The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-04-14 DOI:10.1080/10496491.2022.2060416

S. Purohit, Nilesh Arora

{"title":"The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective","authors":"S. Purohit, Nilesh Arora","doi":"10.1080/10496491.2022.2060416","DOIUrl":null,"url":null,"abstract":"Abstract The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual’s purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher’s best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.","PeriodicalId":16879,"journal":{"name":"Journal of Promotion Management","volume":"28 1","pages":"1257 - 1279"},"PeriodicalIF":0.0000,"publicationDate":"2022-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Promotion Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10496491.2022.2060416","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 7

Abstract

Abstract The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual’s purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher’s best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.

查看原文本刊更多论文

名人代言促销的社会影响:重新审视消费者的视角

摘要现存的名人代言文献缺乏评估推广效果的多维方法。此外，社会影响力在名人代言和推广效果中的作用还有待探索。为了填补这一文献空白，本研究采用多维方法来评估影响背书有效性的因素。偏最小二乘结构方程模型（PLS-SEM）应用于从409名受访者收集的数据，结果显示，社会影响和代言人认同对个人的购买意愿、态度、名人依恋和感知名人可信度产生了实质性的积极影响。据研究人员所知，本研究中使用的理论框架首次实证验证了社会影响在名人代言和购买意愿效力仲裁中的作用。这些发现对于营销经理制定适当的促销策略至关重要。讨论了对理论和实践的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.