Influencers, endorsers and celebrities : marketing roles and implications
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Keywords
Influencers ; Endorsers ; Celebrities ; Marketing implications ; Marketing roles ; Celebrity endorsement ; Στάσεις καταναλωτή ; Πρόθεση αγοράς ; Διαφήμιση ; Υποστηρικτές γνώμης ; Διασημότητες ; ΜάρκετινγκAbstract
The COVID-19 pandemic has not only increased the use of social media across all age groups, but has also highlighted the need to better understand the dynamics of influencers and celebrities as key advertising tools. Little attention has been paid to the effectiveness of different paid endorsers in eliciting positive consumer reactions and positive outcomes for a brand. The main purpose of this study is to examine the effectiveness of celebrity advertising campaigns against influencers. More in detail, the effect of the type of endorser on the credibility characteristics, the intention to manipulate and finally on the effectiveness of the endorser in terms of the attitude towards the advertisement and the intention to purchase the advertised brand is investigated.To achieve the research objective, a quantitative survey was conducted with an electronic distribution of a questionnaire by creating a hypothetical advertising scenario for a sports brand product. Also, the choice was given between a Greek influencer and a celebrity from the entertainment industry.
The results showed that there are statistically significant differences in the credibility of the endorser depending on the type of endorser, with the celebrity characterized by greater credibility compared to the influencer. At the same time, it was found that endorser-brand identification is positively and significantly correlated with endorser characteristics. Additionally, an indirect negative relationship was shown to exist between endorser–brand identification and intention to manipulate through the endorser's advertising message. At the same time, it was found that the characteristics of the promoter have a positive and significant effect on the attitude towards advertising.Also, a positive and significant relationship was found between weak manipulative intent and attitude toward the endorser's advertising message. Furthermore, it was confirmed that the attitude towards advertising has a positive and significant effect on purchase intention. Finally, based on the results, strategies are proposed for marketing professionals.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
127Language
GreekCollections
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Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα