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Communication using celebrities in the non-profit sector: Determinants of its effectiveness
International Journal of Advertising
Abstract
Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy. Taking into account the significant lack of studies in this particular field, the current research presents a causal model with nine hypotheses, which analyse the sequence of relationships that cover from the background of celebrity credibility, to the determinants of the attitude towards adverts and the intention to collaborate. We surveyed 329 adults, who rated a fictitious ad with a celebrity without perceived experience in the non-profit area. As a result, it is observed that the celebrity's credibility depends on the fit perceived, the attribution of altruistic motivation, the celebrity image and the general attitude towards celebrity activism. Furthermore, it is found that a credible celebrity has a strong influence on the attitude towards the advert and, indirectly, on behavioural intentions.
... We adopted the conceptualization of spokescharacter relevance from the study of Garretson and Niedrich [21], where they considered relevance as the degree to which the spokescharacter and advertised product match each other, that is, the degree to which a spokescharacter is perceived to be appropriate to represent the promoted product. The concept of spokescharacter relevance is similar to what researchers have used in the nonprofit context to represent the matchup condition, for example., the perceived connection or fit between the spokesperson and the non-profit organization [69,70], as well as in a profit context, for example, as product-endorser congruence [63]. As Garretson and Niedrich [21] argued, it is the appearance of the spokescharacter that can lead to greater perceived relevance of the spokescharacter. ...
... Research shows that under the condition of high matchup between a spokesperson and the product, the spokesperson's credibility is high [19,71]. Further, in a non-commercial context, studies also show that higher perceived fit between the spokesperson and the advertised cause/non-profit organization leads to higher source credibility perceptions [69,70]. Similarly, the matchup condition has been shown to consistently and favorably impact consumers' brand attitudes and behavioral intentions [19,63,65,67,72]. ...
... The same experts were asked to select six different spokescharacters (two of each type) out of the list of twenty which they deemed suitable to promote recycling. Having multiple spokescharacters ensured sufficient variability in spokescharacter traits, which was needed to evaluate the different hypotheses in the model [69]. Based on their responses, the following spokescharacters were finally selected by the research team: Tony the Tiger and Coco the Monkey (animal type), Mr. Clean and Gnome (mythical type), Michelin Man and M&M Red (product personified type). ...
Effective communication strategies are vital to educating consumers about sustainable behaviors given that environmental problems such as climate change are a result of excessive human activities. This study examined the suitability of using anthropomorphic characters (i.e., spokescharacters) in environmental communication and investigated traits that make them persuasive communicators in promoting sustainable behaviors. Using the Source Credibility Model and Matchup Hypothesis as theoretical lenses, this study explored spokescharacter traits that can enhance their persuasiveness, particularly their ability to influence consumers’ recycling attitudes and behavioral intentions. An online questionnaire was administered to 314 U.S consumers recruited through Amazon’s MTurk platform. Research hypotheses were tested using Structural Equation Modelling. The results show that spokescharacter traits such as likability, expertise, and relevance positively influence spokescharacter trustworthiness, which in turn enhances the recycling attitudes and recycling intentions of consumers. Overall, the results suggest that spokescharacters can be effective communicators to promote sustainable behaviors like recycling. Theoretical and practical implications are offered, and future research directions are outlined.
... The present study utilizes attribution theory to understand the formation of the public's evaluations of athlete advocacy (Heider 1958;Kelley 1973;Malle 2011). Attribution theory explains how people make causal inferences about others' actions and has been applied in the context of celebrities' social activities (Park and Cho 2015;Garcia de los Salmones et al. 2013). This theory posits that people tend to consider the motivations underlying others' actions (Heider 1958). ...
... These attributions are based on the information related to communicators or circumstances (Kelley 1973). In the issue advocacy context, receivers attribute altruistic or egoistic motivations to advocacy efforts based on observations of communicators' actions (Ellen et al. 2000;Garcia de los Salmones et al. 2013;Park and Cho 2015). Researchers have reported that altruistic-motivated actions are perceived as favorable, whereas egoistic-motivated efforts are evaluated as unfavorable (e.g., Ellen et al. 2006;Park and Cho 2015). ...
... Perceived fit is commonly defined in celebrity endorsement research as "the similarity or consistency between the brand and the celebrity" (Bergkvist et al. 2016, p. 173). Empirical studies argue that when people perceive the communicator-cause relationship as congruent, they also perceive altruism, leading to positive evaluations of the communicator (Bergkvist et al. 2016;Garcia de los Salmones et al. 2013;Ilicic and Baxter 2014;Park and Cho 2015). Thus, those who positively evaluate athlete-cause fit are likely to form positive evaluations of advocate athletes. ...
Athlete advocacy is recognized as an important method of persuading the public on social issues, and it demonstrates the role of athletes in achieving racial justice. However, how athlete advocacy can gain the persuasiveness to encourage public involvement remains unclear. This study investigates how the evaluation of an advocate athlete functions to encourage public issue involvement, focusing on Naomi Osaka’s racial advocacy. In particular, driven by balance theory and attribution theory, this study examines the effects of five sociopsychological factors on public involvement in racial issues: perceived credibility, hypocrisy, cause fit, effort expended, and role model status of advocate athletes. Data were collected from a cross-sectional online survey of 855 Japanese adults who were aware of Osaka’s advocacy. The findings highlight that public involvement in racial issues is significantly associated with the evaluations of the athlete’s credibility and hypocrisy. These evaluations are further influenced by perceptions of the athlete’s cause fit and role model status. This study enriches the literature on the management of sports for social change by demonstrating the importance of source evaluation in athlete advocacy in achieving advocacy outcomes. Our evidence implies that athletes looking to promote racial justice issues should effectively be seen as credible, knowledgeable, and non-hypocritical in their issue advocacy.
... The analysis also reveals how the BJWT Foundation's strategies to influence both the values and beliefs for pro-environmental behaviour are reinforced with influential elements through social media to activate and portray certain social and personal norms (Del Mar Garcia de los Salmones et al. 2013). Celebrities and social media influencers are used to promote and reflect the foundation's principles, in order to attract people's attention, create awareness of the problem on a global scale and reinforce the sense of responsibility and obligation by creating social pressure. ...
... Finally, the analysis reflects that the influential elements used by the BJWT Foundation to portray and impose pro-environmental behaviour norms on a global scale mainly rely on social influencers and environmental education messages through social media platforms. These findings agree with previous studies conducted by Del Mar Garcia de los Salmones et al. (2013) andSamman et al. (2009) which indicate that celebrity endorsement is one of the most effective marketing communications techniques in the not-for-profit sector for reaching mass audiences across cultural boundaries. The high persuasive power of these social influencers can greatly motivate people to perform altruistic acts, as well as provide information to affect the attitudinal and behavioural change in the audience towards a pro-environmental context across cultures (Del Mar Garcia de los Salmones et al. 2013;Samman et al. 2009). ...
... These findings agree with previous studies conducted by Del Mar Garcia de los Salmones et al. (2013) andSamman et al. (2009) which indicate that celebrity endorsement is one of the most effective marketing communications techniques in the not-for-profit sector for reaching mass audiences across cultural boundaries. The high persuasive power of these social influencers can greatly motivate people to perform altruistic acts, as well as provide information to affect the attitudinal and behavioural change in the audience towards a pro-environmental context across cultures (Del Mar Garcia de los Salmones et al. 2013;Samman et al. 2009). Celebrities and social influencers can be considered as social icons that fascinate and inspire people all around the world in terms of controversy, admiration, gossip, envy and social trends. ...
Published by the Bowen Street Press, it showcases the best theses/projects of each program and serves as evidence of the School’s pride in its students’ achievements.
There is an exciting mix of voices here that really runs the gamut and shows what exciting
research possibilities might be explored. What I found most interesting was to see how these talented young researchers saw the research problem, how they chose to focus their approach to exploring or resolving the problem, and how they wove that thread into their arguments and conclusions. We get a fascinating variety of research approaches, theoretical perspectives and research methodologies – and in all cases, thought-provoking research.
... It is a common practice among organizations responsible for public service announcements to enhance the credibility of the message by selecting a wellknown person to be its 'face' (Panis & Van den Bulck, 2012. It is a simple strategy based on borrowing the resources, popularity and respect of the public figure (Marshall, 2013;Meyer & Gamson, 1995;Panis & Van den Bulck, 2012), although it has some perils: fame can turn to notoriety (Garcia de los Salmones, Dominguez & Herrero, 2013;Noland, et al., 2009;Partzsch, 2015;Wheeler, 2014), and of course, public reactions to the chosen celebrity are a matter of individual perception (Panis & Van den Bulck, 2012). In early 2017, Taika Waititi was named "New Zealand of the Year" (McKee, 2017), and in the middle of the year, he fronted a public service campaign called "Give nothing to racism" for the Human Rights Commission (Black, 2017;Warhurst, 2017). ...
... Obviously, the nature of any celebrity's personal brand is the deciding factor in asking that person to front a particular cause, but the power of celebrity brands can be so great that Goodman and Barnes (2011, p. 72) argue, "celebrities are now cast in the formative role of deciding who and what are worthy of being saved or developed." Celebrities-as-brands, then, have considerable communicative power (Kogen, 2015;Meyer & Gamson, 1995;Panis & Van den Bulck, 2014;Partzsch, 2015;Thrall, et al., 2008) and so can influence audiences on given issues (Cashmore, 2006;O'Regan, 2014;Partzsch, 2015) by transmitting strong feelings through direct and indirect means of persuasion (Garcia de los Salmones, Dominguez & Herrero, 2013;Marshall, 2013). ...
... It is easy to see why organizations employ charismatic celebrities to be their public faces (Marshall, 2013;O'Regan, 2014;Noland, et al., 2009;Panis & Van den Bulck, 2012;Thrall, et al. 2008;Toncar, et al., 2007), but as well as any material reward (Panis & Van den Bulck, 2012), association with a worthy cause is beneficial to the celebrities also, in various intangible ways. For instance, Garcia de los Salmones, et al., (2013) suggest that being associated with a good cause gives celebrities greater control over their brands, the opportunity to differentiate themselves positively in the crowded celebrity arena, and the chance to promote their image in a desirable way. Goodman and Barnes (2011, p. 81) suggest that the exercise of "(re)branding as 'caring', 'helping', 'authentic' and authoritative'" develops a new brand for the celebrity, and O'Regan (2014) argues that building the credibility of a cause simultaneously builds celebrities' own credibility. ...
... It is a common practice among organizations responsible for public service announcements to enhance the credibility of the message by selecting a wellknown person to be its 'face' (Panis & Van den Bulck, 2012. It is a simple strategy based on borrowing the resources, popularity and respect of the public figure (Marshall, 2013;Meyer & Gamson, 1995;Panis & Van den Bulck, 2012), although it has some perils: fame can turn to notoriety (Garcia de los Salmones, Dominguez & Herrero, 2013;Noland, et al., 2009;Partzsch, 2015;Wheeler, 2014), and of course, public reactions to the chosen celebrity are a matter of individual perception (Panis & Van den Bulck, 2012). In early 2017, Taika Waititi was named "New Zealand of the Year" (McKee, 2017), and in the middle of the year, he fronted a public service campaign called "Give nothing to racism" for the Human Rights Commission (Black, 2017;Warhurst, 2017). ...
... Obviously, the nature of any celebrity's personal brand is the deciding factor in asking that person to front a particular cause, but the power of celebrity brands can be so great that Goodman and Barnes (2011, p. 72) argue, "celebrities are now cast in the formative role of deciding who and what are worthy of being saved or developed." Celebrities-as-brands, then, have considerable communicative power (Kogen, 2015;Meyer & Gamson, 1995;Panis & Van den Bulck, 2014;Partzsch, 2015;Thrall, et al., 2008) and so can influence audiences on given issues (Cashmore, 2006;O'Regan, 2014;Partzsch, 2015) by transmitting strong feelings through direct and indirect means of persuasion (Garcia de los Salmones, Dominguez & Herrero, 2013;Marshall, 2013). ...
... It is easy to see why organizations employ charismatic celebrities to be their public faces (Marshall, 2013;O'Regan, 2014;Noland, et al., 2009;Panis & Van den Bulck, 2012;Thrall, et al. 2008;Toncar, et al., 2007), but as well as any material reward (Panis & Van den Bulck, 2012), association with a worthy cause is beneficial to the celebrities also, in various intangible ways. For instance, Garcia de los Salmones, et al., (2013) suggest that being associated with a good cause gives celebrities greater control over their brands, the opportunity to differentiate themselves positively in the crowded celebrity arena, and the chance to promote their image in a desirable way. Goodman and Barnes (2011, p. 81) suggest that the exercise of "(re)branding as 'caring', 'helping', 'authentic' and authoritative'" develops a new brand for the celebrity, and O'Regan (2014) argues that building the credibility of a cause simultaneously builds celebrities' own credibility. ...
... It is a common practice among organizations responsible for public service announcements to enhance the credibility of the message by selecting a wellknown person to be its 'face' (Panis & Van den Bulck, 2012. It is a simple strategy based on borrowing the resources, popularity and respect of the public figure (Marshall, 2013;Meyer & Gamson, 1995;Panis & Van den Bulck, 2012), although it has some perils: fame can turn to notoriety (Garcia de los Salmones, Dominguez & Herrero, 2013;Noland, et al., 2009;Partzsch, 2015;Wheeler, 2014), and of course, public reactions to the chosen celebrity are a matter of individual perception (Panis & Van den Bulck, 2012). In early 2017, Taika Waititi was named "New Zealand of the Year" (McKee, 2017), and in the middle of the year, he fronted a public service campaign called "Give nothing to racism" for the Human Rights Commission (Black, 2017;Warhurst, 2017). ...
... Obviously, the nature of any celebrity's personal brand is the deciding factor in asking that person to front a particular cause, but the power of celebrity brands can be so great that Goodman and Barnes (2011, p. 72) argue, "celebrities are now cast in the formative role of deciding who and what are worthy of being saved or developed." Celebrities-as-brands, then, have considerable communicative power (Kogen, 2015;Meyer & Gamson, 1995;Panis & Van den Bulck, 2014;Partzsch, 2015;Thrall, et al., 2008) and so can influence audiences on given issues (Cashmore, 2006;O'Regan, 2014;Partzsch, 2015) by transmitting strong feelings through direct and indirect means of persuasion (Garcia de los Salmones, Dominguez & Herrero, 2013;Marshall, 2013). ...
... It is easy to see why organizations employ charismatic celebrities to be their public faces (Marshall, 2013;O'Regan, 2014;Noland, et al., 2009;Panis & Van den Bulck, 2012;Thrall, et al. 2008;Toncar, et al., 2007), but as well as any material reward (Panis & Van den Bulck, 2012), association with a worthy cause is beneficial to the celebrities also, in various intangible ways. For instance, Garcia de los Salmones, et al., (2013) suggest that being associated with a good cause gives celebrities greater control over their brands, the opportunity to differentiate themselves positively in the crowded celebrity arena, and the chance to promote their image in a desirable way. Goodman and Barnes (2011, p. 81) suggest that the exercise of "(re)branding as 'caring', 'helping', 'authentic' and authoritative'" develops a new brand for the celebrity, and O'Regan (2014) argues that building the credibility of a cause simultaneously builds celebrities' own credibility. ...
In 2017, Hunt for the Wilderpeople director, Taika Waititi was named New Zealander of the year (stuff.co.nz, 2017). Since then he has lent his celebrity brand to the creation and dissemination of the Human Rights Campaign “Give nothing to racism” (Black, 2017; Warhurst, 2017). It is not uncommon for celebrities to engage in advocacy: their public personas can “crystallise issues” (Marshall, 2013, p. 370) and move audiences to action (Marshall, 2013; O’Regan, 2014). In essence, celebrities function as a site of identification (Noland, Goodale, Marshall, & Schlecht, 2009), because people form attachments to the mediated images of those they admire and with whom they perceive a commonality (Burke, 1969). Such identification can encourage individuals to emulate the behaviors of celebrities (Petty & Cacioppo, 1984). Therefore, by being authentic and credible in their advocacy, celebrities can persuade ordinary people to do the extra-ordinary and help in solving society’s problems (Goodman & Barnes, 2011). However, there is much conjecture over celebrities ‘true’ influence in social issues and whether they can positively impact audiences (O’Regan, 2014). Furthermore, their support of issues can be considered token and superficial (Noland, et al., 2009). The purpose of this research, then, is to use thematic analysis (Braun & Clarke, 2006) to examine the online, and particularly social media responses, of New Zealanders, firstly in relation to the campaign “Give nothing to racism” and secondly, to Taika Waititi’s involvement. We seek to determine the attitudes of audiences to the issue of race and whether they believe Waititi’s inclusion and approach to the issue were appropriate.
... They are able to convince consumers to buy the brand and/or the related cause that they endorse (Nunnelley 2012;Knoll and Matthes 2016). In recent years, a new phenomenon of involving celebrities in charitable campaigns has emerged (Salmones et al. 2015). Both profit and non-profit firms are focusing on the engagement of celebrities as the main elements of their campaigns. ...
... In non-profit firms, the main focus of CrM campaigns is not to establish a transactional relationship but to support the non-profit firms. This is by conveying the importance of the message and also by building a socially responsible experience among consumers (Salmones et al. 2015). Based on Venable et al. (2005), the way we convey the message in advertisements has become a crucial mean needed for the survival of the non-profit sector particularly after the global financial crisis. ...
... Despite the studies on celebrity endorsement of a brand, there is a lack of research in the area of CrM campaigns in the non-profit sector (Leiprecht 2013;Salmones et al. 2015). Moreover, and based on Thamaraiselvan et al. (2017), there is a need to further study different types of celebrities from distinctive arenas such as sports players, and others. ...
This study tests the impact of celebrity endorsement in cause- related marketing (CrM) campaigns, specifically in the non-profit firms in Egypt. This study is based on examining the impact of the five main elements of celebrity endorsement: celebrity attractiveness, celebrity expertise, celebrity trustworthiness, celebrity familiarity and celebrity-cause fit on audience’s attitudes and their behavioral intentions to donate to the firms’ causes. This study relied on quantitative approach, which involves distributing, collecting, and analyzing a large-scale questionnaire survey. Questionnaires were electronically distributed. Data were collected from 390 respondents based on convenience sampling technique and were analyzed using Structural Equation Modelling (SEM), AMOS 22. The findings showed that celebrity attractiveness has the most significant positive direct impact on audience’s attitudes towards CrM campaigns. Moreover, celebrity-cause fit and celebrity trustworthiness have an acceptable level of significant positive direct impact on audience’s attitudes towards CrM campaigns. However, celebrity expertise and celebrity familiarity do not have a significant impact on audience’s attitudes towards CrM campaigns. Findings further indicated that audience’s attitudes have a significant positive direct impact on their behavioral intentions to donate to the firms’ causes. This study contributes on the theoretical level in many ways: by adding to the area of celebrity endorsement in CrM campaigns, particularly in non-profit firms, the field in which there is a lack of research; by combining several social causes that use different types of celebrities in one study; by developing a conceptual framework that links between five main elements of celebrity endorsement, audience’s attitudes and their behavioral intentions to donate to the firms’ causes in Egypt, which recently has witnessed a growing trend of endorsing celebrities in numerous charitable firms. It also provides crucial directions to the marketing specialists about the required elements for an effective use of celebrity endorsement in CrM campaigns, which helps in building positive audience’s attitudes. This may lead to positive behavioral intentions to donate to the firms’ causes.
... Nowadays, the nonprofit sector often employs celebrity endorsement as a marketing technique (de los Salmones et al. 2013). A key concern is whether the audience attributes the motivation of the celebrity endorsement to altruistic or intrinsic motives (Becker-Olsen et al. 2006;Folkes 1988;Kelley 1973). ...
... A causal model was established to predict behavioral intentions toward a nonprofit organization (NPO) using seven variables, including attitudes toward celebrity, general fit, celebrity-NPO fit, motivation attribution, celebrity credibility, NPO credibility, and attitudes toward the ad with celebrity endorsement (de los Salmones et al. 2013). Empirical evidence was found that celebrities are powerful carriers of feelings and exert influence on ad evaluation through peripheral persuasion routes. ...
... When the celebrity-NPO fit is strong, respondents are less likely to attribute the endorsement to self-interest, hence enhancing celebrity credibility. Moreover, attitudes toward the celebrity and general fit between the celebrity and the social cause demonstrate a positive impact on the celebrity-NPO fit (de los Salmones et al. 2013). ...
An exploratory qualitative study was conducted to examine how young adults perceive the mechanism of creation and the influence of celebrity endorsement in public services advertising. Face-to-face interviews were carried out with 29 persons aged 18 to 24 recruited through a quota sampling. Interviewees were asked to recall a government public services advertisement with celebrity endorsement, and report why they found them memorable. Results indicated that the main reasons for finding the advertisements memorable were attributed more to slogans, repetition, and personal relevance than to the performances of the celebrities. Interviewees expected celebrities in PSA to be morally sound. Interviewees perceived strongly that self-interest motivates celebrities to appear in social services advertisements. Based on the results, public services marketers should put emphasis on visual and verbal elements of PSA. Efforts should be made to recruit celebrities that are close to the public. Ficitious characters may be explored in the future as an alternative to celebrity endorsement in the PSA context.
... Signaling theory supports this contention; information about the source-content fit will influence the receivers' information processing, acting as a signal to highlight the logical connection of celebrity advocacy (Connelly et al., 2011). When this signal suffers from inconsistencies, receivers may express skepticism toward celebrity advocacy (de los Salmones et al., 2013). These responses will hurt the celebrity-nonprofit partnership and consequently offset the positive influences of the support of nonprofit experts. ...
... The present study conceptualizes nonprofit endorsements through celebrity-nonprofit partnerships as support from nonprofit experts. This is because we focused on the social function of nonprofits, which continuously mobilize specialized knowledge and resources to support specific social issues and often partner with celebrities in issue advocacy (de los Salmones et al., 2013). Notably, we do not aim to capture the influence of other stakeholders, such as academics and reporters. ...
This study examines the signaling effect of support from nonprofit experts on celebrity credibility regarding advocacy efforts. Furthermore, we provide detailed insights into celebrity–nonprofit partnerships by exploring the congruence between the celebrity and advocacy content, and examining whether the impact of support from nonprofit experts differs based on the celebrities’ source characteristics. A survey experiment manipulating the support of nonprofit organizations for celebrity advocacy was conducted, and data from 776 Japanese respondents collected through an online panel were analyzed. The results indicated that signals of nonprofits’ support significantly enhanced perceptions of celebrity expertise but only when strong congruence existed between the celebrity and advocacy content. However, these signals did not enhance the perception of celebrity trustworthiness. We present a causal explanation of how nonprofit experts’ support affects perceived celebrity expertise, which ultimately leads to increased cognitive involvement in social issues. The findings integrate signaling theory and the source credibility model to explain the mechanisms underlying celebrity–nonprofit partnerships in advocacy efforts.
... Based on schema theory, some studies (Rifon et al., 2004;Del Mar Garcia de los Salmones et al., 2013;Carlson et al., 2020) have supported the influence of endorser-product congruence on the attributions of motivation to an endorser. They suggest that in a lowscepticism environment induced by a good endorser-product fit, the positive source characteristic led to superficially processed correspondent inferences that the endorser truly uses, desires and supports the promoted product. ...
... Studies in sponsorship and cause-related marketing contexts found a positive relationship between altruistic attributions and consumers' perception of a company's credibility (Becker-Olsen et al., 2006;Rifon et al., 2004;Drumwright, 1996;Bigné-Alcañiz et al., 2010). Similarly, attributing an altruistic motive to the sponsor of the social cause is an indicator that helps individuals to evaluate the honesty, sincerity and good faith of the endorser (Del Mar Garcia de los Salmones et al., 2013), whereby positively influencing credibility (Rifon et al., 2004). Bigné-Alcañiz et al. (2010) showed that altruistic motives influence a company's trustworthiness. ...
This study extends celebrity endorsement and influencer endorsement to financial brand commu�nication and explores the Generation Z (Gen-Z) attitudes toward financial advertising using an
endorsement strategy. We investigate the effect of endorser type on the endorsement strategy
effectiveness. This research is based on an experiment involving a total of 313 students aged 18 to
25 years old. Structural equation modelling (Amos Graphics 25) and MANOVA were used to ana�lyse the data. Our findings support that Gen-Zers perceived social media influencers (SMIs’) image
as more congruent with financial brand image and more credible, with more altruistic motives
than traditional celebrities. Indeed, this study showed that brand-endorser congruence and ideal�self-image congruence contributes to the attribution of altruistic motives to the endorser, which
in turn influences endorser credibility. Gen-Zers’ ad attitude is mainly impacted by the endorser
attractiveness and trustworthiness. This research highlights the interest of financial institutions in
using SMI when advertising to Gen-Z.
Keywords: Financial services, endorsement strategy, Gen-Z, Traditional celebrity, Social media influence
... Besides the high prevalence of positive appeals we also see evidence of positive characters in social advertisements (69.3% of all data). Positive appeals may be based on copy response messages, sometimes with testimonials from well-known people since there is evidence that celebrity recognition, credibility and attractiveness can activate positive attitudes among a target audience if attitudes toward the endorser are positive (Amos et al., 2008;Erdogan et al., 2001;Mowen and Brown, 1981;Salmones et al., 2013;Seno and Lukas, 2007;Silvera and Austad, 2004;Spry and Cornwell, 2011). ...
... Despite the sample size being larger in the last five years, representing 33.3% of the total data, celebrity endorsement has been growing: 31,2% of the data produced in the researched countries between 2007 and 2011 had famous people, compared to 23.8% in the period 2002-2006, 0% from 1997-2001, 17.6% from 1992-1996 and 4% between 1987-1991.We found that although celebrities say that they are especially motivated to endorse HIV prevention social marketing activities and do not have prejudice against the disease (Casais and Proenca, 2012), in practice the proportion of social ads endorsed by famous people is small, although it has been increasing. We can consider that the increasing trend of endorsements may be related with the growing importance of social responsibility by brands, including personal brands (Salmones et al., 2013), and reactive-prevention policies towards the incidence rates of the infection, which only started to decrease in the European Union in 2009 (ECDC/WHO, 2012) that might lead social marketers to invite more celebrities to these campaigns. Although famous people declared a positive bias for HIV/AIDS (Casais and Proenca, 2012) the results may reflect the fact of HIV being a stigmatised disease (Castro et al., 2010). ...
... According to Khatri (2006) celebrity endorsement is the utilization of the celebrity's names in the product or services advertisements, where celebrities may or may not be the experts. Though, the authors such as Boorstin (1961), McCracken (1989) and Khatri (2006) define celebrity endorsement, this study uses the McCracken (1989) definition, where this definition is adopted by many recent celebrity endorsement related studies (e.g., Hsu & McDonald, 2002;Banyte, Stonkiene, & Piligrimiene, 2011;Doss, 2011;Fleck, Korchia, & Le Roy, 2012;De Los Salmones, Dominguez, & Herrero, 2013). Ohanian (1990) indicates celebrity endorsement dimensions are: (a) trustworthiness, (b) expertise and (c) attractiveness. ...
Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.
... 0.779 SE2: I believe the number of reviews written by the reviewer represents knowledge in evaluating the experience. group has a substantial role in the effectiveness of the brand marketing campaign (del Mar Garcia de Los Salmones et al., 2013). If brands choose the best candidate for their target audience and provide high-quality content, their sales and brand equity will improve dramatically. ...
Electronic word-of-mouth (e-WOM) has gained popularity due to the fact that people can communicate and discuss brands through emotive expressions, remarks, and reviews regardless of their distance. The purpose and objectives of this study are to determine how e-WOM factors, such as brand image, brand awareness, and brand loyalty based on trust, influence brand equity. The study’s methodology included both qualitative and quantitative research to examine consumers’ perspectives and generalize the findings, respectively. For qualitative research on e-WOM variables, both in-depth interviews and focus groups are utilized. The next stage is to collect online responses from 410 participants and evaluate their relationships using a structural equation modeling (SEM) model. The findings suggest that content quality, the number of reviews, norm conflict, and sponsored recommendations are the characteristics that generate e-WOM and enhance the ability to establish trust in these reviews. This enhances the brand equity of digital businesses. This demonstrates the factors that managers should emphasize in order to enhance the positive effects of e-WOM and thereby increase brand equity.
... … seems very important to me. Destination-Cause Congruence (Till and Busler, 2000;Bigné et al., 2010;García de los Salmones et al., 2013); ...
Purpose
This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the stimulus-organism-response (SOR) model as a theoretical framework and consider cognitive variables (destination social responsibility, tourist social responsibility and three types of congruence) as antecedents of emotions and of the tourists’ response (intention to share). Specific factors related to the social platform (attachment and active use of social media) are also included.
Design/methodology/approach
The model was tested for two destinations with different positioning (green tourism versus sun and beach). For the sampling strategy, the authors conducted an online poll targeting Facebook users who had undertaken at least one trip in the previous year. The sample consisted of 1,001 individuals.
Findings
The empirical evidence obtained indicates that consumer–cause congruence is the most important variable for explaining the intention to share the post for both destinations, with the destination–cause congruence being non-significant. The authors also observed that active participation on the social network stimulated the intention to share this specific content.
Originality/value
Unlike prior research, this paper examined consumer motivators for engaging with online corporate social responsibility content for tourism destinations, specifically focusing on destination social responsibility in sustainable tourism. The model also incorporates three types of congruence, revealing variations in their impact on explaining the intention to share sustainability-related posts.
... The purpose of source expertise is to the people who influence the environment, for example, celebrities or celebgram. When companies want to support celebrities, mass communication skills are the most important thing for them because they are the ones who will attract people and are very helpful in reaching a broader audience to increase awareness of an organisation (Dominguez, Herrero and Salmones, 2013). ...
Online product reviews are efforts made by shop owners with the aim that their business can be known to the public. It is believed that people who are considered to know about products and people with the same interest in food and drinks will affect prospective buyers. Instagram is a platform that can implement this strategy. The role of expertise and people with similar interests that make content about product reviews viral on Instagram can attract the attention of prospective buyers. This study aimed to analyse the influence of the source of expertise and similar interests in customer loyalty through brand awareness as a mediating variable. By using a non-probability sampling technique, the questionnaire was distributed electronically to 207 residents of the city of Padang. Partial Least Squares-Structural Equation Modeling (PLS-SEM) software analyses the data. The results showed that the source of expertise and similar interests did not directly influence customer loyalty. However, those variables significantly influenced customer loyalty when mediated by brand awareness. Thus, customer loyalty indirectly depends on the same source of expertise and similar interests. The findings of this study are expected to provide valuable insight for online food and beverage shop owners in formulating a business promotion strategy that is better at creating loyalty. In addition, this provides a basis for businesses to develop strategies to plan and implement actions to help them achieve their goals.
... Inspired by a popular definition of brand authenticity (Moulard et al., 2016, p. 423), we describe the perceived authenticity of endorsements as the perception that endorsers are intrinsically motivated "in that they are passionate about and devoted to" the cause or product they promote. Here, we postulate that SMIs' endorsements may not only be perceived as genuine as a result of possible endorser-topic fit (del Mar Garcia de los Salmones et al., 2013;Naderer, 2023), but also because SMIs may themselves be considered highly authentic for the reasons described above (see also Gräve & Bartsch, 2022). ...
Popular personalities like social media influencers (SMIs) and traditional celebrities can not only be used in the context of for‐profit marketing, but also help non‐profit campaigns address young audiences. Across three experiments (NTotal = 1233), we compared the effectiveness of SMIs’ mobilizing appeals in relation to a humanitarian issue to those made by traditional celebrities. Inspired by meaning transfer theory, we expected SMIs and their endorsements to be perceived as particularly authentic, elucidating their possibly unique influence on young people's participation. In Study 1, mobilizing appeals from popular personalities generally increased participation intentions among young people, but SMIs were not more effective in this role than celebrities. Study 2 and Study 3 showed that effects of the two source types are dependent on gender. Controlling for source and endorsement authenticity, we found that SMIs were better at directly mobilizing young women for political participation than celebrities. In contrast, young men were more easily convinced by celebrities to engage in political action, due to higher authenticity attributed to celebrities’ endorsements. While SMIs were not consistently perceived as more authentic than celebrities, the success of popular personalities’ mobilizing appeals can generally be well explained by perceived source authenticity and perceived authenticity of endorsements.
... Most social organizations and companies use the internet to promote their products or services since they can reach their goals and create word-of-mouth propaganda more easily. In this sense, hiring digital influencers, celebrities, and bloggers allows these institutions to propagate their ideas, missions, and causes (de los Salmones et al., 2013;Yee & Yazdanifard, 2015). From the same point of view, Mayer and Vambery (2008) state that the credibility of a celebrity is the key factor, as this is the only way to influence the public by making them aware of the organization's mission. ...
This chapter focuses on digital marketing strategies for nonprofit organizations (NPOs). By discussing the main literature, the chapter points out the use of websites and social media by NPOs so that they achieve their goals. NPOs should present a clear and coherent communication and image, which transmit trust and transparency. Organizations may use websites to show different publics their activities and communicate with them, so NPOS must consider the criteria to access website quality and set SEO strategies when developing them. Researching keywords, analyzing keyword ranking, backlinks, and conversion rates are relevant so that organizations can improve their results. Further, NPOs may show their environmental, social, and economically responsible activities on their platform, so that credibility and brand image are improved. Keeping constant communication on social networks, communicating directly with partners, and focusing on all the projects may show donors' diversity. Using storytelling and up-to-date personal content on social networks may increase empathy and bond with partners. A long-term relationship is increased with regular, personalized, and engaging communication, in which beliefs and values are shared.
... Moreover, the existing celebrity endorsement literature focuses mostly on consumer goods, disregarding how celebrities also promote consumer services, B2B products and services, and non-profit organisations (Del Mar Garcia de Los Salmones et al., 2013). ...
This thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in the research, and structural equation modelling was conducted to test the proposed model. The results confirm that (1) activated persuasion knowledge negatively influences celebrity endorser’s perceived authenticity in covert social media marketing; (2) celebrity-brand congruity does not have a significant impact on the endorser’s perceived authenticity; (3) celebrity’s expertise positively influences the celebrity endorser’s perceived authenticity when endorsing products related to his or her area of expertise; (4) the celebrity’s perceived attractiveness has a positive impact on the celebrity’s perceived authenticity when endorsing attractiveness enhancing products covertly in social media; and (5) perceived authenticity of a celebrity endorser positively influences brand attitudes and, consequently, behavioural intentions. Both theoretical and managerial implications are drawn, suggesting directions for future studies.
... In the non-profit sector, Lafferty defined it as the similarity between celebrities and social factors (Lafferty, 2007). In the current celebrity literature, fit was defined as the concurrency and similarity between brands and celebrities (Dominguez & Herrero, 2013). This definition will be used in the study. ...
Social media platforms are playing an increasingly significant role in product promotion, many researches have been done about social media marketing on YouTube or Instagram. However, limited researchers focus their studies on TikTok. This study put the attention on TikTok in China market. It will discuss how social media influencer characteristics (trustworthiness, attractiveness, popularity, SMI brand fit) affect consumer intention (purchase intention, recommendation intention) through TikTok. Also, perceived SMI credibility and brand image were considered a mediator variables in this research. The role of these mediators is also a research focus in this article. This thesis aimed better to explain the effect of SMI characteristics on recommendation intention and extend the understanding of the effect of these characteristics on purchase intention through TikTok. In order to discuss the relationship, a survey was conducted with 180 efficient responses during the research. It was analyzed by multiple regression and PROCESS macro mediation tests. The results include trustworthiness, and SMI brand fit directly correlates with consumer intent. In the meantime, the relationship between trustworthiness and consumer intentions is mediated by perceived SMI credibility or brand image. The research finding fills the academic research gap in the Chinese market and newly developed social media platform (TikTok). Also, It helped Chinese enterprises to make clear how to screen the right social media influencers to promote their products.
... Most social organizations and companies use the internet to promote their products or services since they can reach their goals and create word-of-mouth propaganda more easily. In this sense, hiring digital influencers, celebrities, and bloggers allows these institutions to propagate their ideas, missions, and causes (de los Salmones et al., 2013;Yee & Yazdanifard, 2015). From the same point of view, Mayer and Vambery (2008) state that the credibility of a celebrity is the key factor, as this is the only way to influence the public by making them aware of the organization's mission. ...
... For example, celebrities include brand names or pictures of brands in their Twitter postings (Wood and Burkhalter 2014) and there is a plethora of celebrity branded products (Keel and Nataraajan 2012). It also seems limiting to only include consumer goods: celebrities endorse business-to-business products and services (e.g., Tiger Woods endorsement of Accenture), consumer services (e.g., Kobe Bryant and Lionel Messi for Turkish Airlines), and non-commercial entities such as political parties (see Veer, Becirovic, and Martin 2010) and non-profit organizations (see Garcia de los Salmones, Dominguez, and Herrero 2013). It is also important to note that celebrity endorsements are based on an agreement in which the celebrity gives the brand (or other entity) permission to use her/his name and/or physical appearance in certain ways. ...
... Beauty models are someone who makes and uploads videos about beauty (Widodo & Mawardi, 2017). Several studies have focused on the fit between the model endorsement and the brand (Fleck et al., 2012;Salmones et al., 2013). Fit, which means similarity and relevance, has its market that refers to the level of similarity and consistency between the parent brand and brand extension. ...
English as a lingua franca for academia and academic literacy practices in English for academic
purposes (EAP) were investigated in this study. This study used a qualitative approach and applied
content analysis as the research design. The study was conducted in Surakarta between March and
June in 2018, analyzing 12 EAP syllabi and engaging with 40 participants from three State Islamic
Institute (IAIN) Surakarta, the Sebelas Maret University (UNS), and the Veteran Bangun Nusantara
University Sukoharjo (VUS). The 40 participants were 6 EAP lecturers, 4 heads of study programs,
and 30 EAP students of EAP class. The primary data for this study were the results of the interviews
and checklists, while the secondary data included the features of the EAP syllabi and their
instructional design, teaching materials, and learning objectives. Data were collected through
documents, interviews, and checklists. The thematic analysis was used to arrive at findings. Results
show that (1) English courses in this study included four states: a 2–4 credit English course, an EAP
Certificate, an ESP course, and EAP for the public; (2) to be literate, EAP involves a basic
knowledge of grammar and vocabulary, as well as basic speaking and listening skills. A mastery of
a general 3,000-word vocabulary and a 750-word academic vocabulary were found to be the
foremost objective to include in academic literacy accomplishment. Academic writing and academic
reading should also be prioritized in literacy for academic purposes
... LITERATURE REVIEW Celebrity endorser is a person who has good fame in the minds of general public and uses this fame to attract the customers towards specific brand [11]. Celebrity endorsement is not a new concept or phenomena; it is most popular form of advertising among the marketers [12,13]. Celebrity advertisement has two types, celebrity license and celebrity endorsement. ...
... Erdogan (1999) points to different forms of celebrity endorsement, such as appearing as a spokesperson, in endorsements and in testimonials. However, with contemporary communication formats, celebrity endorsements may become further diversified and include endorsement on social media (Wood & Burkhalter, 2014), celebrity-branded products (Keel & Nataraajan, 2012), celebrity endorsement for services, business-tobusiness, political entities or non-profit organisation brands (Salmones et al., 2013;Veer et al., 2010). However, little is known about the different formats and the very nature of the endorsement operation, especially in digital settings. ...
Endorsement studies have gained complexity with the possibilities created by social media platforms, where ordinary consumers can achieve celebrity status and rise to the level of digital influencers. Recent studies highlight that influencers have evolutionary trajectories. However, little is known about how these trajectories are related to social media endorsement dynamics. Based on a five-year netnography, this research investigates the main forms of endorsement that connect digital influencers and brands and how endorsement practices evolve along influencers’ trajectories. The research outlines three forms of endorsement relationship that evolve during the influencer’s career cycle: experimenting, partnering and bonding. Finally, the paper argues that brands play different roles, as providers, partners and hirers, supporting and rewarding digital influencers’ entrepreneurial process.
... A major aim of advertising is to enhance consumers' positive attitude toward a particular brand. A very commonly used strategy is to associate the brand with a celebrity endorser (Choi and Rifon, 2012; del Mar Garcia de los Salmones et al., 2013). One stream of studies showed that a match between an endorser and brand led to better communication effects (Kamins, 1990;Till and Busler, 2000;Lee and Thorson, 2008), as a congruent context helps potential consumers understand the advertising (Goodstein, 1993;Kamins and Kamal, 1994). ...
Previous studies have shown equivocal results about whether atypical or unusual events, compared with typical ones, facilitate or inhibit memory. We suspect that the indefinite findings could be partly due to the recall task used in these studies, as the participants might have used inference instead of recall in their responses. In the present study, we tested the recognition memory for real (Experiment 1) and fabricated (Experiment 2) advertisements, which could be congruent or incongruent with gender stereotypes. In congruent advertisements, a female endorser presented a traditionally considered feminine product or a male endorser presented a traditionally considered masculine product, whereas the gender-product type matching reversed in incongruent advertisements. The results of both behavioral experiments revealed that the participants’ memory performance for stereotype-incongruent advertisements was higher than for congruent ones. In the event-related potential (ERP) recordings in Experiment 3, larger positive amplitudes were found for stereotype-incongruent advertisements than for congruent advertisements on the left parietal sites, suggesting a deeper encoding process for stereotype-incongruent information than for stereotype-congruent information.
... Beauty models are someone who makes and uploads videos about beauty (Widodo & Mawardi, 2017). Several studies have focused on the fit between the model endorsement and the brand (Fleck et al., 2012;Salmones et al., 2013). Fit, which means similarity and relevance, has its market that refers to the level of similarity and consistency between the parent brand and brand extension. ...
The conjunctive ''and'' and its Arabic counterpart ''و'' are discourse markers that express certain meanings and presuppose the presence of other elements in discourse. They are indispensable aids to both the text writers and readers. The present study aims to show that such cohesive ties help the writer to organize his main argument and communicate his ideas vividly and smoothly. They also serve as explicit signals that help readers unfold text and follow its threads as realized in the progression of context. The researcher has utilized the Quirk Model of Semantic Implication for data analysis. A total of 42 (22 for English and 20 for Arabic) political texts selected from different elite newspapers in both Arabic and English for the analysis. The results of data analysis revealed that ''and'' and و [wa ] are necessary discourse markers that provide surface clues for the interpretation of text and the absence of such clues may cause ambiguity and result in incoherent discourse. In conclusion it was confirmed that the approach of semantic implications of ''and '' adopted by Quirk, et, al. suits the characteristics of Arabic text.
... Beauty models are someone who makes and uploads videos about beauty (Widodo & Mawardi, 2017). Several studies have focused on the fit between the model endorsement and the brand (Fleck et al., 2012;Salmones et al., 2013). Fit, which means similarity and relevance, has its market that refers to the level of similarity and consistency between the parent brand and brand extension. ...
... Marketers worldwide consider using celebrities to endorse products or ideas to be an effective strategy (Spry et al., 2011) and numerous studies have explored the impact of celebrity endorsements within the for-profit sector (Carrillat, D'Astous, & Lazure, 2013;Martín-Santana & Beerli-Palacio, 2013). Fewer studies, however, have looked at nonprofit organizations (García de Los Salmones, Dominguez, & Herrero, 2013). A more recent phenomenon is the idea of celebrity activism or celebrity social marketing. ...
This study examined the processing of a celebrity political social media post in terms of parasocial attachment and narrative engagement. Taylor Swift’s 2018 election endorsement Instagram post was examined in the final weeks before Election Day. Participants were measured for level of parasocial attachment, level of narrative engagement, and subsequent intentions for the 2018 election. Findings suggest that narrative involvement, above and beyond mere parasocial attachment, aid in the processing of messages and influence behavior change. Implications are discussed.
This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.
This paper aims to perform a comprehensive analysis, mapping the main areas of
the endorser marketing literature of the last ten years and offering a classification
of the subject and future research agenda. Despite the widespread use of endorsements in marketing to increase product awareness, the academic literature on this
subject remains fragmented and insufficient. Endorsers’ crucial role in advertising
necessitates a comprehensive review of the current unfulfilled research. Regardless
of expanding interest from academics and practitioners, there is a notable absence
of comprehensive reviews describing the historical development and possible future
trends of endorsers in marketing. In response, this work is the first to synthesize
the existing body of knowledge regarding the role of traditional and non-traditional
celebrity endorsers in the social media context. To fill this gap, this review used a
systematic literature review and thematic analyses of 151 Scopus-indexed articles
from 2014 to 2023. Based on this review, an integrative multidimensional framework is provided. This framework considers the causes, effects, and mediation for
potential outcomes and the contextual factors that impact customers’ behavior. As a
result, this evaluation exposes essential trends in the article, author, nation, journal
performance, and past, present, and future endorser research theme tendencies. Various research gaps are identified, and avenues for future research are proposed that
reflect essential emerging areas and unexplored realms regarding the theory, methodology, and context framework.
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.
Çalışmada COVID-19 aşısı ile ilgili kamu spotlarının halkın üzerindeki etkisi ve halkın COVID-19 aşısına yönelik tutumunun incelenmesi amaçlandı. Sağlık Bakanlığı’nın Youtube kanalındaki 1 Eylül 2021 tarihine kadar yayınlanmış olan COVID-19 aşısı ile ilgili tüm kamu spotları araştırmacılar tarafından izlenerek müzik klibi, toplum içinden bireylerin mesajları, ünlü bilim insanlarının mesajları ve ünlü sanatçıların mesajları olarak gruplandırıldı. Çalışma grubunun yarısından fazlası COVID-19 aşısı ile ilgili kamu spotları hakkında olumlu düşünceye sahipti. Çalışma grubunda COVID-19 aşısı ile ilgili kamu spotları hakkındaki genel düşünceleri olumlu olanların COVID-19 aşısına yönelik olumlu tutumlarının daha yüksek olduğu bulundu. Toplum bağışıklığının sağlanabilmesi için aşı kabulünü arttırmaya yönelik daha çok duygulara hitap eden, toplumun her kesimini etkisi altına alabilecek kamu spotlarının hazırlanması ve etkinliklerinin değerlendirilmesi gereklidir.
Social Media and Society brings together a range of scholars working at the intersection of discourse studies, digital media, and society. It is meant to respond to changes in discourse technologies, i.e. the techno-discursive dynamic of social media discourses. The book critically engages with the digital dynamics of representations around discourses of identity, politics, and culture. Other than its topical focus on highly pertinent discourses, the book aspires to offer some fresh insights into the theory, methods, and implementation of CDS in digital environments. The book can be viewed as part of the developing research framework of Social Media Critical Discourse Studies which seeks to integrate the impact of new mediation technologies on discursive meaning-making with its critical contextualisation. In addition to its strongly global outlook, the book incorporates a wide range of research perspectives including CDA, sociolinguistics, political discourse studies, media and technology, discourse theory, popular culture, feminism etc.
This paper aims to investigate how supporters perceive and react to environmental messages that call for reducing the environmental impact of sporting events. Based on prospect theory, we randomly provided 1423 supporters attending football events in Europe with (1) a negative (perceived loss for supporters), (2) a neutral (no perceived gain or loss) or a (3) a positive (perceived gain for supporters) environmental message and measured their attitudes towards the message, pro‐environmental behavioural intentions and perceived consumer effectiveness. Our results reveal that supporters show traits of collective behaviour during sports events that may lower the in‐stadium effectiveness of environmental messages. The environmental commitment of the favoured sports club increases the influence of green marketing on supporters with higher levels of environmental values and knowledge, but only when they depart from a collective identity. This paper contributes to green marketing literature revealing that modelling collective behaviours of members of groups exposed to highly emotional situations should be coordinated with information and awareness‐raising campaigns in everyday life. We also contribute to the prospect theory showing that loss aversion prevails in risk‐free conditions even though it does not directly shape supporters' behavioural intentions.
This study examines and compares the effect of using an endorser on purchasing decisions mediated by brand awareness. The endorsers used consisted of celebrity endorsers and expert endorsers. The purpose of this study was to examine 1) the effect of using celebrity endorsers and expert endorsers on purchasing decisions, 2) the effects of using celebrity endorsers and expert endorsers on brand awareness, 3) the effect of brand awareness on purchasing decisions and 4) brand awareness mediates the influence of celebrity endorsers and expert endorser on purchasing decisions. Research on the use of endorsers is important to do to assist companies in making effective strategic policies related to advertising. The respondents selected and used in this study were women in the Special Region of Yogyakarta. The number of questionnaires used was 150 questionnaires, while data analysis was used to test the mediating variable using the path analysis method
Au Canada, les selfies du premier ministre Justin Trudeau sont devenus un marqueur de son identité politique et une ressource stratégique. En France, Nicolas Sarkozy, et plus récemment Emmanuel Macron, ont multiplié les couvertures de Paris Match, accédant avant même d’être élus au statut de célébrités politiques, n’hésitant pas à jouer sur les ressorts de la peopolisation pour asseoir leur visibilité et leur légitimité. Entre scandalisation et médiatisation promotionnelle, une nouvelle économie politique de la célébrité s’est imposée aux leaders politiques, désormais soumis à ces « tyrannies de l’intimité » dont parlait déjà Richard Senett à la fin des années 1970, comme au panoptisme des réseaux sociaux. En croisant les analyses et les regards transatlantiques, en confrontant les trajectoires – celles de Louise Michel et de Rachida Dati, de Marine Le Pen et de sa nièce Marion Maréchal Le Pen, d’Emmanuel Macron et de Justin Trudeau – il s’agit alors de tenter comprendre ce que la culture de la célébrité fait à la politique. Dévoiement de la politique pour les uns, appauvrissement du débat, disqualification du discours au profit des logiques émotionnelles, danger de démagogie par l’hypertrophie des affects, propension à l’exhibitionnisme des prétendants et au voyeurisme des électeurs, l’irruption de la « topique de la célébrité » peut aussi être considérée comme un outil de revitalisation de la politique à l’heure du désenchantement démocratique et de la crise de la représentation.
The study measures the impact of social media engagement on celebrity credibility on the basis of three parameters - Trustworthiness, Attractiveness and Expertise. It takes two popular actors of Indian Cinema and measures the overall response of social media users towards them regarding brand endorsements. The overall result is used to calculate their credibility in the minds of social media users.
The study takes into account 150 - 200 responses of people between the age group of 18-22 years based in Bangalore, Karnataka.
Résumé
En mars 2020, le premier ministre Legault a fait appel aux influenceur.euses et aux célébrités québécoises dans le cadre de la campagne #Propage l'info, pas le virus afin de sensibiliser les jeunes au respect des consignes sanitaires liées à la COVID-19. Cet article offre un éclairage inédit sur les différentes manières dont ces personnes renommées ont répondu à l'appel ainsi que sur les formes de leurs réponses à l'aide d'une analyse de contenu de leur vidéo partagée sur les réseaux sociaux. Le codage des vidéos s'est fait à partir d'une grille d'analyse qualitative de contenu, inspirée de celle de Fields (1988). Il ressort des analyses que différents moyens ont permis d'accentuer le sentiment de proximité entre la célébrité et son public, dans le but d'augmenter l'adhésion au message. L'utilisation du pronom « On », l'emploi de formules narratives et l'intimité qui se dégage des vidéos informatives vont en ce sens.
1 Aralık 2019 tarihinde Çin’in Hubei bölgesinin başkenti olan Vuhan’da ortaya çıkıp hemen hemen tüm dünyayı etkisi altına alan korona virüs salgını, sadece bir sağlık sorunu olarak kalmayıp sosyal, ekonomik, siyasi, dini ve kültürel birçok alanda çağımızın en büyük küresel sorunu haline gelmiştir. 11 Mart 2020 günü koronavirüsün tespit edildiği ülkeler arasına Türkiye de katılmış ve o tarihten itibaren virüs salgını ile mücadele etmek adına pek çok tedbir alınmıştır. Alınan tedbirlerin yanı sıra başta Sağlık Bakanlığı olmak üzere bir çok resmi kurum iletişim çalışmalarına başlamıştır. Gerek geleneksel gerekse sosyal medyada kamu spotları yayınlanmaya başlamış, bunu bazı marka ve işletmelerin yaptığı reklamlar izlemiştir. Bu çalışma kapsamında, Türkiye’de ilk koronavirüs vakasının görüldüğünün resmi olarak açıklandığı tarih olan 11 Mart 2020 tarihi ile 7 Nisan 2020 tarihleri arasında yayınlanan kamu spotları ve reklamların izleyici üzerindeki etkisi saptanmaya çalışılmıştır. Amaç, izleyicilerin ilk tepkilerini krizin patlat verdiği ilk günlerde sıcağı sıcağına tespit etmek olduğundan googleforms üzerinden tasarlanan anket, 2-7 Nisan 2020 tarihleri arasında online olarak gerçekleştirilmiştir. Aynı nedenle örnekleme sürecinde kolayda örnekleme yöntemi kullanılmış ve anketin gerçekleştrildiği son gün olan 7 Nisan’da katılımcı sayısı 263 olarak tespit edilmiştir. Çalışma, Mersin Üniveristesi Sosyal ve Beşeri Bilimler Etik Kurulu tarafından incelenmiş ve 26/08/2020-36 etik kurul karar toplantı tarihi ve karar no ile etik yönden uygun bulunmuştur. Verilerin analizinde nonparametrik yöntemler kullanılmıştır. Analiz sonucunda izleyicilerin kamu spotu ve reklamları izledikten sonra hissettikleri duyguların çoğunlukla olumsuz olduğu ancak bu kamu spotları ve reklamlara yönelik düşünce ve tutumlarının olumlu olduğu sonucuna varılmıştır.
Today, non-governmental organisations (NGOs) are among the most important stakeholders in terms of global governance and business operations. The aim of this thesis is to investigate the external and internal influential factors of the operational efficiency of non-governmental organisations (NGOs) in China. By introducing the extended resource-based view (ERBV) into the context of NGO operations, a proposed conceptual model with 14 indicators is tested. In this study, based on the panel data collected on the Chinese Research Data Services Platform (CNRDS) and ERBV, a multiple regression analysis is performed to test the 14 influential factors identified in the dataset. By adopting ERBV, it is concluded that both intra- and inter-organisational resources are interacted and make a significant and positive association with NGOs’ operational efficiency. In particular, it is found that the availability of financial resources, political connections and NGO professionalism are all crucial factors to improve NGO operational efficiency in China. In addition, this thesis also made several contributions. First, in terms of the theoretical contribution, it may be the first study introducing the ERBV into the context of NGO, which extended several concepts (e.g. professionalisation, and interactions between internal and external resources) into the NGO context; Second, this study contributes to practitioners, such as managers in NGOs and corporates (e.g. the different roles of volunteers and paid staffs in fundraising); Also, this study makes social contributions, including implications for policymakers in China. By the end of this research, several limitations and research directions are presented for studies in the future.
Today, using celebrity endorsement is the main advertising trend on social networks. However, choosing which celebrity to fit the brand is still a difficult issue for businesses. The purpose of this research is to solve this issue by surveying 472 social media customers in Vietnam from June 2017 to November 2017 for the congruence of celebrity-brand pairs and their impact on brand equity. Data were analyzed through the Structural Equation Modeling (SEM) process. The results have shown a positive relationship between the sub-components of Celebrity Endorsement (such as Attractiveness, Trustworthiness, and Expertise) and Brand Equity, in which the impact of Expertise is strongest. Another interesting finding was that Expertise has a key factor in helping customers trust the recommendations that celebrities want to convey to them. Besides, this study proved that Celebrity-Brand fit plays an important mediator role in this such relationship. This is an important guide to help businesses improve the effectiveness of their brands advertising campaigns.
The present investigation used the transfer‐meaning model to assess the influence of rescue workers meaning after a major catastrophic event. Specifically, we examined the influence of rescue workers meaning on subjective norms and attitudes towards being voluntarily involved in civic activities and the influence of these on online and offline civic engagement intention. 300 Mexican undergraduate and graduate students completed a battery of questionnaires assessing meaning transfer, subjective norms, attitudes and behavioural intentions towards offline and online civic engagement. Results showed a significant positive effect of rescue workers meaning on subjective norms and attitude towards being voluntarily involved in civic activities. In addition, subjective norms and attitudes were significant antecedents of offline and online civic participation intention. The theoretical and managerial implications of our results were discussed.
Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. Most scholars have adopted the meaning transfer model, proposed 30 years ago by Grant McCracken, as the most appropriate theory to explain effective celebrity endorsements. In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories (source credibility, source attractiveness, match‐up hypothesis, and meaning transfer model) and thus show that each theory constitutes an effective construct for a particular set of endorsements. We argue that, contrary to the assertion in the literature, no single theory is able to holistically explain celebrity endorsements. Only a comprehensive framework comprising all theories can explain the great variety of different celebrity endorsements executed in advertising praxis. Moreover, we present a prescriptive framework that allows marketers to identify the most effective celebrity endorsement strategy based on a product's or brand's value proposition, as we believe traditional product categories are no longer an appropriate concept on which to base an effective advertising strategy.
Purpose
The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic.
Design/methodology/approach
The research was divided into two stages: the first was a systematic review of literature, and the second consisted on complementary information based on the generation and analysis of the maps elaborated by the VOSviewer software based on the data collected. The searches for the data occurred between the months of January and March of 2017.
Findings
The paper provides a decentralization framework in terms of authors regarding the celebrity endorsement. The country with the largest number of research works in the area is the USA; also, the paper reveals the most cited document, also the main journals about the theme, the main keywords, the main authors and their discussions. Thereafter, the paper presents tables containing the main author’s and respective theme inside celebrity endorsement.
Research limitations/implications
One possible limitation of the research is that it was performed only in the Scopus database, and it may be suggested as future searches that other databases are included as well.
Practical implications
The results of this paper can serve as a facilitating guide for researchers and for managers that want to know more about the topic.
Originality/value
A categorization table was proposed containing the subthemes of celebrity endorsement that were discussed in the last 20 years and a list of their respective authors, including the following subjects: cultural comparison, congruence, adverse effects, efficacy and intention to purchase, marketing destinations, social media, models and reviews, multiple endorsements, social policy, values of brand/economic.
The qualitative research aims to develop an understanding of how consumers view the celebrity as a brand and also to measure and compare the celebrity equities. This research applies associative network theory to identify the celebrity association networks residing in the minds of the consumers using Brand Concept Maps (BCMs) methodology. It also measures the celebrity equity by measuring the relative strength, favourability and uniqueness of the associations. Three celebrities from different professions are selected for this study. Data for the construction of BCMs have been obtained from 50 respondents. The associations are shown on BCMs, and their structure has been analysed using general and central characteristics. Celebrity equity is measured using Krishnan (1996, International Journal of Research in Marketing, 13(4), 389–405) methodology. The results reveal that consumers link five categories of associations with a celebrity, namely professional associations, public-image-related associations, social responsibility- and ethics-related associations, lifestyle associations and negative associations. Further, the celebrities are found to have strong brand equities, but their relative equities differ from each other. This study reveals that the managers need to consider a wide range of associations for measuring celebrity equity. It also provides academicians and celebrity managers with a new methodology for measuring celebrity equity.
Previous research on advertising effectiveness of celebrity endorsers has applied immediate measures only and neglected delayed effects, although the literature suggests that endorser traits, such as attractiveness or expertise, trigger either cognitive or affective processes that do not necessarily occur immediately and simultaneously. In order to fill this research gap, this study applies the affective-cognitive framework and investigates immediate versus delayed effects of celebrity endorsers' attractiveness and expertise on attitude towards brands (as related to transformational products). The results show that attractiveness is the dominant driver in the immediate condition, whereas in the delayed condition a high expertise exerts its influence. High expertise is particularly effective when the celebrity endorser is highly attractive, whereas the impact of less attractive celebrity endorsers with low expertise can even worsen over time.
Corporations sponsoring causes may hope to create the appearance of "good citizenship." Using attribution theory, the authors develop and test a cognitive explanation of sponsorship effects. Results of the experiment suggest that a good fit between a company and the cause it sponsors generates consumer attributions of altruistic sponsor motives and enhances sponsor credibility and attitude toward the sponsor. Mediation analysis results indicate that congruence effects on sponsor attitudes were mediated by sponsor credibility.
Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility.
Two studies are presented that examine the role of attractiveness and expertise in the “match-up hypothesis.” Much “match-up hypothesis” research has focused on physical attractiveness. Study One examined physical attractiveness as a match-up factor and its impact on brand attitude, purchase intent and key brand beliefs. In a 2 × 2 experiment, endorser attractiveness and product type are manipulated. Results indicated a general “attractiveness effect” on brand attitude and purchase intent but not the match-up predicted in previous literature. Study Two considered expertise as the match-up dimension. The second experiment manipulated product and endorser type. A match-up effect was found as the athlete was most effective as an endorser for the energy bar in increasing brand attitude, but not purchase intent. The variable “fit,” or “belongingness,” was shown to play an important role in match-up effects.
The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.
In cause-related marketing (CRM), a company agrees to donate money to a charity each time a consumer engages in a revenue-producing transaction with the firm. Since the company benefits first before any obligation to donate is accrued, consumers might perceive this practice to be less altruistic than an unconditional donation to a cause. If so, CRM could backfire, injuring corporate image. This study investigated the effects of type of donation (conditional or not conditional upon corporate revenue) and reputation of the firm making the donation (firms described as scrupulous, average, or irresponsible in the discharge of their social responsibility) on consumer regard for the firm; perceived mercenary intent of the firm; and whether the social performance of the company is consistent with "good" management. Consumer responses were predicted based on the contrast effect and attribution theory. Results suggest that irresponsible firms increased their favor with consumers by pursuing either type of donation. The average firm enhanced its image by pursuing an unconditional donation, but a conditional donation did not damage firm image. Perception of the scrupulous firm was little changed after unconditional donation, but a scrupulous firm suffered a loss of favor by pursuing CRM. It is concluded that the average firm does not risk a loss of public goodwill when using CRM.
As the nonprofit sector becomes increasingly competitive, it is critical for nonprofit service organizations to become more brand centered and to differentiate themselves in the marketplace. The two studies show that high-fit sponsorship programs between nonprofit service firms and businesses positively influence brand identity via broad associations and brand meaning, brand response, and brand relationships through specific associations. Conversely, low-fit sponsorship programs are likely to hinder nonprofit brand management strategies by negatively affecting brand identity, brand meaning, brand response, and brand relationships. Finally, the results reveal that nonprofit service organizations can use supportive communications to counter the risks of strategic alliances with low-fit businesses.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Having recognised the growing importance of charitable donation and sophisticated advertising techniques in charity advertising, this study examines message framing, vividness congruency and statistical framing in promoting charitable donations. A between-subjects experiment is conducted to test proposed hypotheses in the context of a child poverty-orientated charity. The overall results indicate that vivid presentation strengthens framing effects on advertising persuasion when it is congruent with the framed message. These effects are especially salient when both are presented negatively. Statistics presented in a format where a small number is employed are found to facilitate effects of the negatively framed message with a negative case story. Alternatively, statistics presented with a large number increase the advertising influences of the positively framed message with a positive case story. Based on the findings, managerial implications for fundraising and possibilities for future research are discussed.
Corporate social responsibility (CSR) is often used as a key criterion in gauging corporate reputation. This research examined
the influence of consumers’ attributions on corporate outcomes in response to CSR. Researchers and managers have considered
consumers’ beliefs about CSR initiatives to be simplistic, serving either economic ends or reflecting sincere social concerns.
The results of two studies established that consumers’ attributions were more complex than traditionally viewed, mirroring
many of the motives ascribed to companies by managers and researchers. Rather than viewing corporate efforts along a self-
or other-centered continuum, consumers differentiated four types of motives: self-centered motives that are strategic and
egoistic and other-centered motives that are values driven and stakeholder driven. Consumers responded most positively to
CSR efforts they judged as values driven and strategic while responding negatively to efforts perceived as stakeholder driven
or egoistic. Attributions were shown to affect purchase intent as well as mediate the structure of an offer.
One factor that research has identified as a critical determinant of consumers willingness to buy a new product or brand is the perceived risk associated with the purchase. Consequently, a better understanding of the factors affecting consumers' perceptions of the financial and performance risk entailed by the purchase of a new brand is of both theoretical and pragmatic importance. Previous research has suggested that a new product's price affects consumers' perceptions of risk. The current article extends and integrates previous research by proposing that the effect of price on consumers' perceptions of risk is moderated by two communication factors: message framing and source credibility. The results of an experiment support the predictions that the influence of price on consumers' perceptions of performance risk is greater when the message is framed negatively or the credibility of the source is low. In addition, the results support the prediction that the effect of price on consumers' perceptions of financial risk is greater when the message is framed positively.
Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsorevent fit also has interaction effects with perceived status of the event and personal interest in the event. The implications of these findings for sponsors and event managers are examined, and future research directions are outlined.
Presents a summary and synthesis of the author's work on attribution theory concerning the mechanisms involved in the process of causal explanations. The attribution theory is related to studies of social perception, self-perception, and psychological epistemology. Two systematic statements of attribution theory are described, discussed, and illustrated with empirical data: the covariation and the configuration concepts. Some problems for attribution theory are considered, including the interplay between preconceptions and new information, simple vs. complex schemata, attribution of covariation among causes, and illusions in attributions. The role of attribution in decision making and behavior is discussed. (56 ref.) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This research examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product. Participants in two experiments examined written endorsement advertisements and were asked to infer the extent to which the endorser truly liked the advertised product and to rate the endorser's attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the advertisement, the endorser and the product were also measured. The resulting model indicated that product attitudes were predicted by inferences about the endorser's liking for the product and by attitudes toward the endorser.
Recent research has identified attitude toward the ad (AAd) as an important construct mediating the effects of advertising on brand attitude and purchase intention. To date, however, little attention has been directed toward explaining the origins of AAd. The authors present the latest version of a theory of AAd formation, report the results of an empirical test of a portion of that theory, and offer further refinements to the theory based on the observed results. Implications of the findings for advertising practice are discussed.
Three experiments, with 60 undergraduates, examined what types of events instigate causal reasoning and what effects causal reasoning has on the subsequent use of information stored in memory. Ss were shown descriptions of behaviors performed by hypothetical characters, wrote brief continuations, and were given a surprise recall test on the behavior description phrases. Memory and use of explanatory content were assessed. Results indicate that unexpected events elicit causal reasoning and that causal reasoning produces relatively elaborate memory representations of these events so that they are more likely to be recalled. Findings are discussed in terms of the role of causal reasoning during acquisition, retention, and retrieval in social memory tasks. (41 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Celebrity endorsement’ is a strategy that is gathering increasing momentum in attempts to develop public awareness of the plight of the poor. 1
We say below the goal of endorsement is not necessarily donations but political commitment.
Understanding of public perceptions is clearly important for international organizations seeking to make use of celebrity in furthering their causes. This paper reports the results of a preliminary survey conducted among 100 members of the Irish public to evaluate levels of awareness of celebrity involvement in international development work and the public's opinions about such involvement. The survey instrument was semi‐structured with some open‐ended questions. The focus was on respondents' ability to identify celebrities associated with such work, and to elicit their opinions on those celebrities' perceived aims, knowledge of international development, and influence upon the respondent. It also requested opinions of the value of celebrity involvement more generally. The results suggest that respondents are generally able to distinguish between celebrities and their various causes. Most found their involvement to be valuable in raising the profile of charities, though only a small number claimed to be personally influenced by such activity. The respondents were fairly cynical as to the motives of most celebrities, whose involvement they felt served their own aims—namely publicity—first and foremost.
Most respondents were more likely to be influenced by their perceptions of the character of the celebrity rather than their causes. They respected celebrities they felt were genuinely committed to the causes they espoused, but paradoxically, they felt such commitment was best demonstrated by the celebrity keeping a low profile and not actively seeking publicity. Long‐term commitment to a given cause was also highly regarded. The results are discussed with regard to theories of social persuasion and the dilemma's facing celebrities who get involve in endorsement of charity aid or campaigns. More research is necessary to substantiate and further develop our findings.
Copyright ©2009 John Wiley & Sons, Ltd.
This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical, unethical and ethically neutral. It is found that firms initially perceived as ethical are least likely to be seen as having ulterior motives for running a cause-related marketing campaign, whereas firms initially perceived as unethical are most likely to be suspected of having ulterior motives. However, it is also found that firms perceived as ethically neutral gained the most from a cause-related marketing campaign
The author investigates the effectiveness of selected credibility enhancement devices in increasing the intent to purchase a brand which has a unique attribute, but is advertised by a firm with no reputation in the specific product category. The credibility enhancers tested are documentation of advertising claims, advertising self-regulation, and government regulation. Findings of the study demonstrate that implementation of these credibility enhancers can be valuable in bolstering a firm's influence and overcoming a no-reputation liability.
Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems. These institution heads are taking their first, tentative steps toward marketing, often confusing it with its advertising and selling sub-functions. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice president.
Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond ro it. In this study, the authors explore in depth how consumers think and feel about cause-related marketing. They develop a framework of consumer responses that includes a typology of consumers. The authors also discuss implications for research, business find nonprofit marketing, and public policy.
This study proposes a theory of the combined influence of corporate and endorser credibility. Participants assessed the credibility of the companies and spokespersons as well as their attitudes toward the ads and brands, and their intent to purchase the advertised product. The covariance matrix was subjected to a path analysis. The model fit the data, and the findings corroborated prior research indicating that both types of source credibility have an impact on attitudes and purchase intentions albeit a differential one. The results suggest that the Dual Credibility Model partially predicts and explains advertising effectiveness for these dual sources of credibility.
This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis non-parametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model' composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.
The author examines company advertising campaigns with social dimensions and compares them to matched standard, or nonsocial, campaigns. The author investigates the managers' objectives for the campaigns with social dimensions, examines the processes creating them, and develops a model for explaining success factors. Most campaigns have mixed objectives, both economic and social, which have many implications. Although these campaigns are not particularly effective in achieving traditional economic objectives, such as increasing sales, they are highly effective in achieving company-oriented objectives, such as motivating the work force or communicating the essence of the company's mission. Drawing on research and theory related to organizational identification, the author discusses causal mechanisms underlying social campaigns' effectiveness with company-oriented objectives and presents directions for further research. Ethical considerations and managerial implications are discussed, as well.
Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems. These institution heads are taking their first, tentative steps toward marketing, often confusing it with its advertising and selling subfunctions. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice president.
Though most observers acknowledge that consumers make inferences among product attributes, the influence of such inferences on product evaluation is much less clear. Study respondents evaluated products for which information on one of two attributes was systematically omitted. A general model is built to estimate the directional effect of inferences on product evaluation. The effect of inferences to a missing attribute is statistically significant and in the expected direction. In one case, the marginal value of the remaining attribute (price) reverses in sign because of an inference. Thus, inferences are theoretically important and a potentially troublesome issue in the modeling and measurement of consumer choice processes.
The author investigates the effectiveness of selected credibility enhancement devices in increasing the intent to purchase a brand which has a unique attribute, but is advertised by a firm with no reputation in the specific product category. The credibility enhancers tested are documentation of advertising claims, advertising self-regulation, and government regulation. Findings of the study demonstrate that implementation of these credibility enhancers can be valuable in bolstering a firm's influence and overcoming a no-reputation liability.
Uses a qualitative research method (depth interviews) to examine the multidimensionality of beauty and then uses a quantitative research technique (factor analysis) to propose a scale to measure beauty. Based on the results from these procedures, concludes that beauty is certainly more than skin deep. Physical attractiveness may be the initial criterion on which people evaluate beauty but the evidence indicates that values, habits, personality, and behavior are the "soul'' of beauty - essential ingredients in the creation of a truly beautiful person.
Past sponsorship research has primarily focused on awareness building strategies, and has virtually ignored brand image issues. As a result, little guidance is available for firms that seek to use sponsorship opportunities to aid in brand positioning. This study reports the results of an experiment using undergraduate student subjects, who assessed the degree to which a sporting event's image was transferred to a brand through event sponsorship activity. Subjects in the sponsorship pairing treatment were more likely to report similarities on brand-event personality components than subjects who were not exposed to the event-brand sponsorship link, thus supporting the notion that sponsorship results in image transfer. Further, we found that when event and brand are matched on either an image or functional basis the transfer process is enhanced. Management implications for sporting event sponsorship and future research directions are discussed.
Recent growth in the U.S. economy has been in the service sectors, and increased understanding of the marketing and advertising of services is critical to sustaining this growth. This paper investigates issues related to the advertising of common retail services. Results from an empirical study into the relative effectiveness of four types of spokespersons for a hedonic and a utilitarian retail service indicate that a created character fits well with the hedonic service but not with the utilitarian service. The celebrity spokesperson performed well for both types of services, but effects varied across service type. The hypothesized contingency relationship between spokesperson type and service type was supported.
Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunately, models of how social marketing theory and practice should evolve have not been forthcoming, severely limiting the development of appropriate media usage strategies. This paper seeks to resolve this dilemma, in part, via discussion of how social marketing goals and objectives are challenged and advanced in this new environment. Advertisers must face inherent opportunities and challenges, as failure to do so will leave social agendas unfinished or unresolved, particularly as new and younger generations become principal targets. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Advertising is the property of Warc LTD and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
A persuasive message on the subject of international maritime boundaries was presented in pamphlet form to 1055 students in four countries. Trustworthiness and expertise of the source were manipulated in a 2 x 2 x 4factorial design of the after-only type to assess the relative impact of each component on the communicator's persuasiveness. Main effects were found for both country and trustworthiness. Overall, the expert and trustworthy source generated the most opinion change. However, the trustworthy communicator was more persuasive, whether expert or not.
A variety and range of imaginary social relationships with celebrities appearing in television commercials were explored using ethnographic interviews and self‐reflective reports of 60 informants. Interpretation of the descriptions suggests that viewers’ responses to celebrity appearances in television commercials go beyond emulation toward pseudo‐social interactions. These interactions can provide great meaning to a viewer involved in an imaginary social relationship with a celebrity appearing in a commercial. This research demonstrates that even when viewers are skeptical of the advertisement, they may reach beyond the intended message where the confluence of information, gossip, and prior exposure to the celebrity converge. This activity becomes part of the individual's social construction of reality.
Promotional clutter makes it extremely difficult for hospitality firms to capture the attention of prospective buyers with sales messages. One way firms attempt to penetrate clutter is by utilizing an effective celebrity endorser. When the proper celebrity endorser is selected to represent a firm, sales and brand image can be significantly bolstered. Conversely, selecting an inappropriate celebrity endorser severely reduces sales and brand reputation. This research study collected data from a convenience sample of 213 adults in the USA and found that trustworthiness, expertise, and genuine support are important characteristics for an effective celebrity endorser to possess. Further, the findings confirm that a match between the celebrity's and company's image and values and the celebrity being perceived by the buyer as part of his/her reference group are also statistically significant characteristics of an effective endorser.
Presents a model which identifies factors that influence the creation of an event’s image. Uses theoretical perspectives from the celebrity endorsement literature to suggest that an event’s image associations are transferred to the sponsoring brand through event sponsorship activities. Discusses moderating variables impacting the strength of the meaning transfer and attitude towards the brand. Offers future research directions in the form of research propositions.
This case study examines the use of celebrity endorsement in the formation of the retail image of leading European grocery distribution group J. Sainsbury, in particular, the process of transference of celebrity images to the product’s image. The incorporation of Jamie Oliver (well known as television celebrity The Naked Chef) into the promotions of one of Britain’s leading grocery chains involves a high profile campaign that has been adopted in order to imbue the company’s products with an image of quality. The success of the campaign has been replicated in New Zealand by another grocery retail “giant”, Foodstuffs, who have also adopted The Naked Chef to endorse their products. The case draws on field research with consumers and key informant interviews with advertising agency personnel who identified the criterion for the choice of Jamie Oliver. The extent to which the market place recognises and consumers associate themselves with the image Jamie projects as a celebrity endorser for J. Sainsbury is explored.
Purpose
The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations.
Design/methodology/approach
This is a quantitative study. Data have been collected through personal interviews at households using the random route sampling technique. The sample is formed by consumers of insurance and personal hygiene products, using different brand‐social cause combinations. Data have been analysed through structural equation modelling and multigroup analysis to test the moderation hypotheses.
Findings
Findings show that altruistic consumers use mainly altruistic attribution to form their judgement on brand credibility in CrM messages, whereas non altruistic consumers base their assessment on cause‐brand fit.
Research limitations/implications
Real brands have been used in the empirical study and thus further research should replicate the study with fictional brands in order to avoid the effect of consumer prior information.
Practical implications
The findings have relevant implications for CrM campaign managers in helping them to understand how to increase brand credibility in CrM messages. They should emphasize altruistic motivations if their target comprises more altruists or brand‐cause fit if non‐altruists outweigh.
Originality/value
This study contributes to the literature by making explicit the moderating role of altruistic values on two antecedents of brand credibility (cause‐brand fit and altruistic attributions) in a CrM campaign.
Two studies examine celebrity endorsers in a nonprofit context. In Study One a framework is developed incorporating connection (congruence), source credibility, involvement, and gender as key elements in understanding the impact of celebrity endorsers on nonprofit advertising effectiveness. Hypotheses are tested in the course of the studies that manipulate celebrity connection and advertising involvement. Results support the primary model viewing a relationship between the celebrity's connection, source credibility, and intention. Study Two verifies the connection and source credibility findings of Study One, but cannot confirm the impact of the celebrity connection on intention. Study Two includes attractiveness as a source credibility dimension, and increases the number of endorser types. An attractiveness main effect on intention is identified.
Currently charities have to depend more on individual donors and less on the government for funding. Hence, understanding the individual donor and what motivates them to contribute to charities is something, which has been of increasing interest to nonprofit marketers. In this article, a path model for the charitable donation process of a religious individual is developed and tested. The variables that are used in the model are religiosity, attitude towards helping others (AHO), attitude towards charitable organizations (ACO), attitude towards the advertisement (Attad) and behavioral intentions (BI). The results suggest that AHO by itself does not cause BI. Altruistic people need to be targeted with an appropriate advertisement message. Since religiosity is an important causal variable for AHO, segmenting and targeting individuals who are religious would be pertinent. Attempts to build favorable ACO would also be worthwhile.
Religiosity
Charitable donation intentions
Charity advertisements.
Path model for predicting intentions to donate.
Copyright
Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as cause-related marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to the brand. Using Attitude Accessibility, Congruity, and Information Integration Theories, this study empirically tests a model to evaluate the impact of cause–brand alliances on subsequent attitudes toward both partners. The results of the study (n = 463) support the assumption that attitudes toward both the cause and the brand can be enhanced as a consequence of an alliance if perceptions of the alliance are favorable. Furthermore, the cause appears to benefit from the alliance to a greater extent than the brand. The study supports the notions that the fit between partners plays a pivotal role in consumer acceptance of the alliance as plausible and that familiarity with the cause moderates the effectiveness of the alliance. These results represent a necessary step in developing a theoretical model to explain the effects of a cause–brand alliance on both partners. © 2004 Wiley Periodicals, Inc.
Consumers respond more positively to marketing efforts, like celebrity endorsements and sponsorships, when the image of the sponsoring company or brand is compatible with the celebrity or sponsored event.
The authors explore the concept of compatibility within a cause-related marketing context. The results of an experiment confirm the role of sponsor/cause compatibility for the creation of positive consumer perceptions of the donor, and highlight the importance of individual characteristics that affect perceptions of the cause and its compatibility with a donor. Theoretical and strategic implications and future research directions are discussed.
Copyright
This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.
The benefits to a corporate sponsor of two types of philanthropic activities - cause promotions and advocacy advertising - are examined. Results from four laboratory studies indicate that perceptions of corporate sponsorship responsibility (CSR) are affected by consumers' elaboration levels. Consumer perceptions of CSR are more favorable for cause promotions, which do not receive much elaboration, than they are for advocacy advertising, which prompts more elaboration. In addition, perceived congruence between the sponsor and the social issue is shown to moderate these effects: higher congruence between the sponsor and social issue increases favorable ratings of CSR for cause promotions, but only if elaboration on the sponsorship activity is facilitated. On the other hand, lower congruence increases favorable ratings of CSR for advocacy advertising as long as elaboration on the sponsorship is not constrained. We also find that higher congruence enhances CSR ratings if participants are primed to focus their attention on the sponsor brand, while lower congruence enhances CSR if participants are primed to focus their attention on the social issue.