Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

Abstract

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity's credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity's credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.

Children and adolescents' exposure to food and beverage marketing in social media apps

“…31,32 Children's brand recall, food preferences, and actual food consumption are also influenced by food advertising embedded within games. [37][38][39] Among children, the use of sport-celebrity endorsers has been shown to influence their food preferences and intake. [37][38][39] Among children, the use of sport-celebrity endorsers has been shown to influence their food preferences and intake.…”

“…[37][38][39] Among children, the use of sport-celebrity endorsers has been shown to influence their food preferences and intake. 39 As for peer endorsement, such as "sharing" or "liking" branded content on social media, a recent systematic review concluded that this form of marketing may influence young people more than advertisements sponsored by companies. 39 As for peer endorsement, such as "sharing" or "liking" branded content on social media, a recent systematic review concluded that this form of marketing may influence young people more than advertisements sponsored by companies.…”

“…[33][34][35][36] As for celebrity endorsement, this marketing technique increases the appeal of promoted products as well as heightens consumers' recognition and positive associations with a brand. [37][38][39] Among children, the use of sport-celebrity endorsers has been shown to influence their food preferences and intake. 40,41 Celebrity endorsements that appear more natural or authentic (such as a picture of an endorser using a branded product in an activity of daily life as one might see on social media), have also been shown to yield higher persuasive effects than that of traditional forms of endorsement (eg, television commercial).…”

“…40,41 Celebrity endorsements that appear more natural or authentic (such as a picture of an endorser using a branded product in an activity of daily life as one might see on social media), have also been shown to yield higher persuasive effects than that of traditional forms of endorsement (eg, television commercial). 39 As for peer endorsement, such as "sharing" or "liking" branded content on social media, a recent systematic review concluded that this form of marketing may influence young people more than advertisements sponsored by companies. 42 Studies also suggest that young people may have more difficulty recognizing digital marketing.…”

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

“…Uzuno glu and Kip (2014) found that bloggers seem trustworthy because by posting about certain brands they demonstrate that they have tried the products themselves. Russell and Rasolofoarison (2017) found that when celebrities do endorse a product in a more authentic way (being associated with the product in a real-life setting), they are perceived as more credible compared to more commercial forms of endorsement. Hence, when influencers endorse a product, consumers may be more likely to attribute this to the endorser genuinely believing in the positive characteristics of the product than when a celebrity endorser is used (cf.…”