The Effect of Couple Model Strategy on the Persuasiveness of Celebrity Endorsement: The Role of Couple Fit and Product Type

2018 ◽  
Vol 26 (1) ◽  
pp. 117-154
Author(s):  
Jong Hyuk Lee ◽  
Woo Young Gil
Keyword(s):  
Product Type ◽  
Couple Model ◽  
Celebrity Endorsement

scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

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).

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

scholarly journals Data on customer perceptions on the role of celebrity endorsement on brand preference

Data in Brief ◽  
2018 ◽  
Vol 18 ◽  
pp. 1107-1110 ◽  
Author(s):  
Ayodotun Stephen Ibidunni ◽  
Maxwell Ayodele Olokundun ◽  
Oyebisi Mary Ibidunni ◽  
Taiye Tairat Borishade ◽  
Hezekiah Olubusayo Falola ◽  
...  
Keyword(s):  
Brand Preference ◽  
Celebrity Endorsement ◽  
Customer Perceptions

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

The more envious the consumer, the more impulsive? The moderating role of self-monitoring and product type

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jinsheng Cui ◽  
Mengwei Zhang ◽  
Chaonan Yin ◽  
Li Li ◽  
Jianan Zhong
Keyword(s):  
Social Comparison ◽  
Product Type ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Comparison Theory ◽  
Self Monitoring ◽  
Content Type ◽  
Mediating Role ◽  
Underlying Mechanisms

Purpose This paper aimed to explore the influence of envy on impulsive consumption from aspects of the internal psychological mechanism and boundary conditions.Design/methodology/approach Based on social comparison theory, four studies were conducted in this research: The first study explored the effect of envy on impulsive consumption; the second study explored the moderating effect of self-monitoring and the mediating effect of materialism; the third study explored the moderating effect of product type and the fourth study explored the effectiveness of social comparison contexts on the arousal of envy.Findings Study 1 showed that envy could significantly trigger consumers' impulsive consumption. Study 2 indicated that participants experiencing self-monitoring had a higher level of materialism and a stronger propensity to consume impulsively once the emotion of envy emerged. Study 3 suggested that when participants were more envious, their levels of materialism increased with more impulsivity to buy material products. Study 4 revealed that upward comparisons led to a higher level of envy and re-validated the mediating role of materialism between envy and impulsive consumption.Research limitations/implications This study provides evidence for the association between envy and consumer behaviour and clarifies the underlying mechanisms of the relationship between envy and impulsive consumption.Practical implications Marketers could take advantage of consumers' envy after social comparisons without damaging brand image.Originality/value First, this study extended the effects of envy on consumer decisions, suggesting that envy stimulates impulsive consumption by increasing consumers' materialism. Second, this study revealed the boundary condition of product type, namely, material and experiential.

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