Purpose The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator. Design/methodology/approach A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted. Findings The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy. Practical implications Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy. Originality/value The paper discusses theoretical implications for the marketing literature on celebrity endorsements.

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Recent field studies have revived the hypothesis that low self-esteem causes aggression. Accordingly, we reanalyzed the data from a previous experiment and conducted a new experiment to study direct physical aggression in the form of blasting a fellow participant with aversive noise. We also conducted a field study using a measure of indirect aggression in the form of a consequential negative evaluation. High narcissists were more aggressive than others but only when provoked by insult or humiliation and only toward the source of criticism. The combination of high self-esteem and high narcissism produced the highest levels of aggression. These results support the view of aggression as stemming from threatened egotism and are inconsistent with the hypothesis that low self-esteem causes either direct or indirect aggression.

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Assessing goodness of model fit is one of the key questions in structural equation modeling (SEM). Goodness of fit is the extent to which the hypothesized model reproduces the multivariate structure underlying the set of variables. During the earlier development of multilevel structural equation models, the “standard” approach was to evaluate the goodness of fit for the entire model across all levels simultaneously. The model fit statistics produced by the standard approach have a potential problem in detecting lack of fit in the higher-level model for which the effective sample size is much smaller. Also when the standard approach results in poor model fit, it is not clear at which level the model does not fit well. This article reviews two alternative approaches that have been proposed to overcome the limitations of the standard approach. One is a two-step procedure which first produces estimates of saturated covariance matrices at each level and then performs single-level analysis at each level with the estimated covariance matrices as input (Yuan and Bentler, 2007). The other level-specific approach utilizes partially saturated models to obtain test statistics and fit indices for each level separately (Ryu and West, 2009). Simulation studies (e.g., Yuan and Bentler, 2007; Ryu and West, 2009) have consistently shown that both alternative approaches performed well in detecting lack of fit at any level, whereas the standard approach failed to detect lack of fit at the higher level. It is recommended that the alternative approaches are used to assess the model fit in multilevel structural equation model. Advantages and disadvantages of the two alternative approaches are discussed. The alternative approaches are demonstrated in an empirical example.