University of Twente Student Theses
Celebrity endorsement in the new era of influencer marketing: understanding the impact of advertisement type, endorser type, and level of congruency on consumers’ attitudes
Wielen, R. van der (2022) Celebrity endorsement in the new era of influencer marketing: understanding the impact of advertisement type, endorser type, and level of congruency on consumers’ attitudes.
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| Abstract: | Consumers admire celebrities and have been proven to elicit favorable responses to advertisements and higher purchase intentions. Companies are increasingly using social media influencers (SMIs) to promote their brands, rather than 'traditional' celebrities, as a result of the fast adoption of social media. The current study has compared different types of advertisements and endorsers including their congruency with the endorsed product on consumers' attitudes and purchase intentions in terms of a mediation model. To investigate this effect a 2 (endorser versus non-endorser) by 2 (traditional celebrity versus SMI) by 2 (high versus low congruency) between-subjects experiment in the form of an online questionnaire was conducted. The results of the experiment showed that there was a strong partial mediation effect between consumers’ ad attitudes, brand attitudes, and purchase intentions. However, for high endorser-product congruency and endorser advertisements, only an effect on ad attitudes and brand attitudes was found. Furthermore, this study emphasizes the need of using human faces in advertisements and ensuring a high level of endorser-product congruency to persuade consumers and the need of evaluating all three components in the online environment to get complete and relevant information about consumer purchase behavior. However, the significant role of endorser type in advertising based on academic research, this relation will need to be investigated further in the future. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/89574 |
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