scholarly journals Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case

2019 ◽  
Vol 5 (2) ◽  
pp. 47
Author(s):  
Maria Eka Kurniawati
Keyword(s):  
Social Media ◽  
Social Life ◽  
Communication Strategy ◽  
Celebrity Endorsement ◽  
Value Perception ◽  
Celebrity Endorser ◽  
Multiple Product ◽  
The Impact ◽  
Product Endorsements ◽  
Emotional Level

Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy. Keywords: multiple product endorsement, celebrity endorsement

Tantangan Literasi Era Media Digital (Analisa Pengguna Media berdasarkan Model Kemungkinan Elaborasi)

2017 ◽  
Vol 6 (2) ◽  
pp. 38-52
Author(s):  
Reza Praditya Yudha
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Social Life ◽  
Mass Communication ◽  
Communication Strategy ◽  
Public Access ◽  
Message Processing ◽  
Likelihood Model ◽  
Public Message ◽  
The Impact

Negative content is a common thing encountered in social media. Not resolved yet, precisely social media is used as reference or source by mass media. In fact, media literacy has been put into practice and exposed the dangers of negative content since long time ago. Two interesting phenomena are; negative content that predicted would be soar on Jakarta Governor Election, April 2017, was missed. Those negative content still exists, organized, even commodified nowdays. The second phenomenon, the community is not just as an audience anymore. They even more daring to exist as an artist in social media. The study aims to analyze the use of media and its implications on media institution. It is important to determine the accuracy of media literacy strategies based on massive, reactive, and plural Indonesian public character. Research is in the literature review area, analyzing mass communication strategy, and presented by descriptive qualitative. The Elaboration Likelihood Model that explains central or peripheral routes of public message processing and attribution is used as the theoretical basis. The results; public using central routes are motivated for economic and social benefits. While the aspect of ability of the route is not synergy due to low competence and public ability to be critical. The peripheral route is formed by convenience, wide, and realtime interaction in social media. Researcher concludes, literacy requires ethical material and its implications in social life. For example by showing the impact and relevance of media usage in social situations. In addition, public access to seek the truth, provide feedback, and discussions need to be opened wide so that the public can think critically without intervention or doctrine.

scholarly journals TANTANGAN LITERASI ERA MEDIA DIGITAL (ANALISA PENGGUNA MEDIA BERDASARKAN MODEL KEMUNGKINAN ELABORASI)

2017 ◽  
Vol 6 (1) ◽  
pp. 132
Author(s):  
Reza Praditya Yudha
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Social Life ◽  
Mass Communication ◽  
Elaboration Likelihood Model ◽  
Communication Strategy ◽  
Public Access ◽  
Elaboration Likelihood ◽  
Likelihood Model ◽  
The Impact

Abstract                Not only information, social media also encounters negative content and hoax. Not resolved yet, precisely social media is used as reference or source by mass media. In fact, media literacy has been put into practice and exposed the dangers of negative content since long time ago. Two interesting phenomena are; negative content that predicted would be soar on Jakarta Governor Election, April 2017, was missed. Those negative content still exists, organized, even commodified nowdays. The second phenomenon, the community is not just as an audience anymore. They even more daring to exist as an artist in social media. The study aims to analyze the use of media and its implications on media institution. It is important to determine the accuracy of media literacy strategies based on massive, reactive, and plural Indonesian public character.               Research is in the literature review area, analyzing mass communication strategy, and presented by descriptive qualitative. The Elaboration Likelihood Model that explains  central or peripheral routes of public message processing and attribution is used as the theoretical basis. The results; public using central routes are motivated for economic and social benefits. While the aspect of ability of the route is not synergy due to low competence and public ability to be critical. The peripheral route is formed by convenience, wide, and real time interaction in social media. Researcher concludes, literacy requires ethical material and its implications in social life. For example by showing the impact and relevance of media usage in social situations. In addition, public access to seek the truth, provide feedback, and discussions need to be opened wide so that the public can think critically without intervention or doctrine. Keywords : Negative Content, Media Institutions, Elaboration Likelihood Model

scholarly journals The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products

SIASAT ◽  
2021 ◽  
Vol 6 (1) ◽  
pp. 59-72
Author(s):  
Evelyn Maurencia ◽  
Hery Winoto Tj ◽  
Soegeng Wahyoedi
Keyword(s):  
Social Media ◽  
Communication Strategy ◽  
Global Perspective ◽  
Celebrity Endorsement ◽  
Goods And Services ◽  
Internet Users ◽  
Technological Advances ◽  
Marketing Tool ◽  
The Right ◽  
The Impact

At this time, technological advances are increasingly having a strong enough impact and if it can be utilized properly, this maximizes the results obtained from the existence of the technology itself. Especially in the act of marketing an item, using social media that has many users will make the product marketing process much easier. Supported by the current pandemic conditions that have made major changes in purchasing and selling product transactions, as well as a fairly high increase in internet users. Therefore, using social media that displays advertisers in the form of videos will be considered effective. For now, people are starting to be presented with various types of social media featuring videos such as Youtube, Snapchat, Instagram & TikTok. According to research (OGUNSIJI, 2012) celebrity endorsement is a marketing tool created to show differentiation points between various brands and coverage in the market. Meanwhile, (Nelson & Gloria, 2012) focuses celebrity support on a global perspective because this is a communication strategy that will create promotional actions for a product in the form of goods and services in society. The right choice should be made to choose a celebrity to endorse a brand, as celebrity endorsement can affect the image and productivity of an organization in positive or negative ways. With this research, it is hoped that entrepreneurs who want to market their products will be wiser and easier in choosing what kind of media are currently having a high appeal to consumers. In addition, readers will also be invited to see the benefits of the impact of celebrity endorsement, the quality of a product and how the price affects consumer purchase interest.   

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

scholarly journals Social Media Usage and Development of Psychiatric Disorders in Childhood and Adolescence: A Review

2021 ◽  
Vol 11 ◽  
Author(s):  
Ilaria Cataldo ◽  
Bruno Lepri ◽  
Michelle Jin Yee Neoh ◽  
Gianluca Esposito
Keyword(s):  
Social Media ◽  
Social Life ◽  
Developmental Stages ◽  
Clinical Work ◽  
Childhood And Adolescence ◽  
Media Usage ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Multidisciplinary Perspective ◽  
The Impact

Social media platforms, such as Facebook, Twitter, and Instagram, are now part of almost everyone's social life, especially for the newer generations. Children and teenagers grew up together with these Internet-based services, which have become an integral part of their personal and social life. However, as reported in various studies, psychological and psychiatric problems are sometimes associated with problematic usage of social media. The primary purpose of this review is to provide an overview of the cognitive, psychological, and social outcomes correlated with a problematic use of social media sites during the developmental stages, from age 10 to 19 years. With a specific focus on depression, anxiety, eating, and neurodevelopmental disorders, the review also discusses evidence related to genetic and neurobiological issues, together with the implications in clinical work and future directions under a multidisciplinary perspective. While the scientific community has made significant progress in enhancing our understanding of the impact of social media on teenagers' lives, more research integrating biological and environmental factors is required to fully elucidate the development of these disorders.

Social Media Influencers and Consumer Online Engagement Management

2017 ◽  
pp. 1398-1406
Author(s):  
Qiang (Steven) Lu ◽  
Zhen Yi Seah
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Social Distance ◽  
Deep Understanding ◽  
Celebrity Endorsement ◽  
Product Characteristics ◽  
Brand Engagement ◽  
Online Engagement ◽  
Different Types ◽  
The Impact

With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.

TripAdvisor and reputation: a case study of the hotel industry in Cyprus

2017 ◽  
Vol 12 (3) ◽  
pp. 316-334 ◽  
Author(s):  
Nicholas Nicoli ◽  
Evgenia Papadopoulou
Keyword(s):  
Social Media ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Reputation Management ◽  
Annual Reports ◽  
Content Type ◽  
Online Reputation ◽  
The Impact ◽  
And Training

Purpose The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online reputation strategy in an evolving digital landscape. Design/methodology/approach Through the use of an exploratory case study, data were gathered primarily by means of a series of expert interviews within the hotel industry in Cyprus, today a mature holiday destination in Europe. Further data collection included a document search of presentations, annual reports, past surveys and sales and marketing literature from the examined industry. Findings Hotel communication practitioners are fully aware of the impact of social media in managing reputation. Constant monitoring, prompt responses, training and transparency were identified as key factors. Online reputation management needs to be taken into consideration when designing a comprehensive integrated communication strategy. Research limitations/implications Congruence amongst interviewees in certain areas could be on account of the homogeneity of practitioners, of their background and training and of similar organisational cultures across the locale of study. This leads to limits in the generalisations from this study’s findings. Practical implications Encouragement and training of employees were amongst the primary suggestions that emerged. An internal and external environmental scan, recognising possible strengths, weaknesses, opportunities and threats, which could assist in the effective engagement and monitoring of the organisation’s online presence, were also suggested. Originality/value The uniqueness of the study lies in its exploration of reputation management of a well-known traveller’s platform by addressing social media content in both a proactive and reactive manner.

Rebuilding a global brand under crisis – case of a global brand Maggi

2019 ◽  
Vol 13 (2) ◽  
pp. 118-139 ◽  
Author(s):  
Rajesh Kumar Srivastava
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Image ◽  
Communication Strategy ◽  
Purchase Behavior ◽  
Primary Research ◽  
Content Type ◽  
Global Brand ◽  
Brand Crisis ◽  
The Impact

Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior. Design/methodology/approach The research methodology consisted of two types of data: primary and secondary data. The secondary research consisted of social media brand sentiments and financial analysis. The primary research focused on perception study of brand quality, consumer brand equity, brand reliability, brand image, purchase and brand switch behavior. Findings Maggi used social media extensively to address the issue and re-build the brand reliability and confidence among its users. Communication strategy adopted by focusing on the past experience of consumers and using them as a spokesperson generated a positive sentiment towards the brand under crisis. Research limitations/implications While Maggi suffered the backlash because of the controversy across the length and breadth of India and was banned in a number of states, the author could conduct the primary research only in one city of the state of Maharashtra, Mumbai. The effectiveness of the survey was impacted because of the geographic limitations the author faced while collecting the responses. The survey would have definitely been more effective, with responses collected from different states and with more number of respondents. Fishbein is very old, from the 1980s, even though this theory has met the test of time. Application of the effect of experiences on experiential perceptions and how this influences value through networking could have been used to explain the same. Practical implications An important implication of this paper’s findings for practice, therefore, is that brands should incessantly strive to maintain the consumers’ level of trust, as it is essential for the preservation of the brand equity after a crisis. Crisis-stricken brands should safeguard their reputations from the negative effects of crises. It is even more important for any brand to act appropriately when the cause of the crisis is attributed to its actions and processes. Managers have to address the quality of products in case of brand crisis for restoring trust, image and reliability in the brand. Right type of communication to right targeted consumers will help in the restoration of the image, trust on the brand and bring back loyal customers. Managers have to build brand equity on a regular basis, as a strong brand can recover faster as seen from this paper. Originality/value This paper helps to upgrade the knowledge and understanding of the impact of the controversy on brand equity and image and how the crisis management strategy can be adopted to regain the mind share and equity. This paper will help the brands in the future to know how a crisis can be managed efficiently by drawing a cue from the strategies implemented by Maggi.

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

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