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1 – 10 of 122
Book part
Publication date: 21 May 2009

Erik J. Hunter, J. Henri Burgers and Per Davidsson

Despite an increase in businesses started by celebrities, we have limited understanding as to how celebrity entrepreneurs benefit new ventures. Drawing on a reputational capital…

Abstract

Despite an increase in businesses started by celebrities, we have limited understanding as to how celebrity entrepreneurs benefit new ventures. Drawing on a reputational capital perspective, we develop the notion of celebrity capital and show how it can be used to uniquely differentiate the venture and to overcome liabilities of newness. We discuss how celebrity capital can negatively influence the venture when negative information about the celebrity surfaces and in terms of limiting the scope of the venture. We discuss the different strategic implications of celebrity capital for ventures using celebrity entrepreneurs versus endorsers.

Details

Entrepreneurial Strategic Content
Type: Book
ISBN: 978-1-84855-422-1

Book part
Publication date: 19 February 2021

Inês Rios Marques, Beatriz Casais and Mark Anthony Camilleri

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer…

Abstract

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as it distinguishes between two types of online influencers. The researchers investigate the effects of celebrity endorsers’ and of micro influencers’ posts on a brand’s page on Instagram. They examine the number of followers, clicks, comments and likes that are generated following their influencer marketing. The results suggest that both influencers have generated varying levels and types of interactions. In sum, this exploratory study revealed that the chosen celebrity’s posts attracted more followers to the brand’s Instagram page, when compared to the micro influencer’s publications. However, the latter has garnered more clicks, comments and likes, thereby increasing the consumer-brand engagement through social media. In conclusion, this contribution identifies future research avenues relating to influencer marketing.

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Strategic Corporate Communication in the Digital Age
Type: Book
ISBN: 978-1-80071-264-5

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Book part
Publication date: 2 May 2015

Jennifer Edson Escalas and James R. Bettman

We explore how marketers can manage brand meaning through the use of celebrity endorsements. We theorize that consumers look to celebrity endorsements for brand symbolism, which…

Abstract

Purpose

We explore how marketers can manage brand meaning through the use of celebrity endorsements. We theorize that consumers look to celebrity endorsements for brand symbolism, which they appropriate to construct and communicate their self-concepts by forming self-brand connections (SBC).

Methodology

This research employs an experimental paradigm, with two empirical studies examining whether marketers can create meaning for their brands through the use of celebrity endorsements.

Findings

Study 1 finds that celebrity endorsement enhances SBC when consumers aspire to be like the celebrity, but harms them when consumers do not; furthermore, this effect is more pronounced when the brand image is congruent with the celebrity’s image. The effect is further moderated by the degree to which a brand communicates something about the user, with more symbolic brands having stronger effects than less symbolic brands. Study 2 finds that the effect of celebrity endorsement on SBC is augmented when consumers’ self-esteem is threatened. Consumers self-enhance by building connections to celebrities with favorable images or distancing themselves from those with unfavorable images.

Practical implications

These findings can help marketers’ decisions regarding when and whom to use as a celebrity endorsers by taking into account how consumers use meaning appropriated from celebrities when constructing the self.

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Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Abstract

Details

Gambling Advertising: Nature, Effects and Regulation
Type: Book
ISBN: 978-1-78769-923-6

Book part
Publication date: 29 December 2016

Sophie C. Boerman and Eva A. van Reijmersdal

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

Abstract

Purpose

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

Methodology/approach

We provide a qualitative literature review of 21 empirical studies.

Findings

Awareness of disclosures is rather low, but when consumers are aware of a disclosure, it successfully activates persuasion knowledge and can increase brand memory. The literature shows inconclusive findings with respect to the effects of disclosures on attention paid to sponsored content, critical processing, brand attitudes, and purchase intentions. In addition, the literature shows that modality of the disclosure has no significant effects, but the content of the disclosure, its timing, its duration, receivers’ moods, and their perceptions of the sponsored content or the endorser are important moderators.

Research implications

More research is needed on differences in effects of disclosures in different media and on disclosures of online sponsored content online (e.g., sponsored tweets and vlogs).

Practical implications

This chapter provides advertisers with insights on how disclosures affect the persuasiveness of sponsored content in several media.

Social implications

For legislators, explicit guidelines on how to create effective disclosures of sponsored content are provided. For example, to increase persuasion knowledge, disclosures should be portrayed for at least 3 seconds and if logos are used, they should be accompanied by texts explaining the logo.

Originality/value

This overview is a valuable starting point for future academic research in the domain of disclosure effects and provides insights for advertisers and legislators.

Details

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

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Book part
Publication date: 14 March 2024

Ângela Cunha and Beatriz Casais

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both…

Abstract

Digital influencers, besides being a personal branding phenomenon, constitute, nowadays, important partners for brands in the digital environment. Despite the benefits for both parties, the brand and the endorser, there is a risk when the individuals or the brand take part in some scandal or questionable activity, which causes a loss of credibility and reputation. The contagious effect of personal or corporate brand crisis with the partners is well reported in the literature. However, there are no studies about such occurrence in the digital environment, considering that the phenomenon of digital influence has some particularities differing from traditional celebrity endorsement. This chapter focuses on the research of the consequences of a change in the credibility of influencers or brands, after the occurrence of a negative situation, and the way in which this change affects the two parties involved, the brand and the influencer. We conducted a netnographic study of the social media pages of three digital influencers and the social media pages of a recognized fast fashion brand recognized in the digital world. We analyzed 1500 social media comments from their audiences and found that influencers suffer from a loss in sympathy and credibility by scandals while crisis communication strategies in corporate brands can prevent such damages. Strategic implications for brand managers and digital influencers managing their endorsements are addressed in the discussion.

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The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

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The Emerald Handbook of Computer-Mediated Communication and Social Media
Type: Book
ISBN: 978-1-80071-598-1

Book part
Publication date: 4 April 2016

Ta-Chen Wang

This paper examines the effect of bank expansion on credit access and terms of credit in early America. The bank records from Plymouth Bank, Massachusetts and the Census records…

Abstract

This paper examines the effect of bank expansion on credit access and terms of credit in early America. The bank records from Plymouth Bank, Massachusetts and the Census records provide detailed information on borrowers, endorser, types and terms of loans, and borrower characteristics. The results show that the introduction of new banks did broaden credit access. However, after competition was introduced, the Bank focused more on short-term bills of exchange. In other words, the Bank shifted its emphasis from long-term accommodation paper to short-term bills of exchange.

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Research in Economic History
Type: Book
ISBN: 978-1-78635-276-7

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Abstract

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Strategic Marketing Management in Asia
Type: Book
ISBN: 978-1-78635-745-8

Book part
Publication date: 21 December 2013

Danwill D. Schwender

Purpose – This chapter explores the use of music and celebrity endorsements in political campaigns of the United States. It focuses on two aspects: (1) the…

Abstract

Purpose – This chapter explores the use of music and celebrity endorsements in political campaigns of the United States. It focuses on two aspects: (1) the legality of a political campaign’s use of music at rallies and in advertisements without authorization from the owner of the musical work and (2) a review of the literature on the potential effect of the use of music in political campaigns on voter behavior.

Design/methodology/approach – A brief history of the use of music in political campaigns precedes an examination of the expansion of copyright law protection for music and the legal claims musicians may raise against the unauthorized use of music by political campaigns. The chapter then reviews the potential effect of political campaigns’ use of music and celebrity endorsements on voter behavior.

Findings – A musician’s primary legal protection falls under copyright law, but the courts disagree on whether the unauthorized use of music at political rallies and in political campaign advertisements results in copyright infringement. Social research suggests music and celebrity endorsements affect voter behavior with a likely greater effect on first-time voters.

Originality/value of chapter – This chapter introduces the complicated application of copyright law to the unauthorized use of musical works by political campaigns. Additionally, it notes the limited research on the effect of music and celebrity endorsements on voter behavior even as political campaigns increasingly target niche demographics with specific music selections to motivate voters to vote.

Details

Music and Law
Type: Book
ISBN: 978-1-78350-036-9

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