
The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.
Keywords
Acknowledgements
The authors would like to acknowledge the technical support of Prof. Sougata Karmakar and research scholar Mr. Bighna Kalyan Nayak of the Ergonomics laboratory, Department of Design, IIT Guwahati, India during the experiment phase of this research work.
Citation
Dutta, T., Roy, S., Sarkar, S. and Nag, S. (2024), "Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking", Journal of Business & Industrial Marketing, Vol. 39 No. 12, pp. 2699-2715. https://doi.org/10.1108/JBIM-06-2023-0344
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited