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Article
Publication date: 3 January 2024

Xiang Chen, Shuojia Guo and Shuhua Han

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…

Abstract

Purpose

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Design/methodology/approach

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

Findings

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

Originality/value

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 5 December 2023

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.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Book part
Publication date: 11 June 2009

N. Eugene Walls

Purpose – This study examines the relationship between endorsement of positive stereotypes of women and support for women's rights to shed light on the role that endorsement of…

Abstract

Purpose – This study examines the relationship between endorsement of positive stereotypes of women and support for women's rights to shed light on the role that endorsement of positive stereotypes may play in maintaining social stratification.

Design/methodology/approach – The study uses data collected from a web-based survey of 181 male undergraduate students in six different universities and colleges to examine the relationship between the endorsement of positive stereotypes of women and support for women's rights. The paper examines four ordinary least squares (OLS) regression models to determine the relationship and utilizes the statistical software Stata 9.2.

Findings – Rather than a simple direct relationship, the findings suggest that the relationship between the endorsement of positive stereotypes and support for women's rights varies based on the level of hostile sexism. Increased endorsement of positive stereotypes of women was associated with decreased support for women's rights among males with the lowest level of hostile sexism, but the opposite relationship was found for males at the mean and the highest level of hostile sexism.

Research limitations/implications – The findings suggest that endorsement of positive stereotypes plays a unique role for males who do not endorse traditional sexist attitudes. Although data are not available to clarify what processes might be undergirding the relationship, the author suggests directions for future research.

Practical implications – Given the relationship found, prejudice reduction interventions that rely on the promotion of positive stereotypes of various social groups should be closely examined to determine if they actually foster attitudes that are detrimental for the eradication of social stratification.

Originality/value – This study is one of the first to examine the possible negative impacts of endorsement of positive stereotypes of women on gender stratification through a moderated relationship with levels of hostile sexism.

Details

Perceiving Gender Locally, Globally, and Intersectionally
Type: Book
ISBN: 978-1-84855-753-6

Book part
Publication date: 29 December 2016

Stefan F. Bernritter, Peeter W. J. Verlegh and Edith G. Smit

This chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and…

Abstract

Purpose

This chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an overview of the drivers and consequences of this phenomenon. Third, it answers the question whether and when the broadly adopted marketing strategy of consumers’ online brand endorsements is feasible.

Approach

To accomplish these goals, we conducted a general review of the literature.

Findings

We identified three different drivers of consumers’ online brand endorsements: Identity-related drivers, brand-related drivers, and community-related drivers. Based on the literature we suggest that from the perspective of the endorsing consumer, online brand endorsements have the potential to be a two-sided sword.

The greater potential of this marketing technique appears to rely on the fact that consumers’ online brand endorsements are broadcasted to a gigantic network of other consumers and their potential to be contagious.

Originality/value

Consumers’ online brand endorsements are a new phenomenon and therefore quite understudied. Still, many brands have social media marketing strategies that aim to acquire huge amounts of endorsements by their consumers. This chapter contributes to our knowledge about the underlying mechanisms of consumers’ online brand endorsements. Moreover, it shows how and when consumers’ online brand endorsements can be a feasible marketing strategy.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Book part
Publication date: 14 December 2017

Sheera Joy Olasky and David F. Greenberg

We identify methodological weaknesses in a paper by Skocpol, Abend-Wein, Howard, and Lehmann (1993) on the origins of mothers’ pensions in the American states in the early…

Abstract

We identify methodological weaknesses in a paper by Skocpol, Abend-Wein, Howard, and Lehmann (1993) on the origins of mothers’ pensions in the American states in the early twentieth century. These include a sub-optimal and potentially biased strategy for assessing the impact of state characteristics on the time to adoption of pensions, as well as the use of a backward stepwise regression procedure for selecting independent variables. To determine whether Skocpol et al.’s conclusions remain valid, we recreated most of their dataset and used methods that are more appropriate for the analysis of duration data, including the Cox and complementary cloglog event history procedures. While we find support for several of their claims, our findings allow for a more straightforward interpretation of the role of explanatory variables, and the temporal dependence of the adoption process.

Details

On the Cross Road of Polity, Political Elites and Mobilization
Type: Book
ISBN: 978-1-78635-480-8

Keywords

Article
Publication date: 5 September 2023

Tingxi Wang, Yue Xu and Jie Li

The final effectiveness of employee voice largely depends on voice endorsement. This study aims to review, assess, analyze and synthesize the emerging literature on voice…

Abstract

Purpose

The final effectiveness of employee voice largely depends on voice endorsement. This study aims to review, assess, analyze and synthesize the emerging literature on voice endorsement by focusing on its antecedents to promote future research from a comprehensive perspective.

Design/methodology/approach

Based on an integrative review of the literature, the authors conducted a content analysis of 53 peer-reviewed journal articles.

Findings

Building on the Shannon–Weaver communication model, this paper summarizes that factors influencing voice endorsement can be classified into five prominent aspects: voicer, voiced idea, contextual factors and noises, voice channel (medium) and voice receiver.

Practical implications

This research holds important implications for practice, providing practical guidelines for employees to speak up, for leaders to endorse voice and for organizations to maintain sustainable development by making full use of employee voice.

Originality/value

This review enriches voice endorsement research by introducing a communication framework to synthesize its antecedents and extends the application of the communication model in organization research. Additionally, the authors offer directions for future research.

Details

Chinese Management Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 1 August 2023

Peng Xie, Hongwei Du, Jiming Wu and Ting Chen

In prior literature, online endorsement system allowing the users to “like” or “dislike” shared information is found very useful in information filtering and trust elicitation in…

1008

Abstract

Purpose

In prior literature, online endorsement system allowing the users to “like” or “dislike” shared information is found very useful in information filtering and trust elicitation in most social networks. This paper shows that such systems could fail in the context of investment communities due to several psychological biases.

Design/methodology/approach

This study develops a series of regression analyses to model the “like”/“dislike” voting process and whether or not such endorsement distinguishes between valuable information and noise. Trading simulations are also used to validate the practical implications of the findings.

Findings

The main findings of this research are twofold: (1) in the context of investment communities, online endorsement system fails to signify value-relevant information and (2) bullish information and “wisdom over the past event” information receive more “likes” and fewer “dislikes” on average, but they underperform in stock market price discovery.

Originality/value

This study demonstrates that biased endorsement may lead to the failure of the online endorsement system as information gatekeeper in investment communities. Two underlying mechanisms are proposed and tested. This study opens up new research opportunities to investigate the causes of biased endorsement in online environment and motivates the development of alternative information filtering systems.

Article
Publication date: 8 May 2023

Kyoungmin Lee, Jiayu Zhou and Chulmo Koo

In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This…

Abstract

Purpose

In view of the influences of online videos on the cultural tourism industry, this study aims to explore the mechanisms triggered by watching online video behaviors of fans. This study examines how fans who have watched celebrities’ online videos become tourists who attend concerts held at destinations based on celebrity and destination endorsements.

Design/methodology/approach

This study builds for celebrity and destination endorsements on online videos by combining media richness and source model theory. This research adopts partial least squares structural equation modeling to analyze the mechanism triggered by online media.

Findings

Watching online media influences celebrity and destination endorsements, which, in turn, affects the concert experience and intention to return to the destination. Results reveal less intertwined relationships between celebrity and destination endorsements and the complex mechanisms between the two endorsements.

Originality/value

With the rise in popularity of online media, online content has become a major source of information in the tourism industry and a means of enjoying travel seamlessly. This study highlights not only the role of “watching online videos” as one of the richest media but also the role of live concerts in cultural tourism for understanding complex cultural tourism.

目的

为了探讨在线视频对文化旅游业的影响, 本研究探讨了观看在线视频所触发旅游行为的机制。本研究考察了在名人和景区的宣传下, 观看名人在线视频的粉丝如何成为参加目的地举办的演唱会的旅游者。

设计/方法/途径

基于媒体丰富度和来源模型理论, 本研究调查了名人与景区的宣传视频。本研究采用partial least squares(PLS)结构方程建模来分析在线媒体所引发的机制。

研究发现

观看在线媒体影响了名人和目的地宣传效应, 进而影响了演唱会的体验和到访目的地的意愿。研究结果揭示了名人和目的地宣传之间的关系并不紧密, 这两种宣传之间存在着复杂的机制。

原创性/价值

随着在线媒体的普及, 在线内容已成为旅游业中信息的主要来源和享受旅游的手段。本研究不仅突出了“观看在线视频”作为最丰富的媒体之一的作用, 也突出了演唱会在文化旅游中的功能, 以更全面地理解复杂的文化旅游。

Article
Publication date: 20 March 2023

Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-González

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known…

1654

Abstract

Purpose

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.

Design/methodology/approach

Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).

Findings

Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.

Originality/value

This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.

Details

International Journal of Wine Business Research, vol. 35 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 15 December 2022

Nan Jiang, Kok Wei Khong, Jen Ling Gan, Jason James Turner, ShaSha Teng and Jesrina Ann Xavier

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star…

Abstract

Purpose

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.

Design/methodology/approach

A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.

Findings

The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.

Originality/value

This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

Keywords

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