Effectiveness of celebrity endorsement of a political candidate among young voters

2017 ◽  
Vol 45 (9) ◽  
pp. 1425-1436
Author(s):  
Nam-Hyun Um
Keyword(s):  
Party Identification ◽  
Elaboration Likelihood Model ◽  
Social Identification ◽  
Elaboration Likelihood ◽  
Celebrity Endorsement ◽  
Young Voters ◽  
Political Candidate ◽  
Reactance Theory ◽  
Likelihood Model ◽  
Celebrity Endorser

I examined how voters' attitudes may be influenced by celebrity endorsement of a political candidate. In the study I drew upon reactance theory, reinforcement theory, social identification theory, and the elaboration likelihood model to investigate the effects on young decided and undecided (swing) voters of party identification and identification with a celebrity endorser in a political campaign. I used a 2 × 2 × 2 between-subjects factorial design to examine the factors of voters' party identification, identification with a celebrity endorser, and status of voting intention of 256 U.S. university students enrolled in a journalism course. The results suggest that party identification and identification with a celebrity endorser are predictors of effectiveness for celebrity endorsement of political candidates. Theoretical and practical implications are discussed.

scholarly journals Pengaruh Daya Tarik Iklan Shopee di Televisi terhadap Minat Beli Berdasarkan Elaboration Likelihood Model di Lingkungan Mahasiswa Ilmu Komunikasi UMN Angkatan 2016

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 194
Author(s):  
David Ricardo ◽  
Yugih Setyanto ◽  
Anto Sudarto
Keyword(s):  
Correlation Coefficient ◽  
Significant Influence ◽  
Research Method ◽  
Statistical Approach ◽  
Elaboration Likelihood Model ◽  
T Test ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
Celebrity Endorser ◽  
Ad Creativity

The purpose of this study was to determine the effect of the attractiveness of Shopee Advertising on television on buying interest based on ELM in the Communication Sciences UMN Class of 2016. The research method used was quantitative, namely by using a statistical approach, a sample of 190 people. From the results of calculations using SPSS, it is known that the correlation coefficient (r) of 0.803 means that the influence between Ad Creativity, Attractiveness of Celebrity Endorser and Credibility of Celebrity Endorser on Buying Interest is very strong. The results showed 1) There was a significant influence between Advertising Creativity on Purchase Interest, this was evidenced by the results of the significance value in the T test of 0.00 <0.05; 2) There is no significant influence between the attractiveness of Celebrity Endorser on buying interest, this is evidenced by the results of the significance value in the T test of 0.123> 0.05; 3) There is a significant influence between the credibility of Celebrity Endorser on Purchase Interest, this is evidenced by the results of the significance value in the T test of 0.00 <0.05; 4) There is a significant influence of Advertising Creativity, Attractiveness of Celebrity Endorser and Credibility of Celebrity Endorser together on buying interest, this is evidenced by the significant value on the F test of 0.00 <0.05. Tujuan penelitian untuk mengetahui  Pengaruh Daya Tarik Iklan Shopee Di Televisi Terhadap Minat Beli Berdasarkan ELM Di Lingkungan Mahasiswa Ilmu Komunikasi UMN Angkatan 2016. Metode penelitian yang digunakan kuantitatif, yaitu dengan menggunakan pendekatan statistik, sampel yang digunakan sebanyak 190 orang. Dari  hasil  perhitungan  dengan  menggunakan  SPSS, diketahui nilai koefisien korelasi (r) sebesar 0,803 artinya pengaruh antara Kreativitas Iklan, Daya tarik dan Kredibilitas terhadap Minat Beli adalah sangat kuat.  Hasil penelitian menunjukkan 1) Terdapat pengaruh yang signifikan antara Kreativitas Iklan terhadap Minat Beli, hal ini dibuktikan dengan hasil nilai signifikansi pada uji T sebesar  0,00  < 0,05; 2) Tidak terdapat pengaruh yang signifikan antara Daya tarik Celebrity Endorser terhadap Minat beli, hal ini dibuktikan dengan hasil nilai signifikansi  pada uji T sebesar  0,123 > 0,05;  3) Terdapat pengaruh yang signifikan antara Kredibilitas Celebrity Endorser terhadap  Minat Beli, hal ini dibuktikan dengan hasil nilai signifikansi pada uji T sebesar  0,00  < 0,05; 4) Terdapat pengaruh yang signifikan Kreativitas Iklan, Daya tarik dan Kredibilitas secara bersama-sama terhadap Minat beli, hal ini dibuktikan dengan nilai signifikan pada uji F sebesar 0,00 < 0,05.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

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