The Celebrity Capital Life Cycle: A Framework for Future Research Directions on Celebrity Endorsement

Carrillat, François A.; Ilicic, Jasmina

doi:10.1080/00913367.2019.1579689

Cited by 63 publications

(53 citation statements)

References 67 publications

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“…LP, commonly referred to as 'social media influencers', are independent third-party endorsers [22]. They rely on their online presence and success to earn an income, often at the cost of providing evidence-based advice [2,23]. Social media influencers have been found to promote alcohol consumption, despite having a young and potentially easily influenced audience, often adolescents and young adults [24].…”

Section: Introductionmentioning

confidence: 99%

Learning the Language of Social Media: A Comparison of Engagement Metrics and Social Media Strategies Used by Food and Nutrition-Related Social Media Accounts

et al. 2020

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Health promoters have been unable to reach and engage people on social media (SM) to the extent that food industry brands and lifestyle personalities have. The objective of this study was to identify the SM post strategies associated with higher engagement in nutrition and food-related posts using a retrospective content analysis. The six most engaging posts from both Facebook and Instagram’s 10 most successful nutrition and food-related accounts were analysed across four fields. Subjective and objective post strategies were coded on 736 posts, and associations with engagement were explored using the Least Absolute Shrinkage and Selection Operator (LASSO). Lifestyle personalities recorded the highest absolute engagement, while health promoters recorded the highest engagement relative to follower count. Strategies associated with higher Facebook engagement included using hashtags and prompting engagement through announcements, while on Instagram, higher engagement was associated with higher caption counts, providing health information links, prompting engagement through strategies that require an action, and using humorous strategies. Strategies associated with lower Instagram engagement included reposted content, general encouragement to eat strategies, encouragement to exercise strategies, not inducing any emotion/hedonic sensations, and providing a negative tone. Health promoters should adapt SM posts to the different SM platforms and utilise strategies associated with higher engagement to engage with their audience on SM.

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Section: Introductionmentioning

confidence: 99%

Learning the Language of Social Media: A Comparison of Engagement Metrics and Social Media Strategies Used by Food and Nutrition-Related Social Media Accounts

et al. 2020

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“…An additional aspect of the theory of celebrity endorsement was the localness of celebrities. The theory of a celebrity's capital supposed global sports celebrities should enjoy a higher level of credibility (Driessens, 2013;Carrillat & Ilicic, 2019). Current study proved that the global sports celebrity had a higher level of credibility.…”

Section: Discussionmentioning

confidence: 56%

“…This theoretical background was used for the development of celebrity capi-tal notion, which refers to the accumulation of media visibility through recurrent media representations (Driessens, 2013). Carrillat and Ilicic (2019) added that celebrity capital includes much more than just media visibility, it is related to their expertise, trustworthiness, likeability or credibility. Since the volume of social capital thus depends on the number of people that can be mobilized in an individual's network (Driessens, 2013), we can expect that a global sports celebrity will have higher credibility than a national one.…”

Section: Importance Of Localness Of a Sports Celebritymentioning

confidence: 99%

National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention

Dikčius

Ilciukiene²

2021

OMEE

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The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity’s credibility and consumers’ purchase intention in a developing economy. A total of 253 respondents participated in an experiment including the localness of 2 sports celebrities (global vs national) and2 product involvement (high vs low) levels. The study determined that sports celebrity credibility had both direct and indirect effects on respondents’ intention to buy, but product involvement moderated the direct impact of sports celebrity credibility on the consumer’s intention to buy a product. The direct impact was noticed in the case of low involvement products, and no impact was observed in the situation of high involvement. Besides, the study showed that global sports celebrities enjoyed a higher level of attractiveness, but the trustworthiness was higher for national celebrities. Finally, moderation analysis showed that the mediation effect of the localness of a sports celebrity on the relationship between credibility and intention to purchase depended on the type of measured effect – direct or indirect. This study expands the research on the effects of celebrity credibility on the consumer’s intention to purchase in developing economies.

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“…It was hypothesised that the SMI would be more trustworthy and authentic than the NP based on the extensive celebrity endorsement literature, whereby an Instagram influencer is akin to a true celebrity [ 29 , 46 ]. However, the results of this study provide initial evidence that the NPs post was perceived by young adults to be more authentic, and subsequently, more trustworthy, than a SMIs post.…”

Section: Discussionmentioning

confidence: 99%

“…Secondly, with the widespread use of social media (SM; see Appendix A for a glossary of terms), many people without formal qualifications, such as celebrities and social media influencers (herein referred to collectively as SMIs; Appendix A) are sharing science-related information that is influential are distinct constructs; however, research has found that the perceived authenticity of celebrities and brands increases their trustworthiness (e.g., authentic brands are more likely to be trusted by consumers compared to inauthentic brands) [29,30]. Based on the health and marketing literature, it is hypothesised that SMIs are similar to celebrity endorsers (who are perceived as authentic [31]; Appendix A) as they are both recognised as authorities in their specific fields [29], and, therefore, consumers will perceive the Instagram post of the SMI (versus NP) as more: (1) authentic; and (2) trustworthy. Given that positive or gain-framed messages have been found to more effectively promote the adoption of healthy eating behaviours [2,32,33], we hypothesise that a positive message appeal will influence the authenticity of SMIs' (versus NPs) Instagram posts.…”

Section: Introductionmentioning

confidence: 99%

Strategies to Improve Health Communication: Can Health Professionals Be Heroes?

et al. 2020

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Communicating evidence-based nutrition messages to the public is challenging and is often in conflict with popular opinions, particularly from social media influencers (SMIs). In order to increase engagement with nutrition professionals (NPs) on social media, we aimed to explore young adults’ perceptions of the authenticity and trustworthiness of SMIs and NPs Instagram posts. A cross-sectional questionnaire was administered to students (n = 149) from an Australian University. Participants viewed a real-life Instagram profile and one post from both a NP and a SMI. Main outcomes were post authenticity and trustworthiness, and emotional message appeals measured on five-point Likert scales. Regression models were developed to assess whose post (the NP or SMI) was perceived to be more authentic and trustworthy. Participants were young adults (median age (25th, 75th percentiles): 20 (19,21)), with approximately half identifying as female. A high heroic message appeal (+1SD above mean) significantly increased the perceived authenticity of the NPs post only (p = 0.01). Post authenticity enhanced post trustworthiness, but only when a heroic message appeal was used by the NP. When appropriate, NPs should convey positive emotions such as bravery and success to enhance the authenticity and trustworthiness of their posts.

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The Celebrity Capital Life Cycle: A Framework for Future Research Directions on Celebrity Endorsement

Cited by 63 publications

References 67 publications

Learning the Language of Social Media: A Comparison of Engagement Metrics and Social Media Strategies Used by Food and Nutrition-Related Social Media Accounts

Learning the Language of Social Media: A Comparison of Engagement Metrics and Social Media Strategies Used by Food and Nutrition-Related Social Media Accounts

National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention

Strategies to Improve Health Communication: Can Health Professionals Be Heroes?

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