Changing Dynamics of Celebrity Endorsements

2012 ◽  
Author(s):  
Sujith Sebastian
Keyword(s):  
Celebrity Endorsements

Celebrity Endorsements and Voter Emotions: Evidence From Two Experiments

2017 ◽  
Vol 45 (4) ◽  
pp. 648-672 ◽  
Author(s):  
Anthony J. Nownes
Keyword(s):  
Presidential Election ◽  
Control Group ◽  
General Notion ◽  
Election Campaign ◽  
Hillary Clinton ◽  
Factual Information ◽  
Celebrity Endorsements ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Presidential Election Campaign

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.

scholarly journals Personality and the Impact of Celebrity Endorsements on Instagram

2021 ◽  
Vol 18 (3) ◽  
pp. 468-474
Author(s):  
Yair Amichai-Hamburger ◽  
Shir Etgar ◽  
Hadar Gil-Ad ◽  
Michal Levitan-Giat ◽  
Gaya Raz
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Locus Of Control ◽  
Strong Influence ◽  
Online Social Network ◽  
Strong Impact ◽  
Celebrity Endorsements ◽  
Internal Locus Of Control ◽  
The Impact ◽  
The Relationship

Celebrities are famous people who often belong to entertainment industry. They are known to have a strong influence on people’s behavior. In the digital age this impact has expanded to include the online arena. Celebrities increasingly utilize Instagram, an online social network, to promote commercial products. It is important to learn to what extent people are influenced by this type of promotion and what sort of people are likely to be swayed by it. Research has demonstrated that people’s personalities have a strong impact on their behaviors online. However, until now, these investigations have not included the relationship between personality and the degree of celebrity influence through social networks. This study examines how much the personality of a user is related to the degree to which he or she is influenced by these Celebrity Instagram messages. Participants comprised 121 students (34 males, 87 females). They answered questionnaires which focused on their personality and were asked about the degree of influence celebrities exerted upon them through Instagram. Results showed that people who are characterized as being open and having an internal locus of control are more resistant to such celebrity influences. This paper demonstrates that the personality of a recipient is likely to influence the degree of impact that a celebrity endorsement is likely to produce. The implications of these results are discussed.

scholarly journals From Advertisement Integration to Co-Branding: Marketing Alliances Development in Digital Environment

2019 ◽  
pp. 453-463
Author(s):  
Alexander Agenosov ◽  
Natalya Khmelkova
Keyword(s):  
Complex Model ◽  
Digital Environment ◽  
Celebrity Endorsements ◽  
Strategic Development ◽  
Brand Alliances ◽  
Foreign Companies ◽  
Brand Alliance ◽  
Marketing Alliance ◽  
Marketing Alliances ◽  
Empirical Material

The paper provides a methodological explanation of the essence of shifting from the native advertising format (advertisement integration) to co-branding (brand alliance) involving companies and influencers (opinion leaders) that interact in the digital environment. Such a shift is interpreted by the authors as a process of strategic development of marketing cooperation in the digital environment, since co-branding involves launching new products to the market and is accompanied by creating new markets and needs. The authors propose their own approach to the issue in hand from the perspective of marketing alliance typology based on the marketing complex model. Differences between advertisement integrations and co-branding are conceptualized following this model. The need to consider influencers’ role in forging brand alliances is explained from the branding theory perspective. Differences between celebrity endorsements marketing and influencer marketing are identified. The proposed methodology is applied to study actual cases of co-branding in the digital environment involving Russian and foreign companies that are associated with shaping a new market of gender-neutral cosmetics. Eventually, a conclusion is made on the need for further study of marketing alliances in the digital space to establish a comprehensive theoretical and methodology foundation and accumulate empirical material on the issue in hand.

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