The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective

Purohit, Sonal; Arora, Nilesh

doi:10.1080/10496491.2022.2060416

Cited by 16 publications

(7 citation statements)

References 59 publications

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“…E-commerce platforms are often sociable, allowing customers to interact with friends and other customers, participate in communities, share shopping experiences with others and advise them on the best purchasing selection (Li, 2017). Celebrities/influencers, friends/peers and word of mouth are examples of distinct social influences (Purohit and Arora, 2022; Tobon and García-Madariaga, 2021). Lian and Yen (2014) define social influence in online shopping as “The degree to which the users' peers expect them to use the new IT.” Adoption of digital consumer innovation has a social impact (Vrain et al , 2022).…”

Section: Literature Review and Conceptual Frameworkmentioning

confidence: 99%

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Gupta,

Kumar,

Melese

2023

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Purpose This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. Design/methodology/approach A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model. Findings The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce. Practical implications This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms. Originality/value This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.

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Section: Literature Review and Conceptual Frameworkmentioning

confidence: 99%

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Gupta,

Kumar,

Melese

2023

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“…In this sense, real CE can significantly affect consumers' brand evaluation (Li et al, 2020a,b), brand attitude (Tong and Su, 2021) and purchasing behavior (Calvo Porral et al, 2021). Furthermore, the social influence of real CE positively affects individuals' purchase intention, attitude, celebrity attachment and perceived celebrity credibility (Purohit and Arora, 2022), thereby enhancing marketing communication with consumers. Similar to real CE, virtual CE can also do some business activities on social media platforms (e.g.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…, 2021). Furthermore, the social influence of real CE positively affects individuals' purchase intention, attitude, celebrity attachment and perceived celebrity credibility (Purohit and Arora, 2022), thereby enhancing marketing communication with consumers. Similar to real CE, virtual CE can also do some business activities on social media platforms (e.g.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products

Li,

Nan

2023

MIP

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PurposeThis paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.Design/methodology/approachTwo main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses.FindingsFindings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes.Practical implicationsE-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection.Originality/valueFindings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.

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“…Consumers who lack specific product/service expertise may rely on celebrity endorsements if they are perceived to have the necessary credibility (Wang, 2011). Celebrity credibility has effectively modified customers' attitudes toward service providers, influencing trustworthiness and believability (Amos et al, 2008) and increasing brand review and acknowledgment (Purohit and Arora, 2022). The endorsement by a credible celebrity helps in better-perceived quality and uniqueness (Dean, 1999), resulting in customer loyalty to the service provider.…”

Section: Role Of Celebrity Credibility On Banknigmentioning

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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The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective

Cited by 16 publications

References 59 publications

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context

Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products

Role of celebrity credibility on banking service providers

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