Pub Date : 2022-12-29DOI: 10.1080/10496491.2022.2163035
Khwanjira Ponsree, Taksin Phongpaew, P. Naruetharadhol
Abstract Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers’ acceptance. However, youths’ behavioral intention toward digital payment usage in northeastern Thailand is unknown. We thus collected the data from 384 participants of Thai youths in the northeastern region. We discovered that performance expectancy, effort expectancy, and social influence expectancy positively influence youth’s behavioral intention. In addition, facilitating conditions and behavioral intention have a positive effect on youth’s use behavior. Furthermore, we found behavioral intention to be the strongest determinant in use behavior and that behavioral intention is the most influenced by performance expectancy. This result implies that more functional digital payment solutions lead to a robust intention to use by consumers. We anticipate that digital payment service providers will develop functional services and a user-friendly interface for the market. In a similar vein, we also expect businesses and entrepreneurs, as well as virtual or physical operations, to adopt digital payments and offer them to both existing and potential consumers.
{"title":"Study of Thai Youths in the Northeastern Region of Thailand on the Effectiveness of Digital Payment Behavior","authors":"Khwanjira Ponsree, Taksin Phongpaew, P. Naruetharadhol","doi":"10.1080/10496491.2022.2163035","DOIUrl":"https://doi.org/10.1080/10496491.2022.2163035","url":null,"abstract":"Abstract Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers’ acceptance. However, youths’ behavioral intention toward digital payment usage in northeastern Thailand is unknown. We thus collected the data from 384 participants of Thai youths in the northeastern region. We discovered that performance expectancy, effort expectancy, and social influence expectancy positively influence youth’s behavioral intention. In addition, facilitating conditions and behavioral intention have a positive effect on youth’s use behavior. Furthermore, we found behavioral intention to be the strongest determinant in use behavior and that behavioral intention is the most influenced by performance expectancy. This result implies that more functional digital payment solutions lead to a robust intention to use by consumers. We anticipate that digital payment service providers will develop functional services and a user-friendly interface for the market. In a similar vein, we also expect businesses and entrepreneurs, as well as virtual or physical operations, to adopt digital payments and offer them to both existing and potential consumers.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"29 1","pages":"569 - 605"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45984102","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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