scholarly journals Perceptions of Consumers about Celebrity Endorsements: A Study with Reference to Kolkata

2021 ◽  
Vol 8 (2) ◽  
pp. 122-136
Author(s):  
Saswati Chaudhuri ◽  
Parmesh Agarwal
Keyword(s):  
Celebrity Endorsements

Celebrity Endorsements and Voter Emotions: Evidence From Two Experiments

2017 ◽  
Vol 45 (4) ◽  
pp. 648-672 ◽  
Author(s):  
Anthony J. Nownes
Keyword(s):  
Presidential Election ◽  
Control Group ◽  
General Notion ◽  
Election Campaign ◽  
Hillary Clinton ◽  
Factual Information ◽  
Celebrity Endorsements ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
Presidential Election Campaign

Here, I report the results of two randomized, posttest only, control group, survey experiments in which respondents were exposed to factual information about celebrity support for Hillary Clinton during the 2016 presidential election campaign. Based on previous research, I hypothesize that celebrity endorsements will affect the emotions of enthusiasm, anger, and anxiety vis-à-vis Secretary Clinton. My results provide support for the general notion that celebrity endorsements can affect voter emotions. Specifically, I find that celebrity endorsements profoundly decreased the negative emotions of anger and anxiety vis-à-vis Secretary Clinton. My research suggests that a broad range of stimuli may affect voter emotions, which in turn affect political attitudes and behavior.

scholarly journals Personality and the Impact of Celebrity Endorsements on Instagram

2021 ◽  
Vol 18 (3) ◽  
pp. 468-474
Author(s):  
Yair Amichai-Hamburger ◽  
Shir Etgar ◽  
Hadar Gil-Ad ◽  
Michal Levitan-Giat ◽  
Gaya Raz
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Locus Of Control ◽  
Strong Influence ◽  
Online Social Network ◽  
Strong Impact ◽  
Celebrity Endorsements ◽  
Internal Locus Of Control ◽  
The Impact ◽  
The Relationship

Celebrities are famous people who often belong to entertainment industry. They are known to have a strong influence on people’s behavior. In the digital age this impact has expanded to include the online arena. Celebrities increasingly utilize Instagram, an online social network, to promote commercial products. It is important to learn to what extent people are influenced by this type of promotion and what sort of people are likely to be swayed by it. Research has demonstrated that people’s personalities have a strong impact on their behaviors online. However, until now, these investigations have not included the relationship between personality and the degree of celebrity influence through social networks. This study examines how much the personality of a user is related to the degree to which he or she is influenced by these Celebrity Instagram messages. Participants comprised 121 students (34 males, 87 females). They answered questionnaires which focused on their personality and were asked about the degree of influence celebrities exerted upon them through Instagram. Results showed that people who are characterized as being open and having an internal locus of control are more resistant to such celebrity influences. This paper demonstrates that the personality of a recipient is likely to influence the degree of impact that a celebrity endorsement is likely to produce. The implications of these results are discussed.

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