University of Twente Student Theses
Star Power versus Influencer Charm – Investigating Authenticity in Celebrity-Owned Beauty Products : A 2x2 Experimental Survey Design on Brand Perception, Self-Esteem, and Purchasing Willingness in Different Settings
Sienkiewicz, Lisa (2024) Star Power versus Influencer Charm – Investigating Authenticity in Celebrity-Owned Beauty Products : A 2x2 Experimental Survey Design on Brand Perception, Self-Esteem, and Purchasing Willingness in Different Settings.
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| Abstract: | This study investigates the impact of different personas (celebrity vs. influencer) and settings (personal vs. professional) on the perceived brand authenticity of celebrity-owned beauty brands on social media. Additionally, it examines how these perceptions influence users' self-esteem and purchasing willingness. Utilizing a 2x2 experimental survey design, the study involved 116 participants (92% female, Mage = 22.71 years) who were randomly assigned to one of four conditions depicting a product endorsement by either a celebrity or an influencer in a personal or professional setting. Variables were measured using a Likert scale, and data were analyzed through two-way ANOVA and multiple linear regression. The results indicated no significant effects of persona or setting on perceived brand authenticity. However, influencers were found to positively impact self-esteem, while celebrities significantly increased purchasing willingness. Higher perceived brand authenticity was correlated with increased purchasing willingness but did not affect self-esteem. Fans of Hailey Bieber exhibited higher purchasing willingness, whereas those who disliked her reported lower brand authenticity scores. These findings suggest that while celebrities enhance purchasing willingness, influencers boost self-esteem, indicating that marketing strategies should leverage these distinct strengths. Although brand authenticity is crucial for purchasing decisions, it was not influenced by persona or setting, suggesting other contributing factors. Future research should encompass larger, more diverse samples and additional variables to deepen the understanding of these dynamics. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100536 |
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