Celebrity and politics: Effects of endorser credibility and sex on voter attitudes, perceptions, and behaviors

Morin, David; Ivory, James; Tubbs, Meghan

doi:10.1016/j.soscij.2012.09.011

Cited by 27 publications

(11 citation statements)

References 36 publications

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“…Potential impact of celebrity credibility presents insufficient direct behavioural significance. The findings rebut the phenomenon of previous studies which present direct influence of celebrity credibility on behavioural intention (Daneshvary & Schwer, 2000;Ilicic & Webster, 2011;Matthew, Huang & Jiang, 2007;Morin, Ivory & Tubbs, 2012;Tran, 2013;Wang et al, 2012). Van der Waldt, de Beer & du Plessis (2007) supports a positive association between celebrity endorsement and likability toward endorsed products, consider high alignment between the marketing strategy and the endorsed products.…”

Section: Celebrity Credibilitysupporting

confidence: 82%

The Impact of Celebrity Credibility on Consumerâ€™s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

Ong¹

2015

IMBR

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Practices of using celebrities as spokespeople for commercialized products are continuously favoured toward the effort of marketing and positioning. The popularity of celebrity advertising is founded upon advertiserâ€™s belief on message credibility by well-known personalities to achieve greater attention, recall and behavioural intention among consumers. The present study assesses the impact of celebrity credibility on the underlying purchase intention of Malaysian consumers toward the footwear industry, by exploring the mediating role of attitude toward advertisement between celebrity credibility and purchase intention. The influence of endorserâ€™s characteristics and cultures on consumerâ€™s behavioural intention is explained through the applications of the Theory of Identification (Kelman, 1961, 2006) and the Meaning Transfer Model (McCracken, 1989) in this study. Descriptive findings collected from 200 potential consumers have suggested attitude toward advertisement as the catalyst of endorserâ€™s identification, for cultivating dimensions of celebrity credibility (trustworthiness, expertise and attractiveness) into transactional intention. The phenomenon of integration approaches of single phenomenon, with two theoretical perspectives (Mayer & Sparrowe, 2013) is demonstrated in this product marketplace.

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Section: Celebrity Credibilitysupporting

confidence: 82%

The Impact of Celebrity Credibility on Consumerâ€™s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

Ong¹

2015

IMBR

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“…Any discussion of celebrity effects must acknowledge that not all celebrities are created equal. For example, in their study of how celebrities affect the opinions of young people, Jackson and Darrow (2005) conclude that a celebrity must be credible to move people toward his/her opinion on a policy issue (see also Nisbett and DeWalt 2016; O’Regan 2014 though see Morin, Ivory, and Tubbs 2012). Others tab trustworthiness as crucial for positive celebrity effects (Sanati 2017).…”

Section: Agenda Setting and Celebritiesmentioning

confidence: 99%

Can Celebrities Set the Agenda?

Nownes

2019

Political Research Quarterly

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Why do some issues make it on to the public agenda while others do not? While this question has received a great deal of research attention, a definitive answer remains elusive. In this paper, I conduct a posttest only, control group survey experiment to test the hypothesis that popular celebrities can increase the chances that an issue jumps from the media agenda to the public agenda by speaking out publicly about the importance of the issue. My results confirm the hypothesis. By “spotlighting” certain issues, popular celebrities can indeed affect which issues reach the public agenda.

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“…Celebrity credibility has an impact on how individuals respond to endorsement (Bennett, Malone, Cheatham, & Saligram, 2019; Morin, Ivory, & Tubbs, 2012). Ohanian (1990, p. 40) defines source credibility as a “term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of the message.” The credibility model illustrates that the source credibility is mainly influenced by two factors—namely, expertise and trustworthiness (Morin et al, 2012). Moreover, one additional determinant of source credibility—attractiveness—has been identified by numerous scholars (Brann, Himes, & Leezer, 2010; Kamins, 1989; Kenton, 1989; McCrosky & Teven, 1999; Ohanian, 1990; Ohanian & Kertz, 1992).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Political campaigns in South Africa: Does celebrity endorsement influence the intention to vote?

Madinga

Maziriri

Mototo

et al. 2020

Journal of Public Affairs

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From presidential campaigns to social awareness campaigns, celebrities have gradually become central fixtures in modern politics. They tend to be information platforms for candidates and parties they either clearly support or officially endorse. South African political parties raised eyebrows when they rallied the country's popular celebrities to publicly endorse them. Political parties spend a significant amount of money on celebrity endorsements as it is believed that celebrities can leverage “secondary brand associations”. This leads to the question: does the increased use of celebrity endorsements in political campaigns influence the intention to vote? The aim of this study is to investigate the influence of celebrity political endorsement on intentions to vote. Employing a quantitative research design, 227 respondents were surveyed using a structured questionnaire. The findings show that endorser credibility has a positive significant relationship with political party credibility and voters' intentions. The relationship between political party credibility and voters' intentions is also positive and significant. This study provides managerial implications, limitations and future research.

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Celebrity and politics: Effects of endorser credibility and sex on voter attitudes, perceptions, and behaviors

Cited by 27 publications

References 36 publications

The Impact of Celebrity Credibility on Consumerâ€™s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

The Impact of Celebrity Credibility on Consumerâ€™s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement

Can Celebrities Set the Agenda?

Political campaigns in South Africa: Does celebrity endorsement influence the intention to vote?

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