Do celebrity endorsements influence stock investment intentions?

Shiva, Atul; Arora, Nilesh; Rishi, Bikramjit

doi:10.1108/mip-01-2022-0040

Cited by 9 publications

(4 citation statements)

References 73 publications

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“…Celebrities are known for content creation and a rich repository of information and the effect on knowledge acquisition among their followers (Shiva et al, 2022). Knowledge acquisition intention entices the users to interactivity via sharing, commenting, re-tweeting and reacting…”

Section: Consumer Attitude To Relationship Intentionmentioning

confidence: 99%

“…Celebrities are known for content creation and a rich repository of information and the effect on knowledge acquisition among their followers (Shiva et al ., 2022). Knowledge acquisition intention entices the users to interactivity via sharing, commenting, re-tweeting and reacting to content by liking, up-voting, down-voting, pin, recommending, using hashtags, editing content and reusing celebrities' content and sharing it for further interactivity and tagging (Li and Xie, 2020; Wasike, 2023), which also provide the avenues to interact with others and get relationship-building opportunities with them.…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Kalam,

Goi,

Tiong

2023

MIP

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PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

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Section: Consumer Attitude To Relationship Intentionmentioning

confidence: 99%

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Kalam,

Goi,

Tiong

2023

MIP

View full text Add to dashboard Cite

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“…Therefore, the important reason to use celebrities in advertising services is to improve tangibility and add a component of differentiation (Stafford et al. , 2002; Shiva et al. , 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Celebrities are persuasive spokespersons and provide tangible cues to create a distinct image of services. Therefore, the important reason to use celebrities in advertising services is to improve tangibility and add a component of differentiation (Stafford et al, 2002;Shiva et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Role of celebrity credibility on banking service providers

Singh

2022

MIP

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PurposeThis study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.Design/methodology/approachThe proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.FindingsTrust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.Research limitations/implicationsThis study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.Practical implicationsConsidering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.Originality/valueThe results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.

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