Relevant bibliographies by topics / Endorsements in advertising

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

Academic literature on the topic 'Endorsements in advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 30 July 2024

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Journal articles on the topic "Endorsements in advertising"

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

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Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
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Shofaranti, Isna, Haniva Azzahra Hidayat Putri, and Yono Maulana. "The Effect of Fear of Missing Out, Celebrity Endorsements and Advertisements on Impulsive Buying, Case Study: Brand Skintific on The Tiktok Application." International Journal of Social Service and Research 4, no. 05 (2024): 1205–15. http://dx.doi.org/10.46799/ijssr.v4i05.777.

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This study aims to examine the effect of fear of missing out, celebrity endorsements and advertising on impulsive buying. This study involved 150 respondents domiciled in Ciayumajakuning, selected through a purposive sampling procedure. The analysis method used is a quantitative method. The population of this study is the ciayumajakuning community who have purchased skintific brands on the TikTok application. The results showed that Fear of missing out had a significant positive effect on impulsive buying. Then celebrity endorsements have a positive and significant effect on impulsive buying. In addition, advertising has also proven a relationship between fear of missing out and celebrity endorsements with impulsive buying. This research provides a deeper understanding of the factors that influence impulsive buying in skintific brands on official TikTok. Thus, this study makes an important contribution in understanding the relationship between fear of missing out, celebrity endorsement, advertising and impulsive buying in the context of skintific brands.
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Jung, Minah H., and Clayton R. Critcher. "How Encouraging Niceness Can Incentivize Nastiness: An Unintended Consequence of Advertising Reform." Journal of Marketing Research 55, no. 1 (2018): 147–61. http://dx.doi.org/10.1509/jmr.14.0654.

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Enacted in an effort to discourage negative political advertising, American regulations mandate that candidates endorse their ads (“My name is ___, and I approve this message.”). Four studies suggest that mandatory endorsements enhance the perceived credibility of some ads these regulations were designed to discourage. This research tests for what types of messages mandatory endorsements have this effect, and why. Mandatory endorsements boosted evaluations of policy-focused attack ads—those typically plagued by overcomeable skepticism—but had no consistent effect on positive or character-focused ads. Mandatory endorsements boost ad believability—largely outside of participants' awareness—for two reasons: (1) the tagline offers a legitimizing association with regulation and (2) the candidates' own personally delivered endorsement language offers an implicit promise of the ads' truth value. The authors discuss how these findings bring order to and extend previous work on mandatory endorsements and ironic effects of communications requirements. Finally, they consider how regulations could be reformed to promote the public good by informing (without misleading) the electorate.
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Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.

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The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.
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Berliantha, Berliantha, Anne Shavira, Ilma Ainun Nabila Fasya, and Ghita Rhakasiwi. "PERTANGGUNGJAWABAN HUKUM INFLUENCER YANG MELANGGAR TATA CARA PERIKLANAN DALAM MELAKUKAN ENDORSEMENT." IBLAM LAW REVIEW 2, no. 3 (2022): 45–55. http://dx.doi.org/10.52249/ilr.v2i3.92.

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Influencers are well-known individuals who have a large following on social media and are considered a strong influence on their followers. Because they have influence and a large number of followers, many business actors hire influencer endorsement services. This aims to expand market reach so that the products of business actors can be recognized by many people. However, there is no guarantee that the information submitted by Influencers in advertising a product is correct. The reviews given can be misleading, so that in reality consumers are always in a position of ignorance and are always at a loss. This study aims to determine the forms of violations in advertising procedures and legal liability for the behavior of influencers when making endorsements by comparing the laws and regulations related to the problems studied. Researchers want to know which laws and regulations are more relevant in giving the burden of responsibility to these influencers. This research uses normative legal research methods. The approach used in solving the problems in this research is the statutory approach and conceptual approach. The results of this study indicate that there are no special regulations governing influencers who do endorsements on social media. Although there are no specific regulations governing influencers, it is emphasized that influencers can follow the regulations regarding advertising when making endorsements. Keywords: Influencer, endorsement, accountability
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Paul, Newly, and Chance York. "I Approve This Candidate: The Strategic Use of Ad Endorsements in the 2008 Election." PS: Political Science & Politics 48, no. 04 (2015): 584–89. http://dx.doi.org/10.1017/s1049096515000803.

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ABSTRACTContextual and strategic factors that influence the use of endorsements in political advertisements represent an underexplored area of the scholarly literature, resulting in a gap between the art and science of campaigning and the advertising-effects literature. This article uses data from the Wisconsin Ad Project to study endorsements in ads aired during the 2008 election cycle. We show that endorsements are used strategically by campaigns and that four factors—candidate characteristics, campaign characteristics, ad format, and timing—affect whether an ad containing an endorsement is aired. Specifically, endorsements are more likely to appear in positive ads, are primarily used by incumbents and female candidates, are less likely to appear in competitive races, and tend to air less frequently as a campaign progresses.
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Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the level of congruence (assessed using brand personality scales) on abnormal returns is also examined. Findings – Event study results indicate significant positive abnormal returns for corporate brands and insignificant returns to house-of-brands. Moreover, the level of congruence is found to have an insignificant effect on endorsement announcement returns. Overall, celebrity endorsements result in positive economic value to Indian firms. Originality/value – This study evaluates the differences in the effectiveness of celebrity endorsements (which might form a significant part of advertising costs) to firms following different branding strategies. Findings from this study indicate that celebrity endorsement announcements from house-of-brands do not lead to any significant stock market returns (in terms of market value). Further, contrary to current literature, the results indicate that the congruence between brand and celebrity has no impact on returns to endorsements in India, warranting further examination of whether congruence or likeability is important in endorsements.
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Aljasir, Shuaa. "Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users." Journal of Creative Communications 14, no. 1 (2019): 15–30. http://dx.doi.org/10.1177/0973258618822608.

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This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.
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Ramadhani, Ayunda, and Nurul Insani. "Celebrity Endorsements and Brand Attitudes Toward Buying Interest." International Journal of Social Science and Business 7, no. 2 (2023): 305–12. http://dx.doi.org/10.23887/ijssb.v7i2.47383.

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In recent years, the influence of celebrities on brand advertising is very promising. Undoubtedly, celebrity endorsements increase a company's brand awareness through endorsements. This study aims to determine the influence of celebrity endorsement and brand attitude on buying interest in adolescents. This study used a quantitative approach. The subjects of this study amounted to 100 students at SMA X Sangatta Utara who were selected by purposive sampling techniques. The data collection methods used were the scale of purchase intent, celebrity endorsements, and brand attitudes. The data analysis technique used is multiple linear regression. The collected data was analyzed with the help of the Statistical Package for Social Science (SPSS) program version 21.0 for windows. The results of this study showed that there was a significant influence between celebrity endorsement and brand attitude towards buying interest (F = 39.0 16; p = 0.000; R2 = 37.5%). There was no significant effect between celebrity endorsements on buying interest (β = 0.070; t = 1.978; p = 0.544). There was a significant influence between brand attitudes toward purchase intent (β = 0.556; t = 4.859; p = 0.000).
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Van der Waldt, Delarey, M. M van Loggerenberg, and L. Wehmeyer. "Celebrity endorsements versus created spokespersons in advertising: a survey among students." South African Journal of Economic and Management Sciences 12, no. 1 (2011): 100–114. http://dx.doi.org/10.4102/sajems.v12i1.263.

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In this study the use of endorsements in advertising was investigated. Endorsements can either be in the form of a celebrity acting as a spokesperson for an organisation or the organisation can create a spokesperson to act as an endorser. The problem that faces marketers is that little scientific proof exists if students perceive celebrity endorsements and creative spokespersons differently with regard to their expertise and trustworthiness. The aim of this study was to determine the attitudes of respondents with regard to expertise, trustworthiness and attractiveness of created spokesperson and celebrity endorsements in advertisements. This knowledge will provide marketing professionals with the strategic advantage of how and when to make use of an endorser.Ohanian’s (1990) measurement scale of perceived expertise, trustworthiness and attractiveness was adopted in a self-administrative questionnaire for this article. Respondents (n=185) were exposed to six visual images of endorsers namely: three celebrities and three created spokespersons. It was found that attractiveness should not be used as a factor when comparing created endorsers with celebrity endorsers. The respondents perceived both endorsement applications as highly credible and professionals need to consider each application’s advantages and disadvantages when deciding which application will be more effective for their advertising strategy. In the long term the organisation might find it more cost effective to create its own spokesperson due to the risk of possible characteristics changes or negative associations of celebrity endorsers. Revoking advertisements after celebrity endorsers have received negative publicity or changed character can lead to great financial losses. Created endorsers, on the other hand, provide the organisation with greater control and the ability to change to adapt to the organisations market and advertising needs.
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Dissertations / Theses on the topic "Endorsements in advertising"

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Backe, Peter N. "The role of fashion supermodels in advertising." Thesis, University of Oxford, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.365548.

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Gurel, Atay Eda 1980. "Celebrity endorsements and advertising effectiveness: The importance of value congruence." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11566.

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xvi, 152 p. : col. ill.
Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used frequently by these researchers is the match-up hypothesis. This theory suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit. Some researchers suggested that attractive celebrities will be more effective if they are used to promote attractiveness-related products. Other researchers claimed that when there is congruence between the product type and the celebrity profession, advertising effectiveness will be enhanced; however, these existing dimensions of the match-up hypothesis fall short of explaining some popular celebrity endorsement campaigns (e.g., Sharpie Pens and David Beckham). The current research contributes to the study of celebrity endorsements by adding another dimension, values, to the match-up hypothesis. Specifically, the congruence between celebrity values (as perceived by consumers) and values represented by products was considered as an alternative to the attractiveness and expertise dimensions. In a series of six experiments, support for the positive impact of celebrity-product value congruence on advertising effectiveness was found. College students exposed to the high value congruence ad spent less time in examining the ad, suggesting that participants were easily and quickly able to match up the celebrities and products. Moreover, participants who were exposed to the high value congruence ad had significantly more favorable attitudes toward ad and brand, had higher intentions to buy the product, and were more likely to recommend the product to other people than were participants who were exposed to the low value congruence ad. The results also suggested that value congruence with unfamiliar celebrities was more effective than value congruence with familiar celebrities for generating more favorable attitudes toward ad and brand and higher behavioral intentions, due probably to the minimized effect of pre-established thoughts or feelings about unfamiliar celebrities. Together these results suggest that the congruence between celebrity and product values plays an important role in advertising effectiveness.
Committee in charge: Lynn R. Kahle, Chairperson; Joan Giese, Member; David Boush, Member; Deborah Morrison, Outside Member
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Liu, Ziyu. "Celebrity endorsements of branded apparel and its role in printed advertising." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.

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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Lee, Jung-Gyo. "The match-up effect of celebrity-product congruence : do the degree of incongruence and consumer characteristics matter? /." free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3100059.

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Leung, Shuet Yan. "Effects of product involvement and endorser type : computer print ads in Hong Kong." HKBU Institutional Repository, 2000. http://repository.hkbu.edu.hk/etd_ra/246.

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Manta, Alexander. "The Celebrity Athlete: A Powerful Endorsement Tool in the Mass Media." Thesis, Boston College, 2013. http://hdl.handle.net/2345/3060.

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Thesis advisor: Michael Keith
Athletes have become major celebrities within the mass media in modern society. They appear in a wide variety of mediums and advertising campaigns that may or may not be directly related to sports. Their level of fame and popularity has landed many star athletes with multi-million dollar endorsement contracts with companies who want to associate with the athlete’s image and brand. This work attempts to further understand and analyze the role of celebrity athlete endorsers, how companies select and market their athlete spokespeople, and how audiences consume and react to these endorsements. A look at the history of celebrity athlete endorsements provides a basic understanding of how athletes became involved in advertising. This is followed by a close examination of one of the biggest athlete brands of all time: Michael Jordan. Next, certain factors and attributes are discussed that companies look for in an athlete in terms of the importance and affect that they have. This leads to a theories section that applies different lenses to the interactions between celebrity athletes and consumers in an attempt to better understand the relationship. Through these theories, it becomes clear that companies must make strategic decisions in choosing the athlete, the message, and how to connect with their target audience in a way that communicates trust and credibility. Creating a relationship between the celebrity athlete, the product, and the consumer is vital for long-term endorsement success
Thesis (BA) — Boston College, 2013
Submitted to: Boston College. College of Arts and Sciences
Discipline: College Honors Program
Discipline: Communication
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James, Kevin R. "Attitudes towards female sports stars as endorsers." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2000. https://ro.ecu.edu.au/theses/1519.

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Successful and popular sports people have often been utilised as celebrity endorsers to encourage consumers to purchase goods and services. While male sports stars have a well-documented history as product endorsers, their female counterparts have been infrequently used, rarely studied and occasionally mismanaged. Using the dimensions that influence the credibility of a celebrity endorser, this study specifically examines consumer attitudes towards female sports stars as endorsers. Respondents intention to purchase was measured for three different products. As well, the attitude towards perceived attractive and non-attractive female sports stars was also explored. A three stage design, comprising of focus groups, specific target group surveys and a final large sample survey of university students was employed to capture public attitudes. T -tests and analysis of variance were used in the data analysis. The differing attitudes in regards to attractiveness was the highlight of the study. While gender affected some attitudes and the perceived attractiveness of the sports star produced some significant results, the findings suggested that expertise was a much more important factor to induce consumers to purchase products.
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Saritmuthakul, Natsuda. "Female sports endorsement and attitudes toward brands and advertisements." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2861.

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Tunsarawiput, Onvadee. "Golfer celebrity endorsements on consumers' attitude toward the advertisement and the brand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2877.

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Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
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Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.

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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.
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Books on the topic "Endorsements in advertising"

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

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

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Cates, W. R. Unlimited referrals: Secrets that turn business relationships into gold. Thunder Hill Press, 1996.

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Martini, Daniele. Mi raccomando: L'arte della spintarella da Garibaldi a Berlusconi. Baldini & Castoldi, 2002.

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

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

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

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Stauber, John C. (John Clyde), 1953-, ed. Trust us, we're experts!: How industry manipulates science and gambles with your future. Jeremy P. Tarcher/Putnam, 2001.

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Endorsements in Advertising: A Social History. McFarland & Company, 2005.

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Celebrity Sell: Star endorsements in the classic age of advertising. Prion, 2001.

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Book chapters on the topic "Endorsements in advertising"

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Bernritter, Stefan F. "Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements." In Advances in Advertising Research (Vol. VI). Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_1.

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Barron, Emma. "Puccini, Botticelli and Celebrity Endorsements: The Art of Magazine Advertising." In Popular High Culture in Italian Media, 1950–1970. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-90963-9_6.

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Pambudi, Mega Indira, Serli Wijaya, and Ferry Jaolis. "Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?" In Proceedings of the 19th International Symposium on Management (INSYMA 2022). Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_102.

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AbstractInstagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with influencers to promote products or services sold through Instagram. This study examines the extent to which influencer credibility and advertising content value are shared to create brand trust and consumer behavioral intention. The online survey was distributed to 206 followers of three female Indonesian fashion influencers with at least four hundred thousand followers on Instagram. The results show that influencer credibility and advertising content significantly and directly influence brand trust towards Indonesian fashion products promoted by influencers. Brand trust also significantly and directly influences the followers’ behavioral intentions. However, the influencer’s credibility and his advertising content value indirectly influence the followers’ behavioral intentions through brand trust. These findings indicate that brands under influencer endorsements must first earn trust from the followers prior to encouraging their behavioral intention.
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Manning, Andrea, and Laurent Muzellec. "The Impact of Source Credibility on Irish Millennials’ Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers’ Health and Fitness Endorsements." In Advances in Advertising Research (Vol. XI). Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32201-4_5.

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

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Yang, Jing, Lana Kennedy-Foglio, Mengtian Jiang, and Eunsin Joo. "Is this Endorsement Authentic? The Role of Message Sequence in Influencer Marketing." In European Advertising Academy. Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40429-1_21.

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

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Hirose, Morikazu, Kei Mineo, Keiya Tabe, and Kanji Yanagidate. "What is the Effect of Third-Party Organization Endorsement on Perceptions? The Structural Modelling Approach." In Advances in Advertising Research (Vol. V). Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-08132-4_21.

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Choi, Jung Hwa, Tae Rang Choi, Yuhosua Ryoo, and Michael Mackert. "Would You Listen to Brad Pitt? The Impact of Construal Level and Celebrity Endorsement in Donation Advertising: An Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_43.

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Bernritter, Stefan F., Peeter W. J. Verlegh, and Edith G. Smit. "Consumers’ Online Brand Endorsements." In Advertising in New Formats and Media. Emerald Group Publishing Limited, 2016. http://dx.doi.org/10.1108/978-1-78560-313-620151009.

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Conference papers on the topic "Endorsements in advertising"

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Zitmane, Marita, and Marija Vorkule. "Should Influencers be Trusted? Analysis of Influencers’ Interaction with Children and Adolescents on Instagram and Youtube." In 80th International Scientific Conference of the University of Latvia. University of Latvia Press, 2022. http://dx.doi.org/10.22364/htqe.2022.08.

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Children and adolescents (in study it refers to age group 11 till 17) nowadays spend many hours online on social media following their favorite influencers. Children and adolescents are avid consumers of social media and constitute attractive target audiences for influencer marketing. Studies show that sponsored content from favorite social media influencers appears to be highly influential and may affect brand preferences of given audiences. Furthermore, influencer endorsements are observed to carry greater credibility and authenticity than traditional forms of advertising. This therefore raises questions about young consumers’ discernment of, and critical evaluation of the overall appropriateness when influencers act as conduits of commercial messages. The influencer interaction with young audiences in Latvian social media landscape still needs to be mapped. This paper reports on a quantitative study of the influencer communication on two social media – YouTube and Instagram. A total of 459 YouTube videos and 654 Instagram posts in time period from 01.01.2021 to 01.01.2022 were selected for analysis. The aim is to acquire knowledge on how influencers communicate with their young audiences, and do they use appropriate advertising disclosures when communicating commercial information, which is a requirement of Latvian legislation. This information is crucial for further discussion on advertising literacy of young audiences as well as legal regulation of influencer marketing. The research finds that influencers in most part do not properly mark the sponsored content. Thus, influencers both do not comply with the regulatory framework, and deny their young audience the tools to employ advertising skills.
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Nie, Chang, and Wutong Liu. "Exploring the Impact of Celebrity Endorsement of Food Advertising on Brand Sales." In 2021 International Conference on Social Development and Media Communication (SDMC 2021). Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220105.068.

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Darlius, Cynthia, and Keni Keni. "The Effect of Green Brand Image, Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product." In International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210805.005.

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Shouman, Lina. "The Use of Celebrity Endorsement in Social Media Advertising and its Impact on Online Consumers’ Behavior: the Lebanese Scenario." In ICEEG 2020: 2020 The 4th International Conference on E-commerce, E-Business and E-Government. ACM, 2020. http://dx.doi.org/10.1145/3409929.3409930.

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Heyn, Toby, Andrew Seidl, Hammad Mazhar, David Lamb, Alessandro Tasora, and Dan Negrut. "Enabling Computational Dynamics in Distributed Computing Environments Using a Heterogeneous Computing Template." In ASME 2011 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2011. http://dx.doi.org/10.1115/detc2011-48347.

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This paper describes a software infrastructure made up of tools and libraries designed to assist developers in implementing computational dynamics applications running on heterogeneous and distributed computing environments. Together, these tools and libraries compose a so called Heterogeneous Computing Template (HCT). The heterogeneous and distributed computing hardware infrastructure is assumed herein to be made up of a combination of CPUs and GPUs. The computational dynamics applications targeted to execute on such a hardware topology include many-body dynamics, smoothed-particle hydrodynamics (SPH) fluid simulation, and fluid-solid interaction analysis. The underlying theme of the solution approach embraced by HCT is that of partitioning the domain of interest into a number of sub-domains that are each managed by a separate core/accelerator (CPU/GPU) pair. Five components at the core of HCT enable the envisioned distributed computing approach to large-scale dynamical system simulation: (a) a method for the geometric domain decomposition and mapping onto heterogeneous hardware; (b) methods for proximity computation or collision detection; (c) support for moving data among the corresponding hardware as elements move from subdomain to subdomain; (d) numerical methods for solving the specific dynamics problem of interest; and (e) tools for performing visualization and post-processing in a distributed manner. In this contribution the components (a) and (c) of the HCT are demonstrated via the example of the Discrete Element Method (DEM) for rigid body dynamics with friction and contact. The collision detection task required in frictional-contact dynamics; i.e., task (b) above, is discussed separately and in the context of GPU computing. This task is shown to benefit of a two order of magnitude gain in efficiency when compared to traditional sequential implementations. Note: Reference herein to any specific commercial products, process, or service by trade name, trademark, manufacturer, or otherwise, does not imply its endorsement, recommendation, or favoring by the US Army. The views and opinions of authors expressed herein do not necessarily state or reflect those of the United States Army, and shall not be used for advertising or product endorsement purposes.
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Reports on the topic "Endorsements in advertising"

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

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