Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

IF 3.6 3区 管理学 Q2 BUSINESS
Abul Kalam, Chai Lee Goi, Ying Ying Tiong
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引用次数: 0

Abstract

Purpose

The purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.

Design/methodology/approach

The survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.

Findings

The results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.

Research limitations/implications

This study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.

Practical implications

Brand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.

Social implications

The brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.

Originality/value

The study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

名人代言人和社交媒体影响者对消费者宣传和关系意向的杠杆作用--多元调解分析
目的本研究旨在探讨主流名人和社交媒体影响者对消费者宣传和关系意向的比较效应。本研究还探讨了这些关系的直接和串联中介效应。设计/方法/途径本研究使用调查问卷收集了马来西亚各地 718 名受访者的数据,并采用了便利抽样和滚雪球抽样技术。数据通过 AMOS 24 版本的结构方程建模(SEM)方法进行分析。研究结果表明,名人代言人对社交媒体的参与会显著影响社交媒体的使用,这也会影响消费者的态度,进而影响消费者的关系和宣传意向。研究发现,主流名人和社交媒体影响者有效地推广了品牌,并且发现他们对所分析的关系的影响存在不明显的差异。研究局限/启示本研究以马来西亚的消费者为研究对象,对其他国家的消费者可能会产生不同的影响。社会意义品牌社区可以通过分享和管理来自名人的关键信息以及使用社交媒体来加强他们的社会纽带。
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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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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