Exploring the Perception of Influencers Vs. Traditional Celebrities: Are Social Media Stars a New Type of Endorser?

Jan-Frederik Gräve
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引用次数: 59

Abstract

The growing popularity of social media networks enables individuals to acquire large audiences of up to several million people on these platforms. Companies are starting to recognize this potential especially for young target groups, and to hire these so-called 'influencers' as endorsers in social media; these individual influences sometimes even take the place of traditional celebrities in corporate advertising. The question arises whether there is a difference in perception between these two types of endorsers and if so, which moderators influence these perceptions. In this study we explore consumers' general perception of social media influencers compared to traditional celebrities. We conduct an online survey with 590 respondents who were asked to rate 14 influencers and traditional celebrities in pairwise comparisons regarding their similarity. We apply multidimensional scaling (MDS) and find substantial differences in perceptions between the two groups. Additionally, we apply property fitting with evaluations regarding six different characteristics determining endorser effectiveness. While in total traditional celebrities are evaluated more favorably, this difference diminishes for high levels of familiarity and even reverses for perceived trustworthiness and similarity to oneself. The results indicate that marketers should carefully distinguish between influencers and traditional celebrities for endorsements, as systematic differences in perceptions between the groups are likely to have an impact on endorser effectiveness. Further research is needed to investigate which moderators (e.g. advertising type, product category) influence the perception and subsequently the endorsement effectiveness of the two types of endorsers.
探索网红与传统名人的看法:社交媒体明星是一种新型的代言人吗?
社交媒体网络的日益普及使个人能够在这些平台上获得多达数百万人的大量受众。公司开始意识到这种潜力,尤其是在年轻目标群体中,并聘请这些所谓的“影响者”作为社交媒体的代言人;这些个人影响力有时甚至取代了传统名人在企业广告中的地位。问题来了,这两种类型的赞助者之间的感知是否存在差异,如果存在差异,哪些调节因素会影响这些感知。在这项研究中,我们探讨了消费者对社交媒体网红和传统名人的普遍看法。我们对590名受访者进行了一项在线调查,他们被要求对14位网红和传统名人的相似度进行两两比较。我们应用多维尺度(MDS)并发现两组之间的感知存在实质性差异。此外,我们应用属性拟合评估关于六个不同的特征决定背书有效性。虽然总体而言,传统名人的评价更有利,但这种差异在高度熟悉的情况下会减弱,甚至在感知可信度和与自己相似的情况下会相反。结果表明,营销人员应该仔细区分网红和传统名人的代言,因为群体之间的认知系统差异可能会影响代言的有效性。需要进一步的研究来调查哪些调节因素(例如广告类型、产品类别)会影响两种类型的代言人的感知和随后的代言效果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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