Purpose
With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the ...widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context.
Design/methodology/approach
This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias.
Findings
The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance.
Originality/value
This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.
Purpose: Celebrity endorsement is a marketing strategy firms have embraced to survive and fortify their market competitiveness. This study examined how celebrity expertise and congruence affect ...consumer purchase intentions in Nigerian telecommunications companies.
Theoretical framework: The theory of planned behaviour describes all behaviour of individuals who possess the power to exercise self-restraint. The predictors of purchase intentions as submitted by this theory comprised attitudes; behavioural intention; subjective norms; and perceived behavioural control.
Method: It adopted a survey research design. A proportionate stratified random sampling technique was employed in the research while a questionnaire was used to gather participant data. The instrument was validated while the reliability tests ranged between 0.654 and 0.795. A Partial Least Square (PLS) modelling was adopted to analyse data collected from the respondents.
Findings: The findings showed that celebrity expertise and celebrity congruence all have a significant positive effect on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria.
Research Implication: The managerial implication is that it will enhance inter-enterprise collaborations among telecommunications companies by working together with their ideas and skills to accomplish a desired task that is innovative in nature for the benefit of the companies.
Originality/Value: This study is the first of its kind to deal with celebrity expertise and celebrity congruence on consumers’ intention to purchase in the Nigerian mobile telecommunication operators in Lagos State, Nigeria.
At the heart of fame is the tricky business of image management. Over the last 115 years, the celebrity autobiography has emerged as a popular and useful tool for that project. In Limelight, Katja ...Lee examines the memoirs of famous Canadian women like L. M. Montgomery, Nellie McClung, the Dionne Quintuplets, Margaret Trudeau, and Shania Twain to trace the rise of celebrity autobiography in Canada and the role gender has played in the rise to fame and in writing about that experience. Arguing that the celebrity autobiography is always negotiating historically specific conditions, Lee charts a history of celebrity in English Canada and the conditions that shape the way women access and experience fame. These contexts shed light on the stories women tell about their lives and the public images they cultivate in their autobiographies. As strategies of self-representation change and the pressure to represent the private life escalates, the celebrity autobiography undergoes distinct shifts--in form, function, and content--during the period examined in this study. Limelight: Canadian Women and the Rise of Celebrity Autobiography is the first book to explore the history and development of the celebrity autobiography and offers compelling evidence of the critical role of gender and nation in the way fame is experienced and represented.
Purpose
This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories ...in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.
Design/methodology/approach
By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.
Findings
Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.
Originality/value
This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.
The study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom ...and Turkiye. The survey was completed by 626 respondents and the data were analyzed using structural equation modeling. The findings show that celebrity attachment positively influences actual self‐congruence, ideal self‐congruence, brand quality, and brand attachment. Brand attachment mediates the effect of celebrity attachment on brand loyalty. Furthermore, the effectiveness of the celebrity endorsement process differs between British and Turkish consumers. Our research complements the meaning transfer model as it confirms that the celebrity endorsement process is influenced by two attachment objects: celebrities and brands. A follow‐up study with text mining analysis of the consumer comments about the product reviews posted by social media influencers (SMIs) supported the validity of the celebrity endorsement model. Practitioners should consider the consumer's emotional and cognitive bonding with celebrities, and brands to enhance the effectiveness of the celebrity endorsement process. The more consumers are attached to celebrities (or SMIs) and brands, the more loyal they become to the latter.
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BFBNIB, FZAB, GIS, IJS, KILJ, NLZOH, NUK, OILJ, SAZU, SBCE, SBMB, UL, UM, UPUK
This article examines the unlikely ways that media celebrity enabled priests and nuns in Ireland to make gay and lesbian identities visible. Despite the fact that sex among men was criminalised in ...Ireland until 1993, Catholic priests and nuns during the 1970s, 1980s, and 1990s used their mass media celebrity to make same-sex desire and LGBTQIA+ identities visible in popular media, especially through the public service broadcaster RTÉ. The article examines three case studies in which priests and nuns 'queered the pulpit,' harnessing their public personas to affirm LGBTQIA+ identities across various Irish media platforms in ways that were surprisingly tolerant, given Catholic orthodoxy. The article speaks to the paucity of research regarding religious personalities as celebrities. The omission of religious figures from the celebrity studies literature is noteworthy, particularly in the Irish context, where broadcast media has been a potent site for cultivating clergy celebrity. The article's focus on religious celebrities who gave voice to LGBTQIA+ lives and concerns in the Irish context also reframes the traditional narrative of the relationship between media and Catholic clergy, which has often been characterised solely in terms of scandal.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
We estimate the stock market effects of the Tiger Woods scandal on his sponsors and sponsors' competitors. In the 10-15 trading days after the onset of the scandal, the full portfolio of sponsors ...lost more than 2% of market value, with losses concentrated among the core three sponsors: Electronic Arts, Nike, and PepsiCo (Gatorade). Sponsors' day-by-day losses correlate strongly with Google search intensity regarding the endorsement-related impact of the scandal, as well as with qualitative indicators of "endorsement-related news." At least some sponsors' losses were competitors' gains, suggesting that endorsement deals are partially a business-stealing strategy. However, competitors who were themselves celebrity endorsement intensive fared relatively worse than those who were not endorsement intensive, and that difference also correlates day by day with news/search intensity regarding the scandal. It appears that the scandal sent a negative marketwide signal about the reputation risk associated with celebrity endorsements.
This paper was accepted by Pradeep Chintagunta, marketing.
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BFBNIB, CEKLJ, IZUM, KILJ, NMLJ, NUK, PILJ, PNG, SAZU, UL, UM, UPUK
Celebrity credibility constitutes a significant portion of the celebrity brand endorsement literature. While this field of research is mature with a rich history of 45 years, it lacks a bibliometric ...analysis that traces its evolution. We address this gap by conducting a structured and bibliometric review of the literature. Through this hybrid review, we highlight the most cited articles, authors, journals, theories, methodologies, and sub-research themes in this body of knowledge. Our findings demonstrate that this research area is inter-disciplinary and significantly influences research within and beyond the business context. We identify a shift in credibility literature towards the digital media context. Further, this review indicates that a comprehensive sub-discipline of celebrity endorsement underlies the evolved literature of brand communication. Finally, we present an antecedent-consequence framework of source credibility. We conclude with theoretical contributions, managerial implications, and future research propositions using the Theory, Method, and Context (TMC) framework.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This study explores how the value of sponsored Instagram advertisements (ads) can enhance consumer ad-related involvement (cognitive and affective) and flow experience, which consequently impacts ...product purchase intention. To comprehend this issue, we propose a framework that combines the extended Ducoffe's web advertising value model and the Stimulus-Organism-Response (S-O-R) model. We conceptualize S - stimuli - as perceived advertising value of sponsored Instagram ads; O - organism - as consumer ad-related involvements, comprising cognitive, affective, and flow experiences; and R - response state - as purchase intention. Based on an online survey, data was collected from 337 Malaysian Instagram users. The findings indicate that sponsored Instagram ad-related entertainment, informativeness, credibility, incentives, and celebrity endorsement, are conducive to raising the effectiveness of ad-stimuli, which in turn, enhance consumers' cognitive and affective ad involvement and flow, to influence purchase behavior. The research offers empirical evidence to support the S-O-R framework and helps to expand the scope of sponsored advertising value research and its effect on consumers' purchase intention. Furthermore, it benefits marketers and advertisers in promoting effective advertising campaigns using sponsored Instagram advertising. It also provides a platform where marketers can design ads that can help them to reach their marketing goals.
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BFBNIB, NUK, PILJ, SAZU, UL, UM, UPUK
The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as ...celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media landscape. Extending previous work on celebrity capital and influencer advertising, this study conceptualizes a process which we term influencer celebrification. Influencer celebrification is the process by which SMIs acquire celebrity capital within an interconnected advertising ecosystem. Empirical findings identify three types of practices in the influencer celebrification process: generative practices; collaborative practices; and evaluative practices. This study identifies the role of advertising practitioners in the influencer celebrification process and offers implications for advertising theory and practice.
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BFBNIB, IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
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