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1
Lee, Hosun, Dae Ryun Chang, and Sabine Einwiller. "A study on the dynamics between the moral reasoning process and celebrity image and their impact on consumers’ support for celebrity comebacks after a transgression." Journal of Product & Brand Management 29, no. 6 (2020): 729–43. http://dx.doi.org/10.1108/jpbm-02-2019-2259.
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Purpose This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the celebrity’s comeback after a transgression. Design/methodology/approach Study 1 measures consumers’ preference for celebrities and their support for them after a transgression and tests whether the celebrity’s image moderates consumers’ preference for celebrities and their support of them to come back. Study 2 examines the effect of the specific moral reasoning processes and tests whether it leads to different levels of support after a transgression, depending on the primed celebrity image. Findings Results show celebrity preference is positively related to consumer support of a celebrity’s return after a wrongdoing. This relationship is moderated by the celebrity’s image (Study 1). The authors find that a celebrity primed with a role model image receives more support for a comeback in the moral rationalization condition, whereas a celebrity primed with a bad boy image receives more support in the moral decoupling condition (Study 2). Research limitations/implications First, in the empirical studies, using a pre-test, the authors chose transgressions that were unrelated to the celebrities’ profession and that had an intermediate level of severity. Moreover, these transgressions were manipulated using information about fictitious celebrities to control for pre-existing respondents’ differences on information or biases about them and confounding characteristics between identified celebrities. Despite the control benefits, the disadvantage of this approach could be that respondents’ involvement with the celebrities may be generally lower as compared to studies that use known celebrities (Fong and Wyer, 2012). The involvement or attachment with known celebrities by respondents may be a factor that determines the power of a specific human brand. By using fictitious celebrities, the effects related to human brands may have been bounded or based more on celebrity archetypes. Another limitation is that both Studies 1 and 2 collected data using an online panel. To make the results more generalizable, the authors can contemplate on-site experimental designs or a qualitative approach in future research. The latter may also facilitate the use of known human brands to understand how they interact with other mediating factors without having to worry about control of confounds between respondents. Finally, there is a potential inflation of moral sensitivity stemming from measuring moral reasoning in Study 1 after informing participants about a celebrity transgression. While the authors followed other studies in this procedure, for the effects related to measuring across different image groups this would be less critical, as all participants would be affected in a similar way. However, there remains the possibility that the inflation bias could be higher for one celebrity type and could be a limitation or even a topic considered for future research that delves into specific relationships between celebrity image type and morality judgment bias. Practical implications The results of this study have managerial implications for the various stakeholders involved. First, for celebrities, especially role models, living up to expectations congruent to the performances and brand images that they have developed is important. This will necessitate them to manage their consumers’ expectations, and perhaps, suggest that they do not create unrealistically high ones. Although consumer expectations have not often taken center stage as a theoretical issue in recent consumer research, they may still be important for consumers’ evaluations and choices (Howard and Sheth, 1969). In addition, this study offers implications for public relations agencies or management companies that promote and manage celebrities. Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. If the level of supporters’ commitment for a celebrity is high and the attachment relationship is strong, then constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the role model image. In the event that a misbehavior has occurred, celebrities, to the extent that they can identify their brand image, need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of redemption. Finally, the conventional wisdom used by advertising agencies or corporations that the bad boy image of celebrities is more vulnerable to a negative event, needs to be reconsidered (Aaker et al., 2004). This rethinking is aligned with other past research that have also argued that transgressions do not necessarily have an adverse impact on associated brands (Lee and Kwak, 2016). Thus, when advertising agencies use celebrities, they must consider the congruence between the human brand image and the company and review the source and depth of the reasons why supporters like celebrities using a broader perspective. Social implications Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. For them constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the unrealistic role model image. Celebrities need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of societal redemption. Originality/value The study makes three key contributions by combining celebrity image and moral psychology to assess how consumers pass moral judgment on celebrities who transgress according to different image types, examining the mediation effect of moral reasoning in the relationship between consumer preferences for a celebrity and their support for them after transgressions and looking at consumer support for a comeback of the transgressing celebrity as the dependent variable and not just the effects of the immediate fallout. The value of this study, therefore, lies in understanding the specific dynamics between consumer preference, celebrity image, moral reasoning processes and consumer support to accept a celebrity’s return after a transgression.
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Legendre, Tiffany S., and Melissa A. Baker. "The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support." International Journal of Contemporary Hospitality Management 33, no. 5 (2021): 1810–29. http://dx.doi.org/10.1108/ijchm-08-2020-0855.
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Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects. Design/methodology/approach A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted. Findings The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables. Originality/value This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.
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Nownes, Anthony J. "Celebrity Endorsements and Voter Emotions: Evidence From Two Experiments." American Politics Research 45, no. 4 (2017): 648–72. http://dx.doi.org/10.1177/1532673x17704938.
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Here, I report the results of two randomized, posttest only, control group, survey experiments in which respondents were exposed to factual information about celebrity support for Hillary Clinton during the 2016 presidential election campaign. Based on previous research, I hypothesize that celebrity endorsements will affect the emotions of enthusiasm, anger, and anxiety vis-à-vis Secretary Clinton. My results provide support for the general notion that celebrity endorsements can affect voter emotions. Specifically, I find that celebrity endorsements profoundly decreased the negative emotions of anger and anxiety vis-à-vis Secretary Clinton. My research suggests that a broad range of stimuli may affect voter emotions, which in turn affect political attitudes and behavior.
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Schimmelpfennig, Christian, and James B. Hunt. "Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework." Psychology & Marketing 37, no. 3 (2019): 488–505. http://dx.doi.org/10.1002/mar.21315.
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Schutta, Richard A., Annette Davies, and Jonathan D. Powers. "The collectors of celebrity memorabilia: A qualitative re-evaluation of celebrity worship levels." Journal of Fandom Studies, The 11, no. 1 (2023): 37–57. http://dx.doi.org/10.1386/jfs_00070_1.
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To explore how celebrity memorabilia collectors use their memorabilia collections to engage with a media persona(e), we draw from two distinct concepts. The first concept is Brown’s definition of celebrity worship. This serves as the lens to explore how audiences engage in this process of worship. Specific attention is given to three key anchor points within this definition: commitment, love and devotion. The second concept is Maltby’s three levels of celebrity worship. This provides a framework to explain the ways in which the memorabilia collectors use their collections to conform or disconform to various levels of celebrity worship. A total of 21 in-depth interviews were conducted with collectors of celebrity memorabilia. Findings support a need for a total reconceptualization of celebrity worship levels and an introduction of a newly conceptualized level to adequately explain celebrity memorabilia collectors. Furthermore, findings also suggest a conceptual unity between the two concepts. Overall, our study provides a more diverse way of understanding celebrity memorabilia collectors.
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Jerslev, Anne. "Celebrification, Authenticity, Gossip." Nordicom Review 35, s1 (2020): 171–86. http://dx.doi.org/10.2478/nor-2014-0111.
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AbstractThe article discusses the celebrity humanitarian as media construction. Departing from a discussion of celebrification, the article argues that celebrities in public roles outside the field of entertainment are inevitably framed by and structured in accordance with celebrity logic. The article discusses how celebrity humanitarianism is a contested field, which, in order for a particular activity to support the celebrity persona, relies heavily on strategies of authentification. Finally, the article shows how information about a photograph of Angelina Jolie from her trip to the Democratic Republic of Congo in March 2013 is transformed and translated into gossip about the star’s private life when discussed by users on a celebrity site.
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Li, Yaxuan. "Development and Improvement of Celebrity Foundations in China." Communications in Humanities Research 44, no. 1 (2024): 184–92. http://dx.doi.org/10.54254/2753-7064/44/20240020.
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As a form of contemporary philanthropic organizations, celebrity foundations have emerged as a new entity in the field of social charity. Supported by the personal identity and influence of celebrities, the development of celebrity foundations is significantly influenced by their fame and impact. Compared to traditional foundations, celebrity foundations possess broader influence and quicker fundraising capabilities. However, Chinese celebrity foundations also encounter challenges during operation, such as excessive reliance on celebrity effects, insufficient management capabilities, lack of transparency, and insufficient specialization. In response to these challenges, celebrity foundations should improve in the following aspects: firstly, celebrity foundations should moderately separate from celebrities and establish their own brand and credibility. Secondly, internal governance structures need further enhancement, with increased supervision and standardization of fund utilization and project management, as well as collaboration with professional teams to provide more specialized support for celebrity foundations. Lastly, talent recruitment and cultivation should be emphasized to establish a specialized team belonging to the foundations brand, thus enhancing the foundations management level and operational efficiency.
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Li, Yaxuan. "Development and Improvement of Celebrity Foundations in China." Communications in Humanities Research 36, no. 1 (2024): 67–75. http://dx.doi.org/10.54254/2753-7064/36/20240020.
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As a form of contemporary philanthropic organizations, celebrity foundations have emerged as a new entity in the field of social charity. Supported by the personal identity and influence of celebrities, the development of celebrity foundations is significantly influenced by their fame and impact. Compared to traditional foundations, celebrity foundations possess broader influence and quicker fundraising capabilities. However, Chinese celebrity foundations also encounter challenges during operation, such as excessive reliance on celebrity effects, insufficient management capabilities, lack of transparency, and insufficient specialization. In response to these challenges, celebrity foundations should improve in the following aspects: firstly, celebrity foundations should moderately separate from celebrities and establish their own brand and credibility. Secondly, internal governance structures need further enhancement, with increased supervision and standardization of fund utilization and project management, as well as collaboration with professional teams to provide more specialized support for celebrity foundations. Lastly, talent recruitment and cultivation should be emphasized to establish a specialized team belonging to the foundations brand, thus enhancing the foundations management level and operational efficiency.
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Zheng, Wenfei. "The Influence of Parasocial Relations on Contemporary Chinese Young Women's Idol Worship: A Study on Fan Culture." Lecture Notes in Education Psychology and Public Media 52, no. 1 (2024): 31–35. http://dx.doi.org/10.54254/2753-7048/52/20241526.
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With the booming development of socio-economic and Internet technology, social culture has also continued to improve and enrich the times. Fan culture is given a new cultural connotation, and the fans cover the coverage of all sectors of society, which has attracted widespread attention. This study explores the correlation between parasocial relationships and celebrity worship among young Chinese women, utilizing questionnaires to examine how social connections influence celebrity worship behavior and its impact on well-being. The findings reveal a significant association between parasocial connections with celebrities and the level of celebrity worship. Despite potential adverse effects, celebrity worship provides emotional support and fosters a positive outlook on the future through parasocial relationships. The research also delves into the psychological mechanisms underlying the formation of these relationships, emphasizing the role of social media and celebrity culture. Understanding celebrity worship among young Chinese women contributes to our understanding of fan behavior, personal identity development, and the broader socio-cultural context of media and celebrity in contemporary society.
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Putra, Defin Shahrial, Farida Yulianti, and Abdurrahim Abdurrahim. "Attracting Customers Interest through Celebrity Endorses for Marketplace." Jurnal Dinamika Manajemen 11, no. 1 (2020): 84–92. http://dx.doi.org/10.15294/jdm.v11i1.22784.
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This study aims to determine the tendency of celebrity endorse mediated by brand awareness impact to attract buying interest from the public. This is because celebrities are people who are well known to the public and have there are charm. So that with the support of celebrities will have an impact on the sale of their products. Some marketplaces use celebrities as brand ambassadors to attract buyers, besides it will give celebrity brands that are constantly remembered by customers. In this study because the population is unknown, the sampling technique uses purposive sampling as many as 310 respondents. The analysis technique used is Structural Equation Modeling (SEM). The results show that brand awareness mediates the influence of celebrities on customer interest when a celebrity carries advertisements will give the impression to customers that the celebrity has a good reputation and attractiveness will have a good impact. Besides the marketplace in choosing a celebrity will look for those who can deliver advertisements with professionals. The implication of this research is the need for celebrity support related to the importance of attracting people’s purchasing power to the marketplace, in addition to a well-known combination of a good reputation and attractive appearance has added value that will provide reminders to customers.
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Lastyawati, Trizki, Soni Harsono, and Ulil Absor Faiq Abdillah. "Celebrity Support and Service Quality on Customer Satisfaction Mediated by Brand Image of Tokopedia Users." Jurnal Manajemen Bisnis 11, no. 1 (2024): 242–59. http://dx.doi.org/10.33096/jmb.v11i1.710.
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Tokopedia, currently ranked second, trails behind Shopee, indicating the need for enhanced performance to secure the top spot. This study delves into understanding consumer behavior and the factors shaping customer satisfaction in the e-commerce landscape, with a specific focus on Tokopedia. With Indonesia witnessing a surge in e-commerce activity amidst technological advancements and fierce market competition, the research explores the impact of celebrity endorsements, service quality, and brand image on customer satisfaction. Through quantitative analysis, involving 160 participants, the study reveals that celebrity endorsements and service quality significantly influence brand image positively. However, while celebrity endorsements and service quality do not directly impact customer satisfaction, brand image emerges as a key mediator, positively affecting customer satisfaction. Thus, the findings underscore the pivotal role of brand image in shaping customer perceptions and satisfaction levels, indicating avenues for Tokopedia to enhance its performance and competitiveness in the e-commerce landscape.
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Usman Effendi, Rani Rahmayanti, Ryandi Ferdiannur Usman, Abubakar, and Mariati MR. "CHARACTERISTICS OF CONSUMTIVE BEHAVIOR IN ONLINE SHOP: SHOPPING TRENDS DURING THE COVID-19 PANDEMIC." Jurnal Sociohumaniora Kodepena (JSK) 2, no. 1 (2021): 16–28. http://dx.doi.org/10.54423/jsk.v2i1.54.
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The aim of the research to find out whether there is a relationship between conformity and consumptive behavior of Muslim fashion products on online shop hijup consumers during the covid-19 pandemic?, to find out Is there a relationship between celebrity support and consumptive behavior in Muslim fashion products for online shop hijup consumers during the COVID-19 pandemic?, and to find out is there a relationship between conformity and celebrity support with the consumptive behavior of Muslim fashion products in online shop hijup consumers during the covid-19 pandemic?. . The research focuses on the relationship between conformity and celebrity support with the consumptive behavior of Muslim fashion products that are marketed online. The population of this research is online shop consumers who have purchased muslim fashion products at online shops and the sampling technique uses incidental sampling. The data collection method used a questionnaire with a Likert scale model given to online shop consumers. Data analysis used multiple regression stepwise method using bivariate and multivariate method. The results of the analysis found that there is a relationship between conformity and celebrity support with consumptive behavior in online consumer muslim fashion products with a contribution of 67%. Thus the results of this research can state that the higher the conformity and support of celebrities, the higher the consumptive behavior of online shop consumers and vice versa
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Collisson, Brian, Blaine L. Browne, Lynn E. McCutcheon, Rebecca Britt, and Amy M. Browne. "The interpersonal beginnings of fandom: The relation between attachment style, trust, and the admiration of celebrities." Interpersona: An International Journal on Personal Relationships 12, no. 1 (2018): 23–33. http://dx.doi.org/10.5964/ijpr.v12i1.282.
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The purpose of this study was to examine the relation between people’s attraction to celebrities and their interpersonal trust and attachment style. Previous research suggests that individuals with different attachment styles are differentially attracted to celebrities. We predicted that securely attached participants who mistrust, rather than trust, others tend to have higher levels of benign celebrity attraction. We found only partial support for our hypothesis. Surprisingly, there were no significant differences between different attachment styles on either of the two measures of celebrity admiration. These findings contribute to the literature on trust and celebrity worship by providing new information about how different attachment styles may (or may not) affect the relationships that people have with their favorite celebrity.
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Winterich, Karen Page, Manish Gangwar, and Rajdeep Grewal. "When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements." Journal of Marketing 82, no. 3 (2018): 70–86. http://dx.doi.org/10.1509/jm.16.0169.
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The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements. A positive effect of celebrity endorsers on evaluations of advertising should be more potent with greater PDB; source expertise and trustworthiness likely underlie this effect. To test the hypotheses, the authors use moderated mediation analyses, with corrections for measurement error and endogeneity of the mediators (source expertise and trustworthiness). The results of three studies, using both manipulated and measured PDB for respondents in different countries and with a variety of endorsers, demonstrate that PDB determine the effectiveness of celebrity endorsements on attitudes toward the advertisement and the brand. In support of the moderated mediation model, perceptions of source expertise and trust mediate the effect of celebrity endorsements, conditional on PDB. The results hold for nondurables but do not generalize to durable products.
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Zhang, Ludan, Yaoyao Li, and Xiaojing Song. "Interpreting cyberbullying within fan culture: The relationship between celebrity worship and cyberbullying." Social Behavior and Personality: an international journal 53, no. 2 (2025): 1–9. https://doi.org/10.2224/sbp.13895.
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With the development of the entertainment industry and the widespread use of electronic devices, worship of celebrities has become increasingly prevalent and fervent, accompanied by a rise in cyberbullying. Applying the general aggression model, our focus in this study was on the role of fans’ reactive anger and maternal rejection in the link between celebrity worship and cyberbullying. The participants were 847 college students. Analysis of data from a survey showed that reactive anger and maternal rejection both moderated the relationship between celebrity worship and cyberbullying. That is, when the level of reactive anger was high, the predictive effect of fans’ celebrity worship on cyberbullying was enhanced. Similarly, when the level of maternal rejection was high, the predictive effect of celebrity worship on cyberbullying also increased. Future research should explore comprehensive interventions integrating emotional regulation strategies and familial support systems to effectively address the issue of cyberbullying exacerbated by celebrity worship among college students.
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Syahputra, M. Oriza, Bustami Bustami, and Lidya Rosnita. "Analysis of Public Sentiment Towards Celebrity Endorsment On Social Media Using Support Vector Machine." International Journal of Engineering, Science and Information Technology 4, no. 3 (2024): 118–27. http://dx.doi.org/10.52088/ijesty.v4i3.543.
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Analysis of public sentiment towards celebrity endorsements on social media is very important to understand the public's response to promotional campaigns involving celebrities. In this study, we combine the VADER labeling method with the Support Vector Machine (SVM) method to analyze public sentiment toward celebrity endorsements on social media. Data is taken from various social media sources such as Twitter, Instagram, and Facebook. The data is pre-processed to ensure data accuracy and relevance and then labeled with the VADER method to determine the positive, negative, or neutral sentiment of the text. The labeled data is then extracted for features and used to train the SVM model. The trained SVM model is then validated using test data to measure its accuracy and performance. The results of the analysis provide useful insight into public sentiment towards celebrity endorsements on social media and can provide recommendations for stakeholders regarding this matter. Overall, combining the VADER labeling method with SVM in analyzing public sentiment towards celebrity endorsements on social media shows more accurate results and can provide practical benefits in marketing and promotional strategies. The results shown using the Support Vector Machine method with a ratio of 80:20 can provide average precision results of 77%, recall of 100%, f1-score of 87%, and accuracy of 76.92%. Twitter application user sentiment shows that 77% (338 data) of Twitter user reviews provide positive sentiment and 23% (119 data) provide negative sentiment reviews from a total of 517 data. Suggestions from researchers are that in future research they can add more data to make modeling easier to provide higher accuracy values. Using other classification and performance evaluation methods, such as Naive Bayes, Decision Tree, Fuzzy, or Deep Learning. Use other data processing tools, such as RapidMiner, Jupyter Notebook, RStudio, or others.
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Brotokusumo, Azzahra Salsabilla, and Idei Khurnia Swasti. "The Role of Celebrity Worship in the Eudaimonic Well-Being of ARMY Fandom/Fanbase Members in Indonesia." Philanthropy: Journal of Psychology 8, no. 1 (2024): 49. http://dx.doi.org/10.26623/philanthropy.v8i1.7865.
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<p style="text-align: justify;"><strong>Abstract. </strong>Celebrity worship is a parasocial relationship with one or more celebrities driven by identity absorption and addiction to everything related to the celebrity. However, previous studies state that celebrity worship positively impacts the worshipers if they join the fandom. The current study aims to determine the role of celebrity worship on the eudaimonic well-being of members of the BTS-ARMY fandom in Indonesia, in a quantitative study design. Participants were 207 participants aged 18-25 years and had joined the BTS-ARMY fandom for at least one year before the study. Data was gained using online questionnaires. The result of simple linear regression shows that celebrity worship has a positive role in eudaimonic well-being (R<sup>2</sup>=0.020; p &lt; 0.05). By linking these two variables of the BTS-ARMY members in Indonesia, the finding contributes to understanding eudaimonic well-being in celebrity worshiping as a nonpathological activity. Further research investigation is required to support this result, for example by focusing on group dynamics of fandom community.</p><p style="text-align: justify;"><strong><em>Keywords: </em></strong><em>BTS, Celebrity Worship, Eudaimonic Well-being, fandom ARMY</em></p>
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Wang, Xuanzhi. "The Influence of Celebrity Effect on Commercial Brand Marketing - Taking Nike as An Example." Transactions on Economics, Business and Management Research 13 (November 18, 2024): 406–11. https://doi.org/10.62051/aff5rd67.
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Nowadays, consumers tend to rush for celebrity endorsement, today's more transparent information, celebrity endorsement has been a business opportunity for many companies to take advantage of, through which the brand's influence is rapidly expanding, casting a lot of successful win-win case between the enterprise and the star, a lot of brands will go through the star endorsement to enhance the influence and sales, the star can also be in the co-operation to obtain income as well as more business opportunities, but this is not necessarily a sure-fire business, which contains a lot of decision-making and a lot of data analysis as support to ensure a successful partnership. This paper analyses the role of the celebrity effect in branding by using literature analysis, and marketing model analysis. It addresses the issue of reliance on the celebrity effect and how brand loyalty can be sustained due to the fan effect. In response to these issues, brands can optimize their branding by strengthening community ties, linking online and offline, and combining multiple marketing tools with the celebrity effect.
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Xiong, Heyu. "The Political Premium of Television Celebrity." American Economic Journal: Applied Economics 13, no. 4 (2021): 1–33. http://dx.doi.org/10.1257/app.20190147.
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This paper studies the electoral consequences of television stardom through the career of Ronald Reagan. I utilize quasi-experimental variation in television reception to estimate the causal effect of celebrity exposure on political support. I find that Reagan’s tenure as the host of a 1950s entertainment television program translated into support for his candidacy, in terms of votes and political donations, nearly two decades after the show’s first airing. Placebo checks suggest that this impact is not driven by unobserved heterogeneity or omitted variable bias. The effect was especially pronounced in the 1976 Republican primary elections relative to the general presidential elections and partially dissipated in locations where Reagan was a known political entity. Using the American National Election Studies (ANES) surveys, I provide evidence on possible mechanisms. Consistent with rational updating, nonpolitical media increased voters’ assessment of Reagan’s character and leadership, personalizing political considerations in elections featuring him. (JEL D72, L82, Z13)
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Setyawan, Suska Ari, Syarifah Hudayah, and Saida Zainurossalamia. "The Influence of Direct Marketing, Digital Marketing and Insta-gram Celebrity Support on Purchase Decisions in Samarinda City, Indonesia." Journal of Madani Society 2, no. 1 (2023): 26–33. http://dx.doi.org/10.56225/jmsc.v2i1.175.
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This study examines the marketing strategy of the Momoo Milk Fresh micro business in Samarinda City. This research was conducted with the background that the local micro business has been running for more than six years with 15 branches in Samarinda City. This study aims to determine the effect of direct marketing, digital marketing, Instagram celebrity support that has been carried out by the micro business on their product purchasing decisions. This research is included in qualitative research. The population of this study were all buyers with the criteria of having bought before, and samples were taken from 15 branches of Momoo Milk Fresh in Samarinda City with a total of 152 respondents. The method used is a questionnaire, then documentation is done. The results of this study indicate that the direct marketing and digital marketing variables get a t-table value (> 1.960), while the Instagram celebrity support variable has a t-table value (> 1.960). From the results obtained, it can be concluded that direct marketing and digital marketing have a positive and significant relationship with purchasing decisions, while Instagram celebrity support does not have a positive and significant influence.
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Abdurohim, Meilisya Nurfazzar, Kokom Komariah, and R. Deni Muhammad Danial. "Celebrity Endorsement and Content Instamarketing of Purchase Intention Beauty Products." Almana : Jurnal Manajemen dan Bisnis 5, no. 2 (2021): 278–83. http://dx.doi.org/10.36555/almana.v5i2.1689.
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Instagram is a social media that is widely used by people to find information. Pixy Cosmetics company uses Instagram and using celebrity endorsement as a spokesperson to create purchase intention. The research was aimed at determining the effect of celebrity endorsement and content marketing toward purchase intention on Pixy Cosmetics products. The data analysis technique used in this study is multiple regression analysis techniques including multiple correlation coefficient tests and hypothesis testing partial (t-test). The results of the study used multiple correlations with an R Square value of 0.563 or 56.3%, this indicates that celebrity endorsement and content marketing can explain the purchase intention of 56.3% and 43.7% explained by other variables. While the R-value is 0.75 and the interval coefficient is between 0.60-0. 799 which shows the level of a strong relationship between the celebrity endorsement variable and content marketing on purchase intention. The results obtained from the partial test (t-test) of the celebrity support variable obtained tcount value of 5.218 ≥ ttable 1.65, meaning that the celebrity endorsement variable can have a positive effect on purchase intention. And for the content marketing variable, tcount value of 6.668 ≥ ttable 1.65, meaning that the content marketing variable can have a positive effect on purchase intention.
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Parmar, Yadvinder, Mandeep Kaur Ghuman, and Bikram Jit Singh Mann. "The Match-up Between Celebrity Associations and Product Type." Journal of Creative Communications 15, no. 1 (2019): 65–89. http://dx.doi.org/10.1177/0973258619875604.
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This research develops a generic framework that matches celebrity associations with various product categories and finds an ideal set of celebrity associations for each product category. Three studies have been conducted for achieving the purpose of the study. Study one identifies associations that consumers link with celebrities and classifies them into thirteen different categories. It also finds a total of 30 products and services that consumers associate with celebrity endorsements. In study two, the respondents are asked if each of the three celebrities is appropriate for endorsing each of the 30 identified products and services. The results support the match-up hypothesis notion that different celebrities are considered appropriate for different product categories. In study three, the respondents were asked to identify the associations that a celebrity should possess for endorsing various product categories. The results reveal that the celebrity associations can be classified into two broad categories—universal associations and product specific associations. Universal associations include the associations which the respondents consider to be essential for all types of products. Product specific associations include the associations that vary in their importance depending on the type of product category. The findings have significant implications for academicians, brand managers and celebrity management companies.
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Wijaya, Putu Yudy, and Ni Nyoman Reni Suasih. "Peran Local Celebrity Endorsement Pada Iklan di Media Sosial Terhadap Pembelian Produk Kuliner di Provinsi Bali Pada Masa Stay Home Akibat Pandemi Covid-19." JURNAL BISNIS STRATEGI 29, no. 2 (2020): 119–33. http://dx.doi.org/10.14710/jbs.29.2.119-133.
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The pandemic of COVID-19 takes the community to do physical distance and do more activities at home (stay home). More is expelled from work, more than people working in the tourism sector, such as in Bali. Many are turning from jobs to culinary traders because they think the sector is still waiting for a pandemic, and they are using online marketing techniques through local celebrity support services. The purpose of this study was to analyze the influence of local celebrity endorsement through social media on buying interest, impulsive buying, and consumer loyalty of culinary products during their stay at home during the COVID-19 pandemic. This study was conducted on consumers of culinary products in Bali. Data were collected using an online questionnaire instrument for 174 respondents. The analysis technique uses SEM-PLS. The analysis shows that local celebrity support directly influences significantly on buying interest, and indirectly influences significance on impulsive buying and consumer loyalty of culinary products.
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Scheidt, Stefan, Carsten Gelhard, Juliane Strotzer, and Jörg Henseler. "In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands." Journal of Product & Brand Management 27, no. 2 (2018): 203–20. http://dx.doi.org/10.1108/jpbm-07-2016-1265.
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Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.
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Jr, Stephen Laison Sondoh, Sharifah Nurafizah Syed Annuar, Andreas Totu, Geoffrey Tanakinjal, and Rayner Alfred. "THE EFFECT OF CELEBRITY ENDORSER ATTRIBUTES, ISSUE INVOLVEMENT AND PERCEIVED SOCIAL SUPPORT ON ATTITUDE TOWARDS ORGAN DONATION REGISTRATION." Journal of Applied Structural Equation Modeling 2, no. 2 (2018): 34–48. http://dx.doi.org/10.47263/jasem.2(2)02.
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Celebrity endorsement has been extensively used in both profit and non-profit marketing.However, the effectiveness of the marketing strategy in the non-profit context is not clear. In generating a positive attitude towards organ donation registration, health and science literature have suggested the use of celebrity endorser. In addition, issue involvement is also assumed to yield a favourable attitude towards organ donation. Furthermore, the influence of perceived social support has been greatly discussed in the organ donation literature. Despite these phenomena discussed in the literature, the role of the three variables on attitude towards organ donation registration is ambiguous. Thus, this paper is aimed to investigate the effect of celebrity endorser, issue involvement and perceived social support towards attitude. Data from 466 university students were gathered using purposive sampling. IBM SPSS Statistic 23 and SmartPLS 3.0 were utilized in data analysis. The findings from this paper showed that likeability, trustworthiness and issue involvement generate a positive attitude towards organ donation registration. Implications of this research to both practical and future research are also discussed. This paper hopes to increase researchers’ interest to further investigate and contribute to the literature of organ donation in the context of social marketing.
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Atmaja, Dodi Ria, Mohamad Rizan, Karuniana Dianta A. Sebayang, and Setyo Ferry Wibowo. "Unveiling the Mediating Role of Brand Image in the Relationship between Celebrity Endorsements and Purchase Intention." International Journal of Management and Development Studies 13, no. 4 (2024): 23–28. http://dx.doi.org/10.53983/ijmds.v13n4.003.
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This study explores the significant role of celebrity endorsement and brand image in influencing consumers' purchase intention for skincare products. The results show that celebrity endorsement effectively attracts customers' attention. Social media platforms like TikTok serve as a means for celebrities to showcase and demonstrate the benefits of the skincare products they endorse. The content uploaded on TikTok arouses consumers' curiosity and desire to purchase the products. A strong brand image is also proven to increase purchase intention. Customers' positive judgments help build a favorable brand image. The TikTok Shop feature facilitates consumers in finding and buying the desired skincare products. Brands with uniqueness in terms of names, logos, colors, and attractive product packaging are more easily recognized and remembered by consumers, encouraging repeat purchases. Demographic data indicates three skincare brands dominate as customers' purchased products, likely due to the support of celebrity promotions and appropriate social media marketing. This finding aligns with previous research stating that celebrity endorsement is a powerful tool for marketers in increasing purchase intention when executed carefully. Brand image mediates the relationship between celebrity endorsement and purchase intention through enhanced perceptions of product quality and value perceived by consumers.
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Matwick, Keri, and Kelsi Matwick. "Bloopers and backstage talk on TV cooking shows." Text & Talk 40, no. 1 (2020): 49–74. http://dx.doi.org/10.1515/text-2019-2052.
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AbstractTelevision instructional cooking shows provide a platform for discussion around the performance of self, with bloopers and backstage scenes revealing the best qualities of the celebrity chef’s personality despite the risk of face loss. Bloopers are short clips of mistakes that are typically removed from the media narrative. Often embarrassing and humorous, bloopers are moments when the celebrity chef’s performance is flawed with cooking errors or misspoken words. Drawing on Goffman’s concepts of ‘backstage’ and ‘frontstage,’ this paper analyzes bloopers on five American instructional cooking shows: The French Chef with Julia Child, considered one of the first celebrity chefs on television, and four contemporary how-to cooking shows from Food Network. These shows present cases of bloopers that occur in live and edited scenes, during the cooking demonstration, and pre- and post-filming. While a form of backstage discourse, bloopers support frontstage performance by heightening the celebrity chef’s unique attributes. Bloopers provide an outlet for play on frontstage as well.
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Hong, Qianxiang. "How do celebrities enhance their image through luxury brand endorsements in the era of fan economy? Taking Jackson Wang as an example for LV." Frontiers in Business, Economics and Management 17, no. 2 (2024): 411–14. https://doi.org/10.54097/07y1ym42.
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With the popularity of social media and the Internet, fan economy has gradually become an important force to promote the development of the entertainment industry and luxury market, playing an important role in celebrity endorsement of luxury brands. As public figures, celebrities have a highly contagious image and influence among their fan base. The love and support of fans bring considerable market returns to the brand, while also deepening fans' love and recognition of celebrities. This emotional connection based interaction further consolidates the celebrity's position in the hearts of fans, enhances their overall image, and makes endorsements more persuasive. Luxury brands are a symbol of status and a guarantee of quality, attracting the attention of global consumers with their unique brand value, exquisite craftsmanship, and high-end positioning. The selection of their spokespersons is particularly crucial. Celebrity endorsement of luxury brands is undoubtedly a win-win choice. When partnering with luxury brands, not only can it bring increased exposure and market share to the brand, but it can also further enhance the image and status of celebrities, laying a more solid foundation for their future development.
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Mahardhika, Miranda, and Jul Aidil Fadli. "Pengaruh Celebrity Endorsment, Citra Merek dan Kepercayaan Merek Terhadap Niat Beli Produk Serum Somethinc di Instagram." Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi (AMBITEK) 3, no. 2 (2023): 214–22. http://dx.doi.org/10.56870/ambitek.v3i2.98.
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Currently in Indonesia, it has become a trend to use skincare, especially serum in carrying out treatments to have beautiful and beautiful skin to support appearance. To ensure the attractiveness and satisfaction of the online media for the beauty business, the researchers tried to find out in depth about the reviews of the use of celebrity endorsements. So in an effort to maintain the positive impact of celebrity endorsements on Instagram on customer behavior, researchers and business experts are encouraged to have a better understanding of this phenomenon. In this study, researchers examined the effect of celebrity endorsements on the purchase intention of beauty serum products on Instagram. In analyzing the data, the researcher used simple regression analysis to determine the effect partially, while multiple regression analysis was used to determine the effect simultaneously. Furthermore, this study uses primary data obtained from distributing questionnaires to 160 respondents ranging from 15 to 50 years of age who know the SomeThinc brand and celebrity Tasya Faraysa on Instagram. The results of this study prove that celebrity endorsement has a positive effect on brand image and brand trust and purchase intention, then brand trust and brand image also have a positive effect on purchase intention, this means that brand trust and brand image can strengthen the influence of celebrity endorsement on purchase intention.
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Chen, Zijun, and Wenwen Zong. "Influence of Celebrities on the Image Building of Luxury Brands." Highlights in Business, Economics and Management 27 (March 21, 2024): 165–71. http://dx.doi.org/10.54097/mtzg1385.
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In the era of we-media, brand marketing has increasingly shifted to the online realm, with more and more brands leveraging the influence of celebrities to capture the public's attention. However, the utilization of celebrity endorsements in brand promotion presents several intriguing challenges and questions that warrant careful consideration. Key among these are the criteria for selecting celebrities, strategies for maximizing the benefits of celebrity endorsements, and approaches to mitigating any potential negative impact on the brand. This study delves into the powerful influence wielded by celebrities, with a specific focus on the case of Cai Xukun's endorsement of PRADA. It seeks to explore how the unique characteristics and appeal of celebrities can significantly shape and transform a brand's image. By doing so, this research provides invaluable theoretical insights and support for luxury brands aiming to effectively identify and collaborate with suitable internet celebrities to enhance their brand image in the digital age. Understanding the dynamics of celebrity endorsements in the context of luxury brands is becoming increasingly vital in today's marketing landscape. By analyzing the multifaceted impact of celebrity endorsements, brands can strategically navigate the complexities of the online world, harnessing the full potential of celebrity influence while safeguarding their brand's integrity and reputation. This research contributes to a deeper comprehension of this phenomenon and paves the way for more informed and effective celebrity-driven brand strategies in the future.
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Stever, Gayle S. "The Celebrity Appeal Questionnaire: Sex, Entertainment, or Leadership." Psychological Reports 103, no. 1 (2008): 113–20. http://dx.doi.org/10.2466/pr0.103.1.113-120.
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The Celebrity Appeal Questionnaire was constructed to operationalize constructs related to why fans are attracted to their favorite celebrities and was developed for use with fan bases for specific celebrities. This revised version asked fans of a specific celebrity to rank order three roles they might see the target celebrity playing in society with an option to not rank them at all. Of 409 respondents attending Josh Groban fan club meetings, 75% said Groban's most important role in society was as a leader and role model in trying to make the world a better place. A factor analysis of correlations of Likert-type scale ratings and an analysis relating those factors back to the rank orderings support the internal reliability and validity of the questionnaire.
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Sääksjärvi, Maria, Katarina Hellén, and George Balabanis. "Sometimes a celebrity holding a negative public image is the best product endorser." European Journal of Marketing 50, no. 3/4 (2016): 421–41. http://dx.doi.org/10.1108/ejm-06-2014-0346.
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Purpose The purpose of this paper is to examine women’s reactions to celebrity endorsers holding positive and negative public images and the consequences for purchase intentions of the endorsed product. Design/methodology/approach The paper draws on the social comparison literature and applies the theory of upward and downward comparisons to the celebrity endorsement context. Findings Study 1 shows that exposure to celebrities holding a positive public image decrease consumers’ temporal self-esteem, while celebrities holding a negative public image increase temporal self-esteem. Study 2 suggests that this change in self-esteem transfers to the product depending upon the type of social comparison focus (similarity vs dissimilarity) which people have. Study 3 shows that for consumers low in true self-esteem, i.e. self-esteem based upon a stable foundation, celebrities holding a positive public image decrease purchase intentions. For consumers high in true self-esteem, there was no difference between exposure to celebrities holding a positive and a negative public image for purchase intentions. Study 4 focused on replicating the results found in Studies 1-3 in the context of an achievement celebrity (as opposed to a regular celebrity). The findings in Study 4 provide further support for the results of Studies 1 and 3, and identify expert celebrities as a boundary condition for the effects found in Study 2. Practical implications The results provide evidence suggesting that celebrities holding a negative public image can be used as celebrity endorsers in product categories in which it can be considered helpful to protect women’s self-esteem, such as beauty products or self-expressive products. Originality/value This research contributes to the literature on celebrity endorsement by adding a boundary condition for the effectiveness of celebrity endorsement. According to the results, choosing a positive celebrity can, for some groups, have negative effects on purchase intensions and that a negative celebrity might be the safer choice.
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Achmad Maulana Irchamna, Regina Maya Arisanti, Lisanur Azizah, and Maria Mintowati. "Analisis Speech Delay Pada Gangguan Berbahasa Anak Selebriti Indonesia Dalam Tinjauan Kajian Psikolinguistik." Morfologi: Jurnal Ilmu Pendidikan, Bahasa, Sastra dan Budaya 2, no. 4 (2024): 181–93. http://dx.doi.org/10.61132/morfologi.v2i4.699.
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Speech delay is a condition of delayed development of speaking abilities in children who are below the normal developmental stage for their age. The phenomenon of speech delay in Indonesian celebrity children is interesting to study from a psycholinguistic perspective. Psycholinguistics is a branch of science that studies the relationship between language and the mental processes involved in language use and provides an in-depth understanding of the causes and treatment of speech delay in celebrity children. This research aims to analyze cases of speech delay in children of Indonesian celebrities in a review of psycholinguistic studies. The research method used is a literature study by collecting data related to speech delay and language disorders in Indonesian celebrity children through YouTube video shows and through article reviews. The results of the analysis show that speech delay in Indonesian celebrity children can be caused by neurological problems, genetic and environmental factors. A psycholinguistic perspective helps understand the mental processes involved in the acquisition and use of language in celebrity children who experience speech delay. Some treatment recommendations that can be given include speech therapy, communication stimulation, as well as family and social environmental support that is conducive to the child's language development.
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Alshetti, Ahmed, and Muneer Al Mubarak. "THE ATTITUDE OF UNIVERSITY STUDENTS TOWARDS CELEBRITY ENDORSEMENTS THROUGH SOCIAL MEDIA." Humanities & Social Sciences Reviews 7, no. 6 (2019): 515–24. http://dx.doi.org/10.18510/hssr.2019.7681.
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Purpose of the study: The study aims to identify the factors that influence students’ attitudes when celebrity endorsements are used through social media. It seeks to determine how effective endorsements are from the consumers’ point of view.
 Methodology: A study model was developed to show the effect of different factors on students’ attitudes. A quantitative approach was used for data collection to support the model. This study employed a survey method using a questionnaire to gather information from participants.
 Main findings: The findings show celebrity characteristics and social media advertisements affect students’ attitudes. The results were positive for students’ attitude towards celebrity endorsements through social media.
 Applications of the study: The study provides insights into how businesses should plan marketing campaigns and influence students’ attitudes towards celebrity endorsements through social media. Companies are encouraged to use social networks to track and respond to the opinions of their customers in a timely manner.
 Novelty/Originality of this study: There is a shortage of literature that is associated with celebrity endorsements through social media. This study aims to fill in the gap in knowledge and practice by identifying business opportunities and optimizing available marketing tools that can be used in order to gain a better image.
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Newland, Brianna L., Laurence Chalip, and John L. Ivy. "Coping with a Cluttered Marketplace: Athlete Choice of Products to Support Training*." Journal of Sport Management 27, no. 1 (2013): 59–72. http://dx.doi.org/10.1123/jsm.27.1.59.
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To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.
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Noemi C. Vega, Ysmael G. Pascual, Jessa C. Dela Cruz, et al. "Perception of consumers toward celebrity endorsements of students at Nueva Ecija University of Science and Technology, San Isidro Campus." World Journal of Advanced Research and Reviews 24, no. 3 (2024): 3196–206. https://doi.org/10.30574/wjarr.2024.24.3.4045.
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Background and objectives: Celebrity endorsements have emerged as a common tactic in marketing and advertising that manipulates the fame and influence of well-known people to promote products and services. The idea is that these celebrities can influence how people feel about a brand and encourage them to make purchases. The objective of this study focuses on understanding students’ thoughts and feelings about celebrity endorsements and how these might affect their buying choices. The study will describe the respondents based on their demographic profile to examine the differences in perception of various student group. In addition, this study will explore the factors affecting students’ views to understand their opinions on celebrity endorsements. Moreover, this study will examine the impact of celebrity endorsements on brand credibility and awareness. Methods: This study used a quantitative descriptive method. Researchers used structured survey as a research instrument for collecting the data. Specifically, a total of 30 students from NEUST San Isidro Campus are selected participants of the survey. Along with primary data, the researchers also made use of secondary resources in the form of published articles and literatures to support the results. Findings: The findings showed that 43% of the respondents agree and 30% strongly agree that celebrity endorsements can make the products look trendy. Indicating that it can be an effective marketing tool because celebrities have diverse fan bases and cause great influence so they are often tied with their endorsed products. In addition to this, 23 out of 30 are more likely to purchase a product endorsed by a famous celebrity. The study also reveals that positive reviews on a product endorsed by a celebrity can influence consumer trust to buy the product which scored a weighted mean of 3.13 being the highest in the factors under product reviews on celebrity endorsements, and followed by 3.03 weighted mean indicating that consumers are more likely to trust the product if the celebrity endorser not only promotes but also use those products. Furthermore, the factor in which consumer compare the price of celebrity endorsed product with non-endorsed before purchasing scored a weighted mean of 3 presents that students agree with this aspect. Conclusion: The result of the study shows that celebrity endorsements play a significant role in making a product desirable, increase brand awareness, improve brand image or stand out from competitors, and build trust and credibility to consumer.
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Maura, Adinda El, and Wira Bharata. "Pengaruh Physical Attractiveness dan Source Credibility Celebrity Endorsement pada Produk Somethinc terhadap Word of Mouse melalui Customer Attitude." J-MAS (Jurnal Manajemen dan Sains) 8, no. 1 (2023): 914. http://dx.doi.org/10.33087/jmas.v8i1.1195.
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Using celebrities to support brands and business e-commerce is a new strategy in Indonesia. Therefore, it is very important to know the factors that influence consumer attitudes. This study aims to explore the relationship between celebrity physical attractiveness, celebrity credibility, and word of mouse. This research was conducted on social media users who use and buy somethinc products. The sample of this research is social media users who use and buy somethinc products because of Tasya Farasya. The total sample for this survey is 107 respondents. The analysis technique used is the equationstruktural Partial Least Squares Modeling (SEM-PLS). The results of this study indicate that the Physical Attractiveness and Source Credibility Celebrity Endorsement on Somethinc Products has a positive effect on Word of Mouse through Customer Attitude.
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Dharta, Firdaus Yuni. "Pengaruh Dukungan Selebriti dalam Komunikasi Politik Terhadap Sikap Pemilih pada Pemilihan Presiden 2024." Jurnal Komunikasi Profesional 8, no. 1 (2024): 115–27. http://dx.doi.org/10.25139/jkp.v8i1.8283.
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Celebrity support for presidential candidates has become a common phenomenon in Indonesia. Celebrities with large followings on social media and high popularity can influence public opinion and voter attitudes. The internet and social media allow for political communication by celebrities. This research aims to analyze the influence of celebrity endorsement on voters' attitudes in the 2024 presidential election. This research uses quantitative methods with a survey approach. Data was collected through questionnaires distributed to respondents in Indonesia. The population of this study are voters in the 2024 presidential election. The sampling technique was carried out using random sampling technique. The collected data was analyzed using a regression test using the SPSS program. The research results show that celebrity endorsement can be one of the factors influencing voter attitudes in the 2024 presidential election. Celebrity endorsement can increase a candidate's popularity and influence public perception withpolitical communication of the candidate, especially among young voters, voters who have an emotional attachment to celebrities, and voters who are less have information about the candidate.
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I Putu Gde Sukaatmadja, I Gusti Ngurah Jaya Agung Widagda, Ni Nyoman Kerti Yasa, Putu Laksmita Dewi Rahmayanti, and I Gusti Ayu Tirtayani. "The Influence of Perceived Travel Risk, Celebrity Endorsement, and Destination Image on Attitude and Revisit Intention of Tourists." International Journal of Asian Business and Management 2, no. 4 (2023): 669–88. http://dx.doi.org/10.55927/ijabm.v2i4.5787.
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This study aimed to explain how attitudes and revisit intentions are affected by celebrity endorsement, perceived risk of travel, and perception of the destination. The study's participants are domestic travelers who have been to Bali. 170 domestic tourists were included in the sample using a purposive sampling technique. Path Analysis utilizing SEM-PLS is the analysis method employed. The findings demonstrated that attitudes and intentions to revisit were negatively and significantly impacted by perceived travel risk. While celebrity endorsement has no impact on the intention to return, it has a positive and large impact on attitude. Additionally, views and inclinations to return are positively and significantly impacted by the final picture. The image of a destination is positively and significantly impacted by attitudes. thanks to celebrity support Impact on the intention to revisit is favorable and considerable. Because of this, it's critical for companies in the tourism industry to focus on among order to foster a positive attitude among visitors and increase their intention to return to Bali, perceived travel risk, celebrity endorsements, and destination image are used which is increasing
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Wati, Enggi Wiyata Mandala. "Efek Celebrity Endorser Terhadap Minat Beli Iklan Luwak White Koffie." Journal of Communication Management and Organization 1, no. 1 (2022): 26–39. https://doi.org/10.55985/jcmo.v1i1.9.
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Celebrity endorser is utilizing an artist, entertainer, athlete, and public figure who is known to the public because of his ability in a field that can support the product he is promoting. Buying interest is something related to consumers' plans to buy certain products and how many units of product are needed in a certain period. This study aims to determine the effect of celebrity endorser on Luwak White Koffie advertisements on buying interest. The research population was students of the Faculty of Communication Science 2015-2016 active students totaling 269 people, the research sample was 100 people using probability sampling technique. The research method used is a survey method and questionnaire data collection techniques and simple regression data analysis. The results of this study indicate that there is an influence between celebrity endorsers on buying interest. The magnitude of the influence of celebrity endorsers on buying interest is 36.7% and the remaining 63.3% are other factors, the probability value of 0.000 <0.05 has a significant influence.
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Mukai, Akira. "Cross-Modality Priming for People's Adjectivized Names: Failure to Support the Adjectivization Hypothesis." Psychological Reports 96, no. 2 (2005): 425–32. http://dx.doi.org/10.2466/pr0.96.2.425-432.
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This experiment tested a prediction derived from Hollis and Valentine's 2001 adjectivization hypothesis, that having an adjectival form is the key factor that makes certain classes of proper names, i.e., country names, exhibit a common name-like pattern of long-term priming. The hypothesis predicted that, when adjectivized historical celebrity names, e.g., William Shakespeare/Shakespearean, were compared with nonadjectivized historical celebrity names, e.g., Emile Zola, cross-modality long-term priming in a familiarity decision task would occur only for nonadjectivized name stimuli. 32 students of literature, history, or philosophy (21 women and 11 men; age range 18–41 years, M age = 22.4 yr.) were tested. Priming was measured by latency of response. Analysis showed that the mean RT to primed items was faster than the mean RT to unprimed items when the prime task was presented in both visual and auditory modalities both for the adjectivized and nonadjectivized names. Contrary to the hypothesis, cross-modality priming was observed regardless of the adjectivization of name stimuli. The findings of the present experiment did not support the adjectivization hypothesis.
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Mutawakil, M. Arif, Ida Bagus Nyoman Udayana, and Bernadetta Diansepti Maharani. "Analisis Pengaruh Online Advertising dan Celebrity Endorser tehadap Minat Beli dan Dampaknya pada Keputusan Pembelian Konsumen Shopee." Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah 5, no. 5 (2023): 2594–606. http://dx.doi.org/10.47467/alkharaj.v5i5.2517.
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This research aims to analyze the influence of Online Advertising (X1), Celebrity Endorser (X2), on Purchase Intention (Z), and consequently on Purchase Decision (Y) (Study on Shopee Consumers, Active Student of the Faculty of Economics, University of Bachelor of Science, Tamansiswa). This type of research is quantitative research, by taking a sample of Shopee consumers, students of the Faculty of Economics, Tamansiswa University of Bachelor of Economics, as many as 93 respondents. Drawing illustrations using purposive sampling method, collecting information by means of a questionnaire survey. Information is processed using SPSS. Test results in this research, it proves that the Online Advertising and Celebrity Endorser variables positively and significantly affect Purchase Interest and support Purchase Decisions for Shopee consumers.Based on the results of this study the effect of online advertising on purchase intention based on the online advertising variable subtest is 4.093 and a significance value of 0.000 which is smaller than 0.05 (0.000 <0.05). The influence of celebrity endorsers on purchase intention is based on 2.199 subtests of the celebrity endorser variable and a significance value of 0.003 so it is smaller than 0.05 (0.003 <0.05). Based on the subtest, the variable value of buying interest on purchasing decisions is 3.845 and a significance value of 0.000 which is less than 0.05. The online advertising variable on purchasing decisions is 2.342 with a significance value of 0.030 which means less than 0.05 (0.030 <0.05), and the influence of celebrity endorsers on purchasing decisions based on the celebrity endorser variable subtest is 2.543 with significance. the value of 0.021 is more or less than 0.05 (0.021 <0.05).
 Keywords: Online Advertising, Celebrity End\orser, Purchase Interest, Purchase Decision
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Khaled, Salma, Bethany Shockley, Yara Qutteina, Linda Kimmel, and Kien Trung. "Testing Western Media Icons Influence on Arab Women’s Body Size and Shape Ideals: An Experimental Approach." Social Sciences 7, no. 9 (2018): 142. http://dx.doi.org/10.3390/socsci7090142.
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Western media globalization is implicated in the spread of the thin body ideal to traditional societies. Qatar—a small conservative Middle-Eastern country—has recently witnessed rapid Westernization, but the influence of Western media icons on women’s body image dissatisfaction has rarely been studied here. A 2 (celebrity or model) × 3 (thin, average, or heavy) plus a control condition between-subject experiment tested the primary hypothesis that exposure to images of thin Western models or celebrities promotes a thinner body ideal compared to neutral images. A sample of young women (n = 1145) was randomly assigned to experimental images as part of an online survey. After exposure to images, participants rated their current and desired body size and shape, reported celebrity liking, and evaluated their favorite celebrity’s body. We found little support for the desire of thinness. Viewing thin- and average-sized celebrities was significantly associated with desiring a heavier and a thinner look (respectively) among those favoring thin celebrities. Images of thin models induced the desire for a curvaceous body figure with hips especially among those favoring celebrities with hips. The findings highlight important nuances in the influence of Western media icons on body image among women in a non-Western culture.
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Tanjung, Rian, and Keni Keni. "Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi." MBIA 22, no. 1 (2023): 88–102. http://dx.doi.org/10.33557/mbia.v22i1.2144.
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This research is aimed to examine whether celebrity endorsers and electronic word of mouth (e-WOM) can partially influence purchase intention and the role of brand trust in mediating those influences. The population of this research is skincare consumers. At the same time, the sample is 150 skincare consumers in Jakarta, which were obtained by using online questionnaires and selected by using the nonprobability sampling technique in the form of convenience sampling. The data were analyzed by using the PLS-SEM method in SmartPLS 4 program. This research is expected to support skincare companies in developing marketing strategies and to be a reference for companies and researchers regarding the purchase intention of skincare products. The results showed that celebrity endorsers had a positive effect on brand trust, while e-WOM did not have a positive effect on brand trust. In addition, celebrity endorsers and brand trusts have a positive effect on purchase intention, while e-WOM does not have a positive effect on purchase intention. Finally, celebrity endorsers positively affect purchase intention mediated by brand trust, while e-WOM has no effect.
 
 Keywords: Celebrity endorser, e-WOM, purchase intention, brand trust, skincare product
 
 Abstrak
 Penelitian ini bertujuan untuk menguji apakah celebrity endorser dan e-WOM secara parsial dapat mempengaruhi purchase intention, serta peran brand trust dalam memediasi pengaruh tersebut. Populasi penelitian ini adalah konsumen skincare, sedangkan sampelnya adalah 104 konsumen skincare di Jakarta yang diperoleh dengan menggunakan kuesioner online dan dipilih dengan teknik nonprobability sampling berupa convenience sampling. Data dianalisis dengan metode PLS-SEM pada program SmartPLS 4. Penelitian ini diharapkan dapat mendukung perusahaan perawatan kulit dalam mengembangkan strategi pemasaran, dan menjadi referensi bagi perusahaan dan penelitian mengenai minat beli produk perawatan kulit. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif terhadap brand trust, sedangkan e-WOM tidak berpengaruh positif terhadap brand trust. Selain itu celebrity endorser dan Brand trust berpengaruh positif terhadap purchase intention, sedangkan e-WOM tidak berpengaruh positif terhadap purchase intention. Akhirnya celebrity endorser berpengaruh positif terhadap purchase intention yang dimediasi oleh brand trust, sedangkan e-WOM tidak berpengaruh.
 
 Kata kunci: Dukungan selebriti, e-WOM, niat beli, kepercayaan merek, produk skincare
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Akramiah, Nurul, Sri Hastari, and Isny Maulana Sari. "THE EFFECT OF BRAND AMBASSADOR AND CELEBRITY ENDORSER ON CONSUMER PURCHASE INTEREST OF LE MINERALE ON STUDENTS FACULTY OF ECONOMICS, MERDEKA UNIVERSITY, PASURUAN." Dinasti International Journal of Digital Business Management 3, no. 1 (2021): 65–73. http://dx.doi.org/10.31933/dijdbm.v3i1.1076.
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Businesspeople are aware of the intense competition as evidenced by the many innovative products that have emerged. It requires companies to develop all aspects of business support, one of which is a marketing strategy. Communicating products through influencers, such as brand ambassadors and celebrity endorsers, is considered adequate to increase customer purchase interest for the sake of survival and competition in an increasingly complex business industry. This study aims to determine the simultaneous and partial effect of brand ambassador and celebrity endorser variables on customer purchase interest in Le Minerale products. In this study, researchers used quantitative methods with an associative approach. The population of this research is all active students of the Faculty of Economics, Merdeka University, Pasuruan, with a total sample of 65 people taken by purposive sampling technique. With the use of multiple linear regression analysis techniques. Based on simultaneous testing, the brand ambassador and celebrity endorser variables jointly have a significant effect on customer purchase interest. Based on the partial test, the brand ambassador variable has a significant effect on customer purchase interest, and the celebrity endorser variable has a significant effect on customer purchase interest. While the value of R Square shows that the brand ambassador and celebrity endorser variables can explain the customer purchase interest variable by 43%, while the remaining 57% is influenced and explained by other factors not examined in this study.
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Noemi, C. Vega, G. Pascual Ysmael, C. Dela Cruz Jessa, et al. "Perception of consumers toward celebrity endorsements of students at Nueva Ecija University of Science and Technology, San Isidro Campus." World Journal of Advanced Research and Reviews 24, no. 3 (2024): 3196–206. https://doi.org/10.5281/zenodo.15261634.
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<strong>Background and objectives: </strong>Celebrity endorsements have emerged as a common tactic in marketing and advertising that manipulates the fame and influence of well-known people to promote products and services. The idea is that these celebrities can influence how people feel about a brand and encourage them to make purchases. The objective of this study focuses on understanding students’ thoughts and feelings about celebrity endorsements and how these might affect their buying choices. The study will describe the respondents based on their demographic profile to examine the differences in perception of various student group. In addition, this study will explore the factors affecting students’ views to understand their opinions on celebrity endorsements. Moreover, this study will examine the impact of celebrity endorsements on brand credibility and awareness. <strong>Methods:</strong> This study used a quantitative descriptive method. Researchers used structured survey as a research instrument for collecting the data. Specifically, a total of 30 students from NEUST San Isidro Campus are selected participants of the survey. Along with primary data, the researchers also made use of secondary resources in the form of published articles and literatures to support the results. <strong>Findings:</strong> The findings showed that 43% of the respondents agree and 30% strongly agree that celebrity endorsements can make the products look trendy. Indicating that it can be an effective marketing tool because celebrities have diverse fan bases and cause great influence so they are often tied with their endorsed products. In addition to this, 23 out of 30 are more likely to purchase a product endorsed by a famous celebrity. The study also reveals that positive reviews on a product endorsed by a celebrity can influence consumer trust to buy the product which scored a weighted mean of 3.13 being the highest in the factors under product reviews on celebrity endorsements, and followed by 3.03 weighted mean indicating that consumers are more likely to trust the product if the celebrity endorser not only promotes but also use those products. Furthermore, the factor in which consumer compare the price of celebrity endorsed product with non-endorsed before purchasing scored a weighted mean of 3 presents that students agree with this aspect. <strong>Conclusion: </strong>The result of the study shows that celebrity endorsements play a significant role in making a product desirable, increase brand awareness, improve brand image or stand out from competitors, and build trust and credibility to consumer.
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Williams, Joshua L., Carlota Cruces Serrano, Nancy G. McCarley, and Jonathan E. Roberts. "Freudian Dream Theory, Celebrity Admiration, and Intuitive Thought." Studies in Social Science & Humanities 2, no. 3 (2023): 1–9. http://dx.doi.org/10.56397/sssh.2023.03.01.
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We sought to replicate and extend previous work to examine the relationship between individuals’ belief in four common dream perspectives, including the Freudian, celebrity admiration, and rational and experiential abilities. We administered a short dream theories questionnaire, the Celebrity Attitude Scale (CAS), and the Rational-Experiential Inventory (REI-40) to 122 university students. Key results indicate strong support for the Freudian perspective on dreams with individuals who support that perspective tending to operate more experientially rather than rationally. We did not discover strong relationships between the CAS and the dreams theories questionnaire nor the REI-40. Results are discussed in terms of how the current results fit in the recent empirical literature and how they forge new pathways for future research in the area of belief in pseudoscientific perspectives and parasocial relationships.
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Dwivedi, Abhishek, Lester W. Johnson, and Robert E. McDonald. "Celebrity endorsement, self-brand connection and consumer-based brand equity." Journal of Product & Brand Management 24, no. 5 (2015): 449–61. http://dx.doi.org/10.1108/jpbm-10-2014-0722.
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Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.
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Devanagiri, Dewa Gede Agung Wikrama Aditya, and Ni Made Rastini. "PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION (STUDI PADA KONSUMEN KOPI JANJI JIWA DI KOTA DENPASAR)." E-Jurnal Manajemen Universitas Udayana 11, no. 11 (2022): 1873. http://dx.doi.org/10.24843/ejmunud.2022.v11.i11.p02.
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Promise Jiwa is one of the coffee shops in Indonesia that uses celebrity endorsers in marketing their products. This study aims to analyze the effect of brand image in mediating the influence of celebrity endorsers on purchase intention at Kopi Janji Jiwa in Denpasar City. The location of this research is the Jiwa Jiwa in Denpasar City. The population of this study includes consumers who live in Denpasar City with a total sample of 130 samples. The sample was determined by purposive sampling. Collecting data using survey methods and research instruments in the form of a questionnaire measured by a 5-point Likert scale. Data analysis was performed using Path Analysis through SPSS. The results of this study indicate that celebrity endorser has a positive and significant effect on purchase intention and brand image, brand image has a positive and significant effect on purchase intention, and brand image is able to mediate the influence of celebrity endorser on purchase intention. The theoretical implications of this study support the results of previous studies related to purchase intention. The practical implications of this research are as material for consideration and input for the management of Janji Jiwa in Denpasar City in marketing their products. For further researchers, they can add variables that can affect purchase intention, expand the scope of research, or change the research location. Keywords: celebrity endorser; brand image; purchase intentions; Soul Promise Coffee
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Pardede, Mery Christina, Amrin Fauzi, and Beby Karina Fawzeea Sembiring. "The Effect of Celebrity Endorsers and Product Quality on Purchase Decisions Through Brand Image in AUD Face Wash at The Irian Bahagia’s Supermarket in Medan City." International Journal of Research and Review 9, no. 11 (2022): 187–97. http://dx.doi.org/10.52403/ijrr.20221126.
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Modern life offers convenience and practicality to support appearance, one of which is the use of care or cosmetic products. Cosmetics are one very important thing, especially to support consumer beauty. Currently, cosmetics are a necessity that cannot be underestimated, because almost all consumers, especially women, cannot be separated from cosmetic products every day. This research was conducted to examine the effect of Celebrity Endorser image and product quality on purchasing decisions for AUD cosmetics among women in Medan. This research is motivated by cosmetics which currently have become a primary need, especially for most women. This causes the cosmetic industry to compete competitively with various strategies to attract consumers to use its products. This research uses a quantitative approach method. The population in this study were consumers of AUD cosmetics users and a sample of 96 respondents was taken. The sampling technique in this study was purposive sampling. The data collection method uses a questionnaire method which is measured using a Likert scale. The analytical method used in this research is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, T-test, F-test, and determinant coefficient test (R2). Tests were carried out using SPSS. The results showed that the celebrity endorser image variable affected the purchasing decision variable by 33,8% and the brand image variable by 39,3%. While the product quality variable has an effect on 8.5% of the purchasing decision variable and it can be concluded that the brand image variable (X3) has a more dominant influence on the purchasing decision variable (Y) than the celebrity endorser (X1) and product quality (X3). The results showed the simultaneous influence of the independent variables, namely celebrity endorser, brand image and product quality on the dependent variable, namely the use satisfaction of 81.7%. While the rest is explained by other variables that are not known in this study. Keywords: Celebrity Endorser, Product Quality, Brand Image, Purchase Decision