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Multiple vs single Instagram brand endorsers : engagement, brand attitude and purchase intention among millenials

Liferenko, Ekaterina (2019) Multiple vs single Instagram brand endorsers : engagement, brand attitude and purchase intention among millenials.

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Abstract:The main goal of the research is to investigate how the number of brand endorsers influences millennials’ engagement, brand attitude and purchase intention. Today celebrities communicate with their millennial audience through social networks such as Instagram. With the growing number of celebrities engaged in online brand promotion, the source credibility of celebrities and their ability to create credible advertising messages are important factors which marketers need to consider. To address the main research question the 2 “Celebrity endorser” × 2 “Social proof” × 2 “Match-up” between subject design is implemented, extended by the mediators “Source credibility” (expertise, trustworthiness, attractiveness) and “Message credibility”. The results of the experimental study showed that the fit between the celebrity endorser and the endorsed brand positively influences source credibility and message credibility of the endorser. In the case of a marketing campaign with multiple celebrities, the congruence between these celebrities and the brand had a greater value in comparison with single celebrity advertisements. Also, the results showed that an advertising campaign could be strengthened by introducing multiple endorsers to customers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77987
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