Relevant bibliographies by topics / Celebrity endorsement

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Celebrity endorsement'

Author: Grafiati
Published: 4 June 2021
Last updated: 26 October 2023

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Journal articles on the topic "Celebrity endorsement"

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Agrawal, Jagdish, and Wagner A. Kamakura. "The Economic Worth of Celebrity Endorsers: An Event Study Analysis." Journal of Marketing 59, no. 3 (July 1995): 56–62. http://dx.doi.org/10.1177/002224299505900305.

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Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
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Cocker, Hayley, Rebecca Mardon, and Kate L. Daunt. "Social media influencers and transgressive celebrity endorsement in consumption community contexts." European Journal of Marketing 55, no. 7 (March 8, 2021): 1841–72. http://dx.doi.org/10.1108/ejm-07-2019-0567.

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Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community. Findings This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand. Research limitations/implications This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context. Practical implications The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression. Originality/value The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.
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Gauns, Karuna Krishna, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat, Ruey Feng Chen, and Ling-Chen Chang. "Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa." IIM Kozhikode Society & Management Review 7, no. 1 (December 21, 2017): 45–58. http://dx.doi.org/10.1177/2277975217733897.

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Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.
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Zhang, Ke, and Kineta Hung. "The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing." Sustainability 12, no. 15 (August 2, 2020): 6215. http://dx.doi.org/10.3390/su12156215.

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Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of the brand. This has given rise to “natural celebrity-brand association” that features celebrities using the brand in real-life settings, which is usually presented on social media rather than mass media. Using a boot-strapping approach, the study contrasts the effects of natural and commercial endorsements (i.e., natural vs. advertising, natural vs. product placement) on consumer brand responses. Results showed that natural celebrity–brand association exerts superior effects. Further, the mediating variables, para-social interaction (PSI) and its drivers (celebrity attractiveness, consumers’ perceived homophily with the celebrity), which reflect consumer’s emotional connection with a celebrity, also exert significantly stronger effects in the natural (vs. commercial) endorsement context. This research provides insights for advertisers and marketers in exploring new patterns of brand presentation forms in advertisements and gaining competitive advantage in sustainable marketing.
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Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (October 1, 2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.

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The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.
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Calvo-Porral, Cristina, Sergio Rivaroli, and Javier Orosa-González. "The Influence of Celebrity Endorsement on Food Consumption Behavior." Foods 10, no. 9 (September 19, 2021): 2224. http://dx.doi.org/10.3390/foods10092224.

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“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether consumers’ food purchase intention and consumers’ willingness to pay a premium price is influenced by celebrity endorsement. For this purpose, an empirical study is developed through Structural Equation Modeling (PLS-SEM) based on data gathered from 316 consumers who read celebrity recommendations. Findings report that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the product being recommended, and by the celebrity credibility. Interestingly, celebrity recommendations show a similar influencing pattern both for consumers’ food purchase intention and consumers’ willingness to pay a premium price for food. The major contribution of this research is to show that congruence is the main route by which celebrity endorsement influences food consumption behavior.
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Aljasir, Shuaa. "Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users." Journal of Creative Communications 14, no. 1 (February 10, 2019): 15–30. http://dx.doi.org/10.1177/0973258618822608.

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This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.
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Huang, Rong. "Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms." Lecture Notes in Education Psychology and Public Media 6, no. 1 (May 17, 2023): 838–43. http://dx.doi.org/10.54254/2753-7048/6/20220818.

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The Internet's development has transformed society by making communication more efficient than ever before and creating disruptive and significant changes to the marketing model. Based on the observation that Chinese male celebrities have been frequently appearing in lipstick endorsement activities, this study provides a qualitative analysis of consumer feedback on Chinese male celebrity endorsement of lipstick on social media platforms. By observing the commercials of Guerlain's lipstick on Weibo and RED, consumers generally recognize the story and meaning constructed by the brand and its spokesperson. Results show that male celebrity's attraction and stories are significantly impacting the purchase intent. These findings contribute to the literature on celebrity endorsements, charismatic influence, and gender stereotypes.
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Fan, Fei. "Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities." Young Consumers 22, no. 2 (February 22, 2021): 169–84. http://dx.doi.org/10.1108/yc-10-2020-1224.

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Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers. Design/methodology/approach In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies. Findings Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers. Research limitations/implications The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement. Practical implications We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type. Originality/value This is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.
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Mehmood, Asim, Sajjad hussain, and Azhar Naeem. "Impact of Celebrity Endorsements on Brands." International Journal of Circular Economy and Waste Management 2, no. 2 (July 1, 2022): 1–10. http://dx.doi.org/10.4018/ijcewm.306212.

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Celebrity endorsement is a very popular marketing type that has dominated the industry. This research paper analyses the impact of celebrity endorsement on brands. This form of marketing became common since television was born. It involves the feature of celebrities in the commercials to help people develop a connection with the brand. Three important attributes discussed in this paper are; brand perception, brand loyalty, and the buying behaviour of the consumer. This study also sheds light on a growing trend of endorsements by celebrities in Pakistan with the youth being the main focus of marketers as these days; they are the ones who seem most impacted by this marketing approach. There are several objectives associated with celebrity brand endorsements. These objectives include the determination of the relationships that exist between the two main variables namely; celebrity endorsement and customer values.
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Dissertations / Theses on the topic "Celebrity endorsement"

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Aspa, Jukka Kimmo Antero. "Celebrity endorsement in marketing communications." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Broman, Hedda. "Celebrity Endorsement : En kvalitativ analys av Viktväktarnas reklamfilmer." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120596.

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Uppsatsen syfte är att analysera vad det är för skillnader med att marknadsföra en produkt eller tjänst med eller utan Celebrity Endorsement. Jag har även analyserat hur varumärket framställs genom att använda Celebrity Endorsement metoden. För att förtydliga min analys har jag granskat två reklamfilmer av Viktväktarna. För denna uppsats har jag valt hermeneutik som vetenskapsteoretisk utgångspunkt.  Mina frågeställningar är: På vilket sätt använder sig Viktväktarna av Celebrity Endorsement? Hur framställs Viktväktarna som varumärke i reklamfilmerna? På vilket sätt skiljer sig de två reklamfilmerna? Finns det gemensamma faktorer mellan reklamfilmerna? Reklamfilmerna är från två olika kampanjer men båda har som syfte att skapa efterfrågan på Viktväktarnas tjänster. Den ena reklamfilmen presenterar Leila Lindholm och Shirley Clamp som nya ambassadörer för Viktväktarna. Den andra reklamfilmen föreställer en ung kvinna som berättar sin personliga erfarenhet med Viktväktarna. För att genomföra undersökningen har jag bland annat använt mig av teorier som aspirationsgrupp, identifikation, symbolisk interaktionism och psykologiska övertalningsprinciper. I relation till teorierna har det empiriska materialet analyserats med två kvalitativa metoder: narrativ filmanalys och kritisk diskursanalys. För att kunna se potentiella skillnader har jag applicerat narrativ filmanalys och kritisk diskursanalys på båda reklamfilmerna och jämfört resultatet. Resultatet av studien visar att användandet av Celebrity Endorsement har påverkat Viktväktarnas sätt att presentera deras varumärke och tjänst. I reklamfilmen som använder Celebrity Endorsement har utseende en central roll och varumärket framställs som ytligt. Reklamfilmen utan Celebrity Endorsement fokuserar mer på produktinformation och framställs som ett hjälpsamt, behagligt och effektivt varumärke.
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Saouma, Joulyana, and Dimed Chabo. "Celebrity Endorsement : Hidden factors to success." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241.

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Abstract

The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a certain celebrity are most important and crucial in consumers’ perceptions, in the case of negative publicity.

Purpose: The purpose of this thesis is to study which factors consumers find important for a company to consider when a celebrity gets negative publicity, to maintain successful brand recognition.

Literature review: The use of previous studies within the field of celebrity endorsement clarifies many important aspects when it comes to celebrity endorsement and this chapter is elaborated from 4 different perspectives; Company, Celebrity, Brand and Consumer. Based on previous studies, the authors identified 6 crucial attributes when using celebrities as endorsers and this can also be seen as a pre-study that the research process has been based upon. Furthermore, the 6 attributes are chosen from the three first mentioned perspectives in order to be able to fulfil the purpose. Hence, this thesis is conducted from a consumer’s point of view.

Method: A quantitative method is used in this thesis since the authors want to base the results on collected data that is expressed in numbers and also to generate a general apprehension in this phenomenon. Moreover, the combinations containing the 6 attributes are used in the conjoint experiment.

Conclusions: It was proven in this study that consumers do get affected by celebrities as endorser, when the attributes from the literature review are in a combination. But, the consumers’ perception of the attributes differs in different cases. However, the main finding was that there are two crucial attributes, trustworthiness and expertise that companies should take into account when using celebrities in their advertising campaign.

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Noyer, Camille, and Majo Stéphane Di. "Exploring brands celebrity endorsement on Facebook." Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-37164.

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Kheder, Mohammad. "Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-71300.

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Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. investigating the effects of celebrity endorsement on consumers' willingness to pay. The topic is examined through a qualitative method and inductive approach is adopted to proceed with the study. Secondary data is collected through journals, online publications and forms the background knowledge of the study. Primary data is obtained through eight semi-structured interviews conducted with a sample comprising 5 football players located in the Norrbotten County. The outcomes indicate that 4 out of 5 respondents are willing to pay a higher price for the football shoes and equipment endorsed and promoted by the famous football players. However, the willingness to pay varies due to income and substitution effects in different situations. However, it may be concluded that celebrity endorsed products substantially influence the buyers' behavior to buy.
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Eltom, Hadia. "Celebrity Endorsement Branding : Linking Fragrances to Celebrities." Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1337.

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Andersson, Carl-Henrik, Johan Bengtsson, and Robin Jonsson. "Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?" Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2661.

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Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?

Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken..

Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån artiklar samt litteratur. Vi har sedan jämfört empirin med den teoretiska referensram vi satt upp och efter detta dragit slutsatser.

Uppsatsens teoretiska underlag utgörs av den varumärkesuppbyggande processen samt teorier tagna från vetenskapliga artiklar i ämnet Celebrity Endorsement och detta för att få teori som stödjer vår problemformulering och vårt syfte.

De slutsatser vi kom fram till av studien var att betydelsen av Celebrity Endorsement är väldigt stor för företagen och att kändisen måste motsvara företagens ideal. En annan slutsats vi kom fram till var att företagen inte har någon handlingsplan som minimerar riskerna med att använda sig av Celebrity Endorsement. Vi kom även fram till att företagen arbetar, till synes, omedvetet i förhållande till teorin.

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Hunter, Erik. "Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement." Doctoral thesis, Jönköping : Jönköping International Business School, Jönköping University, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9284.

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Hunter, Erik J. "Celebrity entrepreneurship and celebrity endorsement : similarities, differences and the effect of deeper engagement." Thesis, Queensland University of Technology, 2010. https://eprints.qut.edu.au/38902/1/Erik_Hunter_Thesis.pdf.

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Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognise the importance of this new phenomenon. This thesis argues theoretically and shows empirically that celebrity entrepreneurs are more effective communicators than typical celebrity endorsers because of their increased engagement with ventures. I theorise that greater engagement increases the celebrity‘s emotional involvement as perceived by consumers. This is an endorser quality thus far neglected in the marketing communications literature. In turn, emotional involvement, much like the empirically established dimensions trustworthiness, expertise and attractiveness, should affect traditional outcome variables such as attitude towards the advertisement and brand. On the downside, increases in celebrity engagement may lead to relatively stronger and worsening changes in attitudes towards the brand if and when negative information about the celebrity is revealed. A series of eight experiments was conducted on 781 Swedish and Baltic students and 151 Swedish retirees. Though there were nuanced differences and additional complexities in each experiment, participants‘ reactions to advertisements containing a celebrity portrayed as a typical endorser or entrepreneur were recorded. The overall results of these experiments suggest that emotional involvement can be successfully operationalised as distinct from variables previously known to influence communication effectiveness. In addition, emotional involvement has positive effects on attitudes toward the advertisement and brand that are as strong as the predictors traditionally applied in the marketing communications literature. Moreover, the celebrity entrepreneur condition in the experimental manipulation consistently led to an increase in emotional involvement and to a lesser extent trustworthiness, but not expertise and attractiveness. Finally, negative celebrity information led to a change in participants‘ attitudes towards the brand which were more strongly negative for celebrity entrepreneurs than celebrity endorsers. In addition, the effect of negative celebrity information on a company‘s brand is worse when they support the celebrity rather than fire them. However, this effect did not appear to interact with the celebrity‘s purported engagement.
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Lopes, Sílvia Raquel Soares do Carmo. "A percepção da influência do Celebrity Endorsement no consumo." Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9657.

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Embora o Celebrity Endorsement seja uma ferramenta de marketing já consagrada, a ascensão digital e o ritmo frenético das redes sociais vieram reclamar mudanças no império. A evolução furiosa das redes sociais dotou o utilizador actual de uma exigência urgente, transformaram posts em gatilhos e o ontem obsoleto. Com esta metamorfose, as marcas viram-se obrigadas a acompanhar a mudança, a adoptarem propriedades camaleónicas e a readaptarem-se ao mercado. Neste sentido, agitaram a varinha de condão e transformaram o tradicional celebrity endorser num agente omnipresente, coexistindo activa e paralelamente tanto no offline como no online. O que se pretende deste estudo do tipo qualitativo e profundidade descritiva é aferir, por intermédio de entrevistas semi-estruturadas e um método de amostragem não-aleatório, a percepção que o indivíduo tem quanto à influência que o Celebrity Endorsement nas redes sociais tem no consumo.
Even though the concept of celebrity endorsement is already considered a marketing tool, the digital evolution and the continuous progress of social networking services came to establish some changes in the world. This nonstop and abrupt development in these services and mobile applications gave to the modern users the necessity of certain requirements, converting “posts” into triggers and the “yesterday” into something outdated and old-fashioned. Brands were forced to keep up with this constant change and advancement because they felt the demand of fulfilling different necessities and desires of their target market. This means that it was imperative that the conventional celebrity endorser became into an omnipresent agent, in the offline and online services simultaneously. This investigation features a qualitative and descriptive study that aims the awareness of an individual about the existence or not of an influence in his decision of purchasing something endorsed by a celebrity in social networking services. This process was accomplished by doing semi-structured interviews by a non-random sampling system.
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Books on the topic "Celebrity endorsement"

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Abhishek. Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context. Ahmedabad: Indian Institute of Management, 2013.

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Lahusen, Christian. The rhetoric of moral protest: Publiccampaigns, celebrity endorsement, and political mobilization. Berlin: W. de Gruyter, 1996.

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Burrows, Elizabeth. A critical analysis of celebrity culture, media, impact, endorsement and exploration. Wolverhampton: University of Wolverhampton, 2004.

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Lahusen, Christian. The rhetoric of moral protest: Public campaigns, celebrity endorsement, and political mobilization. Berlin: W. de Gruyter, 1996.

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Wheatley, Katherine. A contemporary investigation into the effects of current celebrity endorsement on consumers. Oxford: Oxford Brookes University, 2004.

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Halliday, Richard. How should companies recover / manage their reputation when celebrity endorsement does not go to plan?. Oxford: Oxford Brookes University, 2003.

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Roy, Subhadip. Celebrity endorsements and brand personality. Bangalore: [Supply Chain Management Centre], Indian Institute of Management, 2009.

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O'Mahony, Sheila. The impact of celebrity endorsements on consumers. Dublin: University College Dublin, 1996.

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Haeckel, Marcus. Celebrity Endorsement. Chancen und Risiken der Testimonialwerbung Für Unternehmen. GRIN Verlag GmbH, 2013.

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Lahusen, Christian. Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement and Political Mobilization. de Gruyter GmbH, Walter, 2013.

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Book chapters on the topic "Celebrity endorsement"

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Yu, Sik Chuen, and Ravi Pappu. "Multiple Celebrity Endorsement." In Making a Difference Through Marketing, 157–66. Singapore: Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-10-0464-3_12.

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Lee, Wei-Na, and Nam-Hyun Um. "Celebrity Endorsement and International Advertising." In The Handbook of International Advertising Research, 353–74. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch18.

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Wang, Stephen W., Angeline Close, and Waros Ngamsiriudom. "Celebrity Endorsement in the Airline Sector." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 685–89. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_139.

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Davies, Fiona, and Stephanie Slater. "Sport Celebrity Endorsement and the British Consumer." In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 191. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_63.

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Lauper, Patricia. "Zum Verständnis von Testimonial & Celebrity Endorsement." In Zur Wirksamkeit von Testimonial Endorsed Cause-Related Marketing, 56–87. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6721-3_3.

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Ozretic-Dosen, Durdana, Vatroslav Skare, and Zoran Krupka. "Celebrity Endorsement in Brand Management in Croatia." In The Changing Nature of Doing Business in Transition Economies, 214–24. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230337015_11.

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Agnihotri, Arpita, and Saurabh Bhattacharya. "Celebrity Endorsement and Market Valuation: Evidence from India." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 709–13. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_145.

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Riedl, Joachim, Anna-Katharina Pleier, and Sebastian Zips. "Eye-Tracking zur empirischen Validierung von Celebrity Endorsement." In Moderne Methoden der Marktforschung, 151–68. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-09745-5_9.

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Appiah-Nimo, Christina, Daniel Ofori, Gloria K. Q. Agyapong, and Kojo Kakra Twum. "Public Service Advertising and Celebrity Endorsement in Ghana." In Public Sector Marketing Communications, Volume II, 21–41. Cham: Springer International Publishing, 2023. http://dx.doi.org/10.1007/978-3-031-17863-4_2.

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Perumpral, Shalinl, Howard W. Combs, and Khalil Torabzadeh. "The Effect of Celebrity Endorsement Announcements oh Stock Prices." In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference, 310–14. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17055-8_64.

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Conference papers on the topic "Celebrity endorsement"

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Yang, Jingyue. "Celebrity Endorsement and Co-branding." In 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220502.059.

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Almaida, A., I. Nurqamar, R. Setiawan, and Yulianingsi Yulianingsi. "Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions." In Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-10-2018.2288663.

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Chen, Qi. "The Factors That Influence the Efficacy of Celebrity Endorsement." In 2021 International Conference on Social Development and Media Communication (SDMC 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220105.032.

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Hai-xia, Lv, Yu Guang, and Tian Xian-yun. "A matching recommendation algorithm for celebrity endorsement on social network." In 2013 International Conference on Management Science and Engineering (ICMSE). IEEE, 2013. http://dx.doi.org/10.1109/icmse.2013.6586264.

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Ernawadi, Yadi, Elis Dwiana Ratnamurni, and Nuke Paramitha. "The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries." In Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icebef-18.2019.92.

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Li, Chunsheng, Huimin Jiang, Anwei Huang, Huanyong Chen, and Jiangruixue Yu. "Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.150.

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Nie, Chang, and Wutong Liu. "Exploring the Impact of Celebrity Endorsement of Food Advertising on Brand Sales." In 2021 International Conference on Social Development and Media Communication (SDMC 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220105.068.

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Laila, Ratu, and Bertina Sjabadhyni. "The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase." In Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/uipsur-17.2018.28.

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Alam, Azhar, and Woro Nurwardani. "The Impact of Celebrity Endorsement Approach to Halal Cosmetic Purchase: A Qualitative Study." In Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.18-11-2020.2311659.

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Breberina, Jovica. "CELEBRITY ENDORSEMENT IN TIMES OF SCANDAL: THE TIES BETWEEN ENDORSER, PRODUCT AND CONSUMER." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.07.03.

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Reports on the topic "Celebrity endorsement"

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Ellison, Brianna T., Bobbi C. Padgett, and Deborah Clay Fowler. Social Media Celebrity Endorsements Effect on Generation Z's Purchase Intentions. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1908.

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Garthwaite, Craig. You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements. Cambridge, MA: National Bureau of Economic Research, March 2012. http://dx.doi.org/10.3386/w17915.

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Tong, Xiao, Jin Su, and Zhen Hu. Country-of-origin Effects in Celebrity Endorsements in the China's Sportswear Market. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-394.

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