Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163034
P. Kapoor, Abhinav Tagore, Sahil Dua
Abstract Increasing pro-sustainability concerns have motivated clothing and fashion brands to adopt sustainability-focused business practices and offer a sustainable product range. The influence of sponsored versus non-sponsored social media influencer (SMI) posts in promoting sustainable fashion brands was investigated in this study. Further, the moderation of the benefit association (self vs. other-oriented) of the SMI-generated sustainable fashion brand-related post was investigated in this research. Three studies were conducted. Study 1 was an exploratory social media field study, and Studies 2 and 3 were experimental. It was revealed in the results that non-sponsored SMI posts were more persuasive, leading to higher message authenticity and behavior intention. Additionally, a significant interaction effect of sponsorship status and benefit association on customer outcomes was found. The benefit association was other-oriented, leading to higher message authenticity and behavioral intention in sponsored posts. Valuable insights for sustainable fashion brands engaging in SMIs were offered by the findings. Authenticity may be stimulated by SMI posts containing other-oriented benefit associations, persuading the intention to purchase.
{"title":"Social Media Influencer Promoted Sustainable Fashion: Effects of Sponsorship and Benefit Association","authors":"P. Kapoor, Abhinav Tagore, Sahil Dua","doi":"10.1080/10496491.2022.2163034","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163034","url":null,"abstract":"Abstract Increasing pro-sustainability concerns have motivated clothing and fashion brands to adopt sustainability-focused business practices and offer a sustainable product range. The influence of sponsored versus non-sponsored social media influencer (SMI) posts in promoting sustainable fashion brands was investigated in this study. Further, the moderation of the benefit association (self vs. other-oriented) of the SMI-generated sustainable fashion brand-related post was investigated in this research. Three studies were conducted. Study 1 was an exploratory social media field study, and Studies 2 and 3 were experimental. It was revealed in the results that non-sponsored SMI posts were more persuasive, leading to higher message authenticity and behavior intention. Additionally, a significant interaction effect of sponsorship status and benefit association on customer outcomes was found. The benefit association was other-oriented, leading to higher message authenticity and behavioral intention in sponsored posts. Valuable insights for sustainable fashion brands engaging in SMIs were offered by the findings. Authenticity may be stimulated by SMI posts containing other-oriented benefit associations, persuading the intention to purchase.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"461 - 490"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44935764","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163037
Fei Fan, Kara Chan
Abstract Celebrity endorsement is a commonly used advertising strategy in China. The entertainment and sports industries frequently employ celebrities to do promotions. The development of new media has led to the emergence of self-made micro-celebrities, termed ‘online influencers’. However, most studies analyze the advertising persuasiveness of either celebrities or online influencers separately. Only a limited number of studies compare celebrity endorsement from the perspective of both celebrities and online influencers, and none of them analyze advertising persuasiveness from a relational approach. A cross-sectional survey was conducted with 435 respondents in China. Results indicated that respondents’ perception of celebrities was more positive than online influencers. Furthermore, the motivation driving the relationship was different between celebrity endorsers and online influencers. Insights for strategic marketing engagement were drawn from the results.
{"title":"From a Relational Approach: The Persuasiveness of Advertisements Endorsed by Celebrities and Online Influencers","authors":"Fei Fan, Kara Chan","doi":"10.1080/10496491.2022.2163037","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163037","url":null,"abstract":"Abstract Celebrity endorsement is a commonly used advertising strategy in China. The entertainment and sports industries frequently employ celebrities to do promotions. The development of new media has led to the emergence of self-made micro-celebrities, termed ‘online influencers’. However, most studies analyze the advertising persuasiveness of either celebrities or online influencers separately. Only a limited number of studies compare celebrity endorsement from the perspective of both celebrities and online influencers, and none of them analyze advertising persuasiveness from a relational approach. A cross-sectional survey was conducted with 435 respondents in China. Results indicated that respondents’ perception of celebrities was more positive than online influencers. Furthermore, the motivation driving the relationship was different between celebrity endorsers and online influencers. Insights for strategic marketing engagement were drawn from the results.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"735 - 757"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48749421","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163041
Jeongwon Yang, Ploypin Chuenterawong, Heejae Lee, T. Chock
Abstract In recent years, a new form of influencer marketing, led by virtual ambassadors has appeared. Motivated by virtual influencers’ (VI) potentials as corporate social responsibility (CSR) messengers, the study (1) compared the persuasive power of VIs with different humanness; and (2) examined how humanness and endorser-CSR fit interplay in affecting source credibility via drawing upon the expectancy violation theory. An online experiment with a two (type of VI: humanlike vs. cartoonlike) × two (endorser-CSR fit: high vs. low) between-subjects design has been conducted via prolific (N = 202). As a result, there was no interaction effect between fit and type of endorser. Further, VIs with higher humanness predicted higher trustworthiness, expertise, and attractiveness. Lastly, higher expertise and trustworthiness elicited higher CSR engagement intention. Attractiveness and trustworthiness positively affected brand attitude, as trustworthiness was found to be the strongest predictor and the only mediator to affect both CSR engagement and brand attitude. Delving into what enhances VIs’ persuasiveness and how the subsequent effects influence consumers’ attitudes about the endorsed message reveals the social media marketing potential of VIs to serve as effective communicators between consumers and brands.
{"title":"Anthropomorphism in CSR Endorsement: A Comparative Study on Humanlike vs. Cartoonlike Virtual Influencers’ Climate Change Messaging","authors":"Jeongwon Yang, Ploypin Chuenterawong, Heejae Lee, T. Chock","doi":"10.1080/10496491.2022.2163041","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163041","url":null,"abstract":"Abstract In recent years, a new form of influencer marketing, led by virtual ambassadors has appeared. Motivated by virtual influencers’ (VI) potentials as corporate social responsibility (CSR) messengers, the study (1) compared the persuasive power of VIs with different humanness; and (2) examined how humanness and endorser-CSR fit interplay in affecting source credibility via drawing upon the expectancy violation theory. An online experiment with a two (type of VI: humanlike vs. cartoonlike) × two (endorser-CSR fit: high vs. low) between-subjects design has been conducted via prolific (N = 202). As a result, there was no interaction effect between fit and type of endorser. Further, VIs with higher humanness predicted higher trustworthiness, expertise, and attractiveness. Lastly, higher expertise and trustworthiness elicited higher CSR engagement intention. Attractiveness and trustworthiness positively affected brand attitude, as trustworthiness was found to be the strongest predictor and the only mediator to affect both CSR engagement and brand attitude. Delving into what enhances VIs’ persuasiveness and how the subsequent effects influence consumers’ attitudes about the endorsed message reveals the social media marketing potential of VIs to serve as effective communicators between consumers and brands.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"705 - 734"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41559907","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163039
Louvins Pierre, Anne Oeldorf-Hirsch, Yukyung Yang
Abstract Limited research exists on how media format and disclosure influence knowledge about and attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 (text only, text plus image, or video) X 2 (disclosure present or absent) between-subjects design to test how media format, disclosure, and ad recognition influence attitudes and behavioral intentions. Study 1 (N = 322) showed that richer media help to reduce situational persuasion knowledge; while Study 2 (N = 174) revealed ad recognition exerts a negative effect on manipulativeness. Moreover, both studies show skepticism, intrusiveness, and manipulativeness negatively predict attitudes. By implication, we conclude that situational persuasion knowledge should be aimed to be minimized by marketers through native ad design and that rich media with disclosure may help advertising effectiveness.
{"title":"Exploring the Effects of Media Format and Disclosure of Native Twitter Ads on Consumer Evaluations and Decision-Making","authors":"Louvins Pierre, Anne Oeldorf-Hirsch, Yukyung Yang","doi":"10.1080/10496491.2022.2163039","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163039","url":null,"abstract":"Abstract Limited research exists on how media format and disclosure influence knowledge about and attitude toward, native ads on Twitter. In response, two experiments were conducted with a 3 (text only, text plus image, or video) X 2 (disclosure present or absent) between-subjects design to test how media format, disclosure, and ad recognition influence attitudes and behavioral intentions. Study 1 (N = 322) showed that richer media help to reduce situational persuasion knowledge; while Study 2 (N = 174) revealed ad recognition exerts a negative effect on manipulativeness. Moreover, both studies show skepticism, intrusiveness, and manipulativeness negatively predict attitudes. By implication, we conclude that situational persuasion knowledge should be aimed to be minimized by marketers through native ad design and that rich media with disclosure may help advertising effectiveness.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"607 - 643"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44018860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163033
Sunil Hazari, Beheruz N. Sethna
Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.
{"title":"A Comparison of Lifestyle Marketing and Brand Influencer Advertising for Generation Z Instagram Users","authors":"Sunil Hazari, Beheruz N. Sethna","doi":"10.1080/10496491.2022.2163033","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163033","url":null,"abstract":"Abstract Instagram has become a popular platform for consumers and marketers. Using the stimulus-organism-response theory, this study compared lifestyle and brand influencer types of Instagram advertisements to determine the impact on attention, attitude, and purchase intention for Gen Z Instagram users. The moderating role of gender and personality was also considered. Using MANOVA & Regression analysis, we found that males and extroverts had higher attention and attitude toward advertisements. No gender differences were found for brand influencer advertisements. The case for segmentation by personality over gender was more compelling. The findings of this study can help develop effective Instagram marketing campaigns.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"491 - 534"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48605546","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163031
Fanjue Liu
Abstract COVID-19 has fundamentally changed the way people connect, collaborate, and socialize. With the ongoing pandemic amplifying people’s feelings of loneliness, voice assistants are growing as a pandemic-era staple of supporting people’s well-being and mitigating feelings of disconnectedness. Combining the uses and gratification approach and theory of anthropomorphism, this study examined social attraction and social presence as drivers for people to anthropomorphize voice assistants during the COVID-19 pandemic. Further, this study investigated whether loneliness, social disconnection, and attachment can moderate the effect of social attraction and social presence on the anthropomorphism of voice assistants. Drawing on survey data from 458 US voice assistant users, the results indicated that social attraction and social presence positively affect peoples’ anthropomorphism toward voice assistants. Moreover, the moderating effects of loneliness and social disconnection were examined and found positive impacts on the effect of social presence on anthropomorphism. The findings have implications for theorizing the anthropomorphism of digital media when face-to-face communication is less available. This study is also helpful for voice assistants’ developers and brands to design these smart devices appealing to customers and fostering a more customized and more robust user-technology interaction.
{"title":"Hanging Out with My Pandemic Pal: Contextualizing Motivations of Anthropomorphizing Voice Assistants during COVID-19","authors":"Fanjue Liu","doi":"10.1080/10496491.2022.2163031","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163031","url":null,"abstract":"Abstract COVID-19 has fundamentally changed the way people connect, collaborate, and socialize. With the ongoing pandemic amplifying people’s feelings of loneliness, voice assistants are growing as a pandemic-era staple of supporting people’s well-being and mitigating feelings of disconnectedness. Combining the uses and gratification approach and theory of anthropomorphism, this study examined social attraction and social presence as drivers for people to anthropomorphize voice assistants during the COVID-19 pandemic. Further, this study investigated whether loneliness, social disconnection, and attachment can moderate the effect of social attraction and social presence on the anthropomorphism of voice assistants. Drawing on survey data from 458 US voice assistant users, the results indicated that social attraction and social presence positively affect peoples’ anthropomorphism toward voice assistants. Moreover, the moderating effects of loneliness and social disconnection were examined and found positive impacts on the effect of social presence on anthropomorphism. The findings have implications for theorizing the anthropomorphism of digital media when face-to-face communication is less available. This study is also helpful for voice assistants’ developers and brands to design these smart devices appealing to customers and fostering a more customized and more robust user-technology interaction.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"676 - 704"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47072619","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-28DOI: 10.1080/10496491.2022.2143982
É. Robinot, H. Boeck, Léo Trespeuch
Abstract With the evolution of the internet and social media, consumer brand participation is no longer limited to purchasing. Consumers and celebrities now create, publish and share branded photos and messages, which raises some important questions. What impact does the source of the message have on brand evaluation? What effect do these new forms of consumer participation have on brand evaluation? The purpose of this article is to compare the effect of “celebrity generated ads” to “consumer generated ads” on viewer participation. This article includes three separate but intertwined studies. Results from a netnography and an experimentation served as a baseline for the construction of a research model, which was then validated by a sample of 417 internet users using a structural equation model. Results of the two first studies emphasize the relationship between the attractiveness author and the viewer’s evaluation of the advertisement. Respondents rated an author more favorably when it was a celebrity in comparison to when it came from an unknown source. The third study confirms the influence of the author on the advertising’s virality. Our study demonstrates that author attractiveness with celebrity generated ads plays a bigger role on advertising efficiency than homophily. Despite the rapid increase and attention given to consumer generated ads, the use of celebrities in advertising remains relevant.
{"title":"Consumer Generated Ads versus Celebrity Generated Ads: Which Is the Best Method to Promote a Brand on Social Media?","authors":"É. Robinot, H. Boeck, Léo Trespeuch","doi":"10.1080/10496491.2022.2143982","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143982","url":null,"abstract":"Abstract With the evolution of the internet and social media, consumer brand participation is no longer limited to purchasing. Consumers and celebrities now create, publish and share branded photos and messages, which raises some important questions. What impact does the source of the message have on brand evaluation? What effect do these new forms of consumer participation have on brand evaluation? The purpose of this article is to compare the effect of “celebrity generated ads” to “consumer generated ads” on viewer participation. This article includes three separate but intertwined studies. Results from a netnography and an experimentation served as a baseline for the construction of a research model, which was then validated by a sample of 417 internet users using a structural equation model. Results of the two first studies emphasize the relationship between the attractiveness author and the viewer’s evaluation of the advertisement. Respondents rated an author more favorably when it was a celebrity in comparison to when it came from an unknown source. The third study confirms the influence of the author on the advertising’s virality. Our study demonstrates that author attractiveness with celebrity generated ads plays a bigger role on advertising efficiency than homophily. Despite the rapid increase and attention given to consumer generated ads, the use of celebrities in advertising remains relevant.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"157 - 181"},"PeriodicalIF":0.0,"publicationDate":"2022-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45126869","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-15DOI: 10.1080/10496491.2022.2143993
M. Aslam, Syed Hussain Mustafa Gillani, M. Usman, Fiza Amjad, S. Baig
Abstract Internal branding is becoming important in both academic and professional circles. Even though internal branding is a relatively new phenomenon, but little attention has been paid to its organizational antecedents and repercussions. The purpose of this study was to explore the impact of Internal Brand Management (IBM) and Perceived Ethical Branding (PEB) on Brand Performance (BP) through Employee Brand-Building Behavior (EBBB) in the textile sector of Pakistan. A convenient sampling methodology was used for data collection; Primary data was collected through a survey questionnaire. A cross-sectional survey was used to collect data from 230 frontline employees working in Fashion brand outlets. The results found that Internal Brand Management, Perceived Brand Ethicality, and Employee Brand-Building Behavior significantly influence Brand Performance. Employee Brand-Building Behavior significantly influences Brand Performance and mediate the relationship between Internal Brand Management and Brand Performance. Perceived Brand Ethicality significantly moderate the relationship between Internal Brand Management and Employee Brand-Building Behavior. The findings have practical consequences for textile managers, who can use IBM for planning purposes, to design effective strategies for Internal Brand Management.
{"title":"Impact of Internal Brand Management on Brand Performance: An Empirical Investigation of Fashion Brand","authors":"M. Aslam, Syed Hussain Mustafa Gillani, M. Usman, Fiza Amjad, S. Baig","doi":"10.1080/10496491.2022.2143993","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143993","url":null,"abstract":"Abstract Internal branding is becoming important in both academic and professional circles. Even though internal branding is a relatively new phenomenon, but little attention has been paid to its organizational antecedents and repercussions. The purpose of this study was to explore the impact of Internal Brand Management (IBM) and Perceived Ethical Branding (PEB) on Brand Performance (BP) through Employee Brand-Building Behavior (EBBB) in the textile sector of Pakistan. A convenient sampling methodology was used for data collection; Primary data was collected through a survey questionnaire. A cross-sectional survey was used to collect data from 230 frontline employees working in Fashion brand outlets. The results found that Internal Brand Management, Perceived Brand Ethicality, and Employee Brand-Building Behavior significantly influence Brand Performance. Employee Brand-Building Behavior significantly influences Brand Performance and mediate the relationship between Internal Brand Management and Brand Performance. Perceived Brand Ethicality significantly moderate the relationship between Internal Brand Management and Employee Brand-Building Behavior. The findings have practical consequences for textile managers, who can use IBM for planning purposes, to design effective strategies for Internal Brand Management.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"405 - 426"},"PeriodicalIF":0.0,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46089649","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-20DOI: 10.1080/10496491.2022.2143994
Xiaofan Yue, N. Abdullah, M. Ali, R. Yusof
Abstract Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement.
{"title":"The Impact of Celebrity Endorsement on Followers’ Impulse Purchasing","authors":"Xiaofan Yue, N. Abdullah, M. Ali, R. Yusof","doi":"10.1080/10496491.2022.2143994","DOIUrl":"https://doi.org/10.1080/10496491.2022.2143994","url":null,"abstract":"Abstract Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"338 - 358"},"PeriodicalIF":0.0,"publicationDate":"2022-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43313109","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-18DOI: 10.1080/10496491.2022.2148868
{"title":"Statement of Retraction: Attention-Grabbing Power of Branded vs. Unbranded Packaging","authors":"","doi":"10.1080/10496491.2022.2148868","DOIUrl":"https://doi.org/10.1080/10496491.2022.2148868","url":null,"abstract":"","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"12 8","pages":"155 - 155"},"PeriodicalIF":0.0,"publicationDate":"2022-11-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41270153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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