Role of celebrity credibility on banking service providers

Singh, Ramendra

doi:10.1108/mip-04-2022-0156

Cited by 6 publications

(3 citation statements)

References 73 publications

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“…According to the source credibility theory by Ohanian (1990), a CE's effectiveness is influenced by his/her credibility (Singh, 2023). Integrity, assertion quality and perceived compatibility with the endorsed product are used to evaluate the endorser's credibility (Kapitan and Silvera, 2016).…”

Section: Source Credibility Theorymentioning

confidence: 99%

“…Based on the source credibility theory in the context of Weibo users in China, Li and Peng (2021) examined the impact of influencers' characteristics on consumers' purchase intention. Singh (2023) investigated the role of celebrity credibility in fostering loyalty and long-term commitment toward banking services in light of the source credibility theory. Abid et al (2020) explored the influence of various content cues and characteristics on the followers' online expressions of relationship quality.…”

Section: Source Credibility Theorymentioning

confidence: 99%

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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: Source Credibility Theorymentioning

confidence: 99%

Section: Source Credibility Theorymentioning

confidence: 99%

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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“…Various studies indicate that celebrity endorsements positively impact product sales (Sharma et al, 2022), improve brand recognition (Wong et al, 2020), and enhance consumer-brand relationships (Singh, 2022). However, the negative publicity surrounding celebrities, termed celebrity endorser scandals (Louie and Obermiller, 2002), comprising substance abuse, alcoholism, and emotional turmoil, can detrimentally affect celebrities' public image, potentially posing risks to associated brands.…”

Section: Introductionmentioning

confidence: 99%

Celebrity endorser scandal: a literature review and future research agenda

Wei

2024

MIP

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PurposeIn recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.Design/methodology/approachThis study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.FindingsUtilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.Originality/valueThis study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

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