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Endorsing a laptop: would you buy it? The effect of endorser type and message appeal in advertisements on consumer responses

Bijsterbosch, M. (2017) Endorsing a laptop: would you buy it? The effect of endorser type and message appeal in advertisements on consumer responses.

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Abstract:Nowadays, consumers increasingly base their online purchase decisions on user-generated content. Marketers can respond to this development by providing these consumers with sponsored product reviews in their advertising, given by third-party endorsers like experts or celebrities. An upcoming endorser who have gained a lot of (online) popularity during the past years, is the social influencer. The effect of endorsements are especially interesting when a high-tech product is involved, like a laptop. This study features a 3 (endorser type: expert, social influencer, consumer) x 2 (message appeal: emotional rational) between-subjects experimental research design using an online questionnaire. Moreover, one possible moderator (laptop knowledge) and three possible mediators (identification, internalization and message credibility) were included. The findings indicate that an expert endorser results in the highest intention to purchase the product. This effect is even stronger when the respondents have a lot of product knowledge. Even so, this effect is mediated by internalization (endorser credibility). Message credibility only plays a mediating role in the consumer endorser condition. Besides, a rational message has a positive effect on attitude towards the advertisement as compared to an emotional message. Future research is needed in order to investigate the effect of existing social influencers (familiarity, celebrity effect) and other (existing) product types.
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/73754
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