Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

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“Germany Crashes Out of World Cup”: A Mixed-Method Study on the Effects of Crisis Communication on Facebook

Journal of Sport Management ◽

10.1123/jsm.2019-0430 ◽

2021 ◽

Vol 35 (1) ◽

pp. 44-54

Author(s):

Sonja Utz ◽

Felix Otto ◽

Tim Pawlowski

Keyword(s):

Social Media ◽

Mixed Method ◽

Crisis Communication ◽

Team Member ◽

Mixed Method Study ◽

Effective Strategy ◽

World Cup ◽

Parasocial Relationships

Using social media for crisis communication has been proposed as an effective strategy because it allows teams to build parasocial relationships with fans. The authors focused on the early elimination of Germany during the 2018 Fédération Internationale de Football Association World Cup to examine the effects of (crisis) communication on Facebook. The authors compared the Facebook posts of the German team, captain Manuel Neuer, and team member Thomas Müller and examined the emoji reactions each received. Although Neuer posted text identical to that of the team, his post received a smaller proportion of angry emoji reactions. Müller received fewer angry reactions than the team, but more than Neuer. The authors also used data from a two-wave panel to study changes in evaluation and parasocial relationships and perceived authenticity as potential mediators. Only the team was evaluated more negatively after the elimination than before. Parasocial relationships mediated the effect of exposure to social media posts on evaluation.

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The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

International Journal of Engineering & Technology ◽

10.14419/ijet.v7i4.4.19602 ◽

2018 ◽

Vol 7 (4.4) ◽

pp. 30

Author(s):

Ina Melati ◽

Teddy Indira Budiwan ◽

Haryadi Sarjono

Keyword(s):

Social Media ◽

Factor Analysis ◽

Regression Analysis ◽

University Students ◽

Multiple Regression Analysis ◽

Purchase Intention ◽

Positive Impact ◽

Celebrity Endorsement ◽

Study Case ◽

Social Media Advertising

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

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Trans-mediated parasocial relationships: Private Facebook groups foster influencer–follower connection

New Media & Society ◽

10.1177/1461444820958719 ◽

2020 ◽

pp. 146144482095871

Author(s):

Mariah L Wellman

Keyword(s):

Social Media ◽

Parasocial Relationships ◽

Social Media Platform ◽

Media Platform ◽

Influential Users ◽

Multi Method Approach ◽

Method Approach ◽

Theory Extension

This essay offers an extension of the theory of parasocial relationships deemed trans-mediated parasocial relationships in which popular users rely on a specific social media platform to maintain relationships with followers previously kindled on another platform. The extension calls for scholars to pay attention to which platforms influential users are moving between and how the affordances of particular platforms help or hinder the growth of existing relationships. To explicate this theory extension, the researcher applied a multi-method approach to explore a private Facebook group run by Australian social media influencer, Sarah’s Day. The researcher investigates how members use the group to communicate their thoughts, seek support, ask questions, and share critiques of themselves and others. In this case, an influencer who originally fostered connections with followers on YouTube and Instagram built a self-sustaining Facebook group to maintain those relationships through little effort of her own, continually benefiting from follower labor.

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ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT

The EUrASEANs: journal on global socio-economic dynamics ◽

10.35678/2539-5645.3(10).2018.44-51 ◽

2018 ◽

pp. 44-51

Author(s):

Putu Nina Madiawati ◽

Mahir Pradana ◽

Luthfiany Alrasyid

Keyword(s):

Social Media ◽

Purchase Intention ◽

Celebrity Endorsement ◽

High Category ◽

Promotional Strategy ◽

Analysis Technique ◽

Advertising Appeal ◽

The One ◽

The Right ◽

Celebrity Endorsers

Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.

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