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Celebrity entrepreneurs vs social media influencers : an analysis of the interplay of endorser type and e-WOM valence on consumers’ purchase intention

Slamet, Rizqia Faradiba (2019) Celebrity entrepreneurs vs social media influencers : an analysis of the interplay of endorser type and e-WOM valence on consumers’ purchase intention.

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Abstract:Introduction: In this present era, the use of endorsement of celebrities and social media influencers (SMIs) has become a trend to be one of the most effective marketing tools. Progressively, there has been a phenomenon, especially in Indonesia, where celebrities who engage themselves in business do not only act as the owner, but also as endorser for their own business. They are known to be Celebrity Entrepreneur Endorsers (CEEs). Objective: The present study aimed to accomplish several goals, that are: comparing two endorser type (CEEs vs SMIs) and eWOM valence on source credibility and purchase intention. This study also examined the influence of source credibility on purchase intention. Method: An online experimental design was chosen; consisted of a 2 (endorser type: celebrity entrepreneurs versus SMIs) x 3 (eWOM valence: positive eWOM vs negative eWOM vs no eWOM) between subject factorial design. This study used 309 data from Indonesian who are actively using social media. Results: It was found that SMIs are perceived to be more trustworthy than CEEs. However, without comparing the CEE and SMI, only the endorser’s attractiveness has positive impact toward the purchase intention. Moreover, there was no significant difference between the use of CEEs and SMIs when it comes to purchase intention. The current research also could not find any evidence saying that positive eWOM could lead to high credibility and high intention to purchase. Discussion/Conclusion: This study can fill the literature gap which can be useful for future studies about CEEs, SMIs, and/or eWOM valence. Besides that, this study provides the information to marketers that they should put SMIs into consideration, for instance, by arranging partnerships since people trust SMIs more than CEEs. Furthermore, this study also suggests the future studies to consider only focusing on eWOM valence.
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/79591
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