“I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce

Jin, Seung‐A Annie; Ryu, Ehri

doi:10.1016/j.jretconser.2020.102121

Cited by 204 publications

(156 citation statements)

References 70 publications

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“…Along with the improvement of virtual communities, brands should maintain and enhance the interactions with their consumers via social media channels such as brand Instagram, Fan pages, Twitter, and so on. Managers should invite passionate consumers who own a rich brand knowledge and commit with the brand for a long period to share their knowledge, usage experiences within the communities (Jin and Ryu, 2020). This helps to extend the spread WOM and build up the trust of other consumers toward the brand.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Social comparison effects on brand addiction: A mediating role of materialism

2020

Heliyon

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This research explores the role of materialism, and social comparison to brand addiction in relation to compulsive buying. A structural equation modeling was used to analyze data through partial least squares by collecting online data in Vietnam. The research findings explain social comparison is an antecedent leading to addictive behavior. Materialism mediates and increases the addictive behavior when consumers are significantly impacted by social comparison. In addition, brand addiction leads to word-of-mouth and willingness to pay premium price when consumers are set under social comparison and materialistic tendency. The managerial and theoretical application is also provided in this research.

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Section: Managerial Implicationsmentioning

confidence: 99%

Social comparison effects on brand addiction: A mediating role of materialism

2020

Heliyon

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“…Influencers typically post-self-centric selfies, appealing group photos, glamorous portraits taken by others, product/brand photos (style, beauty, travel, interior, and food. ), and often post photos wearing the products, which persuades viewers at large (Jin et al, 2020). This type of marketing relies on the positive perception of influencers by followers, which renders their messaging highly effective, creating the desired brand impact (Tafesse & Wood, 2021).…”

Section: Instagram and Influencer Marketingmentioning

confidence: 99%

Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

Francisco¹,

Fardos²,

Bhatt³

et al. 2021

IJMS

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The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

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“…Users could advertise their product freely by creating an Instagram account for their product. After creating the account, users could begin to market their product by using the most powerful feature of this application, which is photos and video sharing (Jin & Ryu, 2020). Users may publish the advertisement of their products by posting tailor-made photos and videos for promotional purposes (Djafarova & Bowes, 2020).…”

Section: Digital Marketing Through Instagrammentioning

confidence: 99%

“…A caption is an explanation that describes the information about images and videos which posted by users. In this caption, users may provide the written description or explanation of their product as well as utilize the third most important feature of this application; 'hashtags' (Jin & Ryu, 2020). 'Hashtags' are tags or words which begin with '#'.…”

Section: Digital Marketing Through Instagrammentioning

confidence: 99%

The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah)

Pramudya

2020

IJFBP

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The main purpose of this study is to analyze the consumer’s perception of single celebrity endorsement and celebrity family endorsement in the context of Instagram advertising. Instagram is selected as the research context due to the application has become a new trend in Asia and there are abundant people who use it as a media for promotion. The object of this research is Anang and Ashanty family business. They are a famous celebrity couple in Indonesia which successfully established numerous product lines, as well as a variety of brands and, interestingly, both Anang and Ashanty (along with their children), are the advertisement models of all of their product in the Instagram. The paper comprises of two separate studies. The first study would use 2 x 2 factorial design to compare the Instagram user’s response towards four stimuli of Instagram advertisements. Two stimuli would depict Instagram advertisement of single celebrity endorser (represents by Ashanty) and the other two stimuli would depict Instagram advertisement of celebrity family endorser (represents by Anang and Ashanty family). The stimulus is taken from the original advertisement from the couple’s product lines which represents by one cake product and one acne cream product. The second study is a consumer’s opinion survey which measures respondent’s opinion towards the advertisements. Based on the survey results of 547 Instagram users in Indonesia, it is revealed that celebrity family advertisement emerged higher than single celebrity advertisement for the acne cream product. Hence, it can be concluded that the consumer does value celebrity family endorsement more than individual or single celebrity endorsement. However, further analysis reveals that the engagement only exists in the initial stage (attention) and the middle stage (desire and search) of consumer’s psychological process to purchase a new product due to all of the advertisement is lacking information about the price.Keywords: Family Business Branding, Single Celebrity Endorsement, Celebrity Family Endorsement, Instagram.

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“I'll buy what she's #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce

Cited by 204 publications

References 70 publications

Social comparison effects on brand addiction: A mediating role of materialism

Social comparison effects on brand addiction: A mediating role of materialism

Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

The Celebrity Family Endorsement on Instagram Product Advertisement (Case: The Hermansyah)

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