From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness

Abstract

We propose that attributions about an endorser truly liking, using, or desiring a promoted product mediate the relationship between source and message factors and persuasion via endorsement. In this paper, we integrate the persuasion literature into a framework for examining endorser effectiveness via focus factors (e.g., involvement, cognitive load) that determine whether a consumer thinks carefully or superficially about a message, and lead consumers to rely on different source and message elements (e.g., source attractiveness, argument strength). These elements then influence attributional processing. Correspondent inferences about an endorser can lead to enhanced advertisement and brand attitudes, and spur either fleeting identification with the endorsement or more enduring internalization (Kelman, The Public Opinion Quarterly 25:57-78, 1961) of the endorser's message as a consumer's own. Implications of our framework and research directions are discussed.In a consumer-led, user-generated and vastly cluttered media marketplace, with the average consumer streaming through 3,000 messages daily, how do endorsers influence consumers-and can they still be an effective tool for marketing? In this paper, we argue that the theoretical models that are foundational to understanding endorser influence remain effective, but must be adapted to better organize collected findings on paid-by-brand endorsements and to adjust for the emerging role of earned endorsements, such as recommendations from influential bloggers and online reviewers.

Social Media Influencer Marketing and Children’s Food Intake: A Randomized Trial

“…18 This study had some limitations. First, all children were exposed to the same 2 influencers, and individual differences that may have moderated endorser effects, such as perceived similarity, familiarity, and likeability, 58 could not be considered. Just more than 40% of the sample had no previous exposure of the 2 influencers used in the current study but were included in the analysis.…”

The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake

“…However, in real life, children may be less likely to be invited to eat unhealthy food ad libitum, and parental mediation may moderate the effects of advertising . Additionally, all children were exposed to the same influencers, and individual differences that may moderate endorser effects (such as perceived similarity, familiarity, and likeability) were not measured.…”

“It’s Just Addictive People That Make Addictive Videos”: Children’s Understanding of and Attitudes towards Influencer Marketing of Food and Beverages by YouTube Video Bloggers

“…Secondly, not all of the children liked Nutella and so these children may have underestimated their understanding of the marketing impact. Thirdly, children's previous liking of the YouTuber was not measured, and as discovered in the analysis, likely affected responses [98]. However, children were encouraged to discuss previous experiences of food marketing by their favourite YouTubers to mitigate this issue.…”