Advertisement

The Effect of Internet Celebrity’s Endorsement on Consumer Purchase Intention

  • Yi-Cheng KuEmail author
  • Yie-Fang Kao
  • MingJiao Qin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11588)

Abstract

This study investigated the interactive endorsement effect of internet celebrities on the brand attitude, attitude toward advertising and purchase intention. A total of 466 valid questionnaires were collected to test the research model. The research results show that the source credibility and the sense of virtual community are positively related to the brand attitude and attitude toward advertising, which in turn affect the purchase intention. However, the effect of the content quality is not significant. In addition, the moderating effect of the degree of consumer expertise and involvement are not significant. According to the result of this study, the characters of an Internet celebrity is a paramount factor to an endorsement campaign.

Keywords

Internet celebrity Endorsement ELM model 

Notes

Acknowledgements

This work was supported in part by the Ministry of Science and Technology of the Republic of China under the grant MOST 103-2410-H-030-087-MY3.

References

  1. Hsieh, P.S., Ou, J., Xu, J.: Will you “tip” celebrated streamers? Sense of virtual community and the moderating role of subjective happiness. Paper presented at the 51st Hawaii International Conference on System Sciences, Hawaii, USA (2018)Google Scholar
  2. Amos, C., Holmes, G., Strutton, D.: Exploring the relationship between celebrity endorser effects and advertising effectiveness: a quantitative synthesis of effect size. Int. J. Advertising 27(2), 209–234 (2008)CrossRefGoogle Scholar
  3. Bauer, R.A.: Consumer behavior as risk taking. Paper presented at the 43rd National Conference of the American Marketing Association, Chicago, Illinois (1960)Google Scholar
  4. Blanchard, A.L.: Developing a sense of virtual community measure. CyberPsychology Behav. 10(6), 827–830 (2007)CrossRefGoogle Scholar
  5. Blanchard, A.L., Markus, M.L.: The experienced “sense” of a virtual community: characteristics and processes. ACM SIGMIS Database 35(1), 64–79 (2004)CrossRefGoogle Scholar
  6. Chaudhuri, A.: Does brand loyalty mediate brand equity outcomes? J. Market. Theory Pract. 7(2), 136–146 (1999)CrossRefGoogle Scholar
  7. Cocker, H.L., Cronin, J.: Charismatic authority and the YouTuber: unpacking the new cults of personality. Market. Theory 17(4), 455–472 (2017)CrossRefGoogle Scholar
  8. Eagly, A.H., Chaiken, S.: The Psychology of Attitudes. Harcourt Brace Jovanovich College Publishers, New York (1993)Google Scholar
  9. Forster, P.M.: Psychological sense of community in groups on the internet. Behav. Change 21(2), 141–146 (2004)CrossRefGoogle Scholar
  10. Freiden, J.B.: Advertising spokesperson effects - An examination of endorser type and gender on 2 audiences. J. Advertising Res. 24(5), 33–41 (1984)Google Scholar
  11. Friedman, H.H., Friedman, L.: Endorser effectiveness by product type. J. Advertising Res. 19(5), 63–71 (1979)Google Scholar
  12. Hair, J.F., Anderson, R., Tatham, R., Black, W.: Multivariate Data Analysis, 6th edn. Pearson Prentice Hall, Upper Saddle River (2006)Google Scholar
  13. Kim, W.G., Lee, C., Hiemstra, S.J.: Effects of an online virtual community on customer loyalty and travel product purchases. Tour. Manag. 25(3), 343–355 (2004)CrossRefGoogle Scholar
  14. Koh, J., Kim, Y.G.: Sense of virtual community: a conceptual framework and empirical validation. Int. J. Electron. Commer. 8(2), 75–94 (2003)CrossRefGoogle Scholar
  15. Laurent, G., Kapferer, J.N.: Measuring consumer involvement profiles. J. Mark. Res. 22(1), 41–53 (1985)CrossRefGoogle Scholar
  16. Marwick, A.E., Boyd, D.: I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media Soc. 13(1), 114–133 (2011)CrossRefGoogle Scholar
  17. McCracken, G.: Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res. 16(3), 310–321 (1989)CrossRefGoogle Scholar
  18. McMillan, D.W., Chavis, D.M.: Sense of community: a definition and theory. J. Community Psychol. 14(1), 6–23 (1986)CrossRefGoogle Scholar
  19. Ohanian, R.: The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. J. Advertising Res. 31(1), 46–54 (1991)Google Scholar
  20. Petty, R.E., Cacioppo, J.T.: Attitudes and Persuasion: Classic and Contemporary Approaches. WC Brown Co., Dubuque (1981)Google Scholar
  21. Sussman, S.W., Siegal, W.S.: Informational influence in organizations: an integrated approach to knowledge adoption. Inf. Syst. Res. 14(1), 47–65 (2003)CrossRefGoogle Scholar
  22. Tsoi, G.: Wang Hong: China’s online stars making real cash, 1 August 2016. http://www.bbc.com/news/world-asia-china-36802769. Accessed 1 Feb 2019
  23. Wang, A.: The effects of expert and consumer endorsements on audience response. J. Advertising Res. 45(4), 402–412 (2005)CrossRefGoogle Scholar
  24. Xu, K.: What is “Internet Celebrity Economy” in China, Target China, 28 April 2017. http://targetchina.com.au/article/internet-celebrity/. Accessed 1 Feb 2019
  25. Zeithaml, V.A.: Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark. 52(3), 2–22 (1988)CrossRefGoogle Scholar
  26. Zhang, Y.: Responses to humorous advertising: the moderating effect of need for cognition. J. Advertising 25(1), 15–32 (1996)MathSciNetCrossRefGoogle Scholar
  27. Zhang, Y., Buda, R.: Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages. J. Advertising 28(2), 1–15 (1999)CrossRefGoogle Scholar
  28. Kim, S.H., Yang, K.H., Kim, J.K.: Finding critical success factors for virtual community marketing. Serv. Bus. 3(2), 149–171 (2009)CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Fu Jen Catholic UniversityNew Taipei CityTaiwan

Personalised recommendations