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1 – 10 of 313In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…
Abstract
Purpose
In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.
Design/methodology/approach
This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.
Findings
Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.
Originality/value
This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.
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Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan and Hanh T. Vu
Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying…
Abstract
Purpose
Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.
Design/methodology/approach
The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.
Findings
The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.
Practical implications
Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.
Originality/value
From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).
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Abul Kalam, Chai Lee Goi and Ying Ying Tiong
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the…
Abstract
Purpose
The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.
Design/methodology/approach
In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.
Findings
The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.
Originality/value
This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.
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Halil Erdem Akoglu and Oğuz Özbek
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Abstract
Purpose
The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Design/methodology/approach
To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.
Findings
As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.
Practical implications
Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.
Originality/value
This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
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Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó and Francisco Sarabia-Sánchez
This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research…
Abstract
Purpose
This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?
Design/methodology/approach
To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).
Findings
Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.
Originality/value
First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.
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Although previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and…
Abstract
Purpose
Although previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and centrality in influencing tourists’ intention in the context of developing countries such as Tanzania remains largely unaddressed. This study, therefore, examined the relationship between celebrity involvement and domestic tourists' intentions to visit tourist attractions, attitude being the mediating variable.
Design/methodology/approach
A questionnaire was self-administered on a convenient sample of 279 domestic tourists in the Tanzania’s four largest regions, namely, Dar es Salaam, Mbeya, Arusha and Mwanza. Employing a quantitative research approach, structural equation modelling was performed to test the cause-and-effect relationships between celebrity involvement and tourists’ intentions before testing the mediating role of attitude in such a relationship. Confirmatory factor analysis was also performed to test the measurement models.
Findings
Attraction emerged to be the main determinant of the celebrity dimension that significantly influenced domestic tourists’ travel intentions, whereas attitude partially mediates such a relationship. Moreover, Bongo Fleva musicians, particularly Diamond Platnumz, one of the leading celebrities in this genre, were found to influence most of the respondents’ travel intentions – he posted a picture on his Instagram account of him touring the Serengeti National Park.
Research limitations/implications
The study focused on domestic tourists residing in four of the Mainland Tanzania’s largest regions, hence excluding those residing on the islands of Unguja and Pemba. Due to cultural differences, including the islands not only could unleash new perspectives on celebrity involvement dimensions but also could have introduced new determinants of travel intentions.
Practical implications
This study offers guidance to tourism businesses on designing their marketing campaigns that they should harness celebrity’s attractive qualities effectively. The focus should be directed not only towards linking destinations with celebrities but also on stimulating positive perception of those destinations, aligning with the attitudes of their followers.
Social implications
The study has set out a new perspective for researchers, practitioners and tourism businesses to refine their promotional strategies and for academicians to gain a deeper understanding of visitor behavioural intention dynamics.
Originality/value
This study has proposed and verified that attraction is a dominant determinant compared to self-expression and centrality in explaining tourists’ travel intentions and attitudes, which play a significant role in explaining such a relationship. Although the study employed a modified theory of planned behaviour in a celebrity involvement study, the findings have broadened the understanding and its applicability in the context of a developing country.
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Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong and Phuong Thi Kim Tran
From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to…
Abstract
Purpose
From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).
Design/methodology/approach
Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.
Findings
The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.
Originality/value
From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.
Research limitations/implications
The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.
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Fei Fan, Lin Fu and Qinghua Jiang
This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from…
Abstract
Purpose
This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.
Design/methodology/approach
An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.
Findings
Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.
Practical implications
First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.
Originality/value
To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.
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Shuai Yang, Yu Zhao and Chao Wu
The interaction between evaluators is underestimated in legitimacy literature. This study aims to examine the impact of CEO celebrity on initial public offerings (IPOs…
Abstract
Purpose
The interaction between evaluators is underestimated in legitimacy literature. This study aims to examine the impact of CEO celebrity on initial public offerings (IPOs) underpricing in Strategic Emerging Industries (SEIs). Based on legitimacy and limited attention effect, this study introduces a new antecedent to the asset pricing literature under a particular sample.
Design/methodology/approach
This paper illustrates how CEO celebrity promotes IPO underpricing by enhancing the legitimacy and then explores how the CEO characteristics can moderate this relationship. Using 1,128 IPO companies in China SEIs from 2010 to 2019, cross-section data is used to build a multiple linear regression model to test the hypotheses.
Findings
The result indicates that CEO celebrity is positively related to IPO underpricing. Founder CEO and CEO duality amplify the relationship. Further analysis shows that the relationship between CEO celebrity and IPO underpricing is more pronounced in firms with high Baidu search and low market sentiment.
Originality/value
This study provides insights into how CEO celebrity as notable internal information shapes the formation of investors' preliminary impressions of firms. The evidence consists of legitimacy and limited attention perspective by showing how investors favor, follow and hype the stocks with celebrity CEOs. The results extend the knowledge about how CEO characteristics influence information frictions in asset pricing during IPO.
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Wan Yang, Lu Zhang, Wei Wei, Michelle Yoo and Bobbie Rathjens
The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward…
Abstract
Purpose
The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.
Design/methodology/approach
A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.
Findings
Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.
Practical implications
This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.
Originality/value
While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.
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