Gender and age in the language of social media: An easier way to build credibility

The use of celebrity endorsements is one of the most popular strategies used by companies today. Celebrities can bring product advantages through advertising and go beyond the complexities of competitive advertising communications. The company invests a large amount of money to get the attention of consumers and gain a competitive position in the market. The purpose of this study is to explore the effect of celebrity trust on the credibility of advertisements, brands, and companies, then the influence between the credibility of advertisements, brands, and companies, and will also explore the role of gender and age as moderating variables. The study used a quantitative method, the sample was taken based on purposive sampling in Jakarta and used the artist with the most followers as the object of research who endorsed food and beverage companies. The results of this study explain that there is a significant influence between celebrity trust on all credibility, gender and age managed to moderate the influence of celebrity trust on credibility. This study provides input to managers and food and beverage companies in using endorsements on Instagram social media as their marketing strategy, especially for companies that have a market share of young people in accordance with the characteristics of the respondents in this study.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Internal and External Factors Influencing Millennials’ Sharing Behaviour of Online Video Advertisements

This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behavioural control. The external factors predicted to influence consumers’ intention and actual sharing behaviour of OVAs were company reputation, brand awareness, and celebrity endorsement were underpinned by Stimulus Organism Response Model (S-O-R). The study included perceived intrusiveness as a moderator between the aforementioned antecedents and the sharing behaviour of OVAs. A total of 220 Millennial respondents was collected in Selangor, Malaysia. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis showed that attitude and subjective norms significantly predict consumers’ intention to share OVAs. In terms of external antecedents, only celebrity endorsements were found to positively influence the sharing intention of OVAs. The study also revealed that perceived intrusiveness negatively moderates the effects of attitude and social norms on the intention to share OVAs.

Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

Celebrity Endorsers in Government Communication: A Plausible Option amidst Uncertainty and Declining Public Trust

This paper examines the harness of celebrity endorsers by government organizations as a strategy of political public relations. The purpose of this study was to broaden understanding of how celebrity endorsers and key opinion leaders work in the political realm, notably in supporting government policy. This descriptive-qualitative research uses a single case study on the promulgate efforts of the government’s COVID-19 vaccination program using celebrity endorsements. Literature research and social media material from a celebrity endorser were used as data collection techniques. To discover propaganda techniques, content analysis was performed on Raffi Ahmad’s social media posts. Next, a group discussion with six key informants was held to confirm the findings. Given the context and focus of this study lies on government organizations, we offer a different approach in examining celebrity endorsements by using propaganda theories and concepts. Kahneman’s dual-system theory of fast and slow thinking was also fruitful to rationalize the work of endorsement and relevant to propaganda and other persuasion theories. We found that the key messages that Raffi Ahmad published on his social media contained propaganda elements that had the potential to influence public opinion before making a decision. Therefore, the use of celebrity endorsements by government organizations is likely to be effective in influencing public behavior, or at least in raising awareness of government policies. We conclude that celebrity endorsement can be a plausible option to be implemented in the government communication strategy to achieve certain objectives.

Pengaruh Sponsorship, Media Sosial Online, dan Celebrity Endorsement terhadap Brand Awareness Produk Aksesoris Gaming Merek Sades

Online games are no longer considered time-wasting activities. In the past, online games were limited to Personal Computers which had to be connected to an internet cable, but now online games can be accessed anywhere with wireless internet either via a laptop or smartphone. In Gamergear.net's global online game peripherals catalog, there are currently 66 gaming peripherals brands worldwide, one of which is the Sades brand. Sades entered Indonesia through their official distributor PT Indigital Trading in 2011. At first, Sades Indonesia only sold Headset products, and now there are various types of products being sold, namely Headsets, Earphones, Keyboards, Mouse, Mousepad, CPU Case, and CPU Fan. Apart from maintaining the best product quality in its class, Sades Indonesia uses several ways to maintain its Brand Awareness, as 1) Sponsorship for gaming competitions both regional and national, 2) Actively creating content on social media, namely on Instagram, Facebook, and Youtube, 3) Celebrity female gamer, Olivia Gosandra, from 2016 to 2019 as Endorser Sades in Indonesia. This study aims to determine how significant sponsorship, online social media, and celebrity endorsements are for the brand awareness of Sades gaming accessories products in Indonesia. Data obtained from questionnaires distributed via Google Form. The sample used in this study was 80 respondents with the help of SmartPLS version 3.3.2. Permainan game online atau dalam bahasa Indonesia nya disebut gim daring tidak lagi dianggap sebagai kegiatan yang membuang waktu. Dahulu gim daring terbatas hanya di Komputer Personal (Personal Computer) yang harus tersambung kabel internet akan tetapi saat ini gim daring dapat diakses dimanapun dengan internet nirkabel baik melalui laptop maupun smartphone. Dalam katalog game peripheral online global Gamergear.net, terdapat 66 merek game peripheral di seluruh dunia saat ini, salah satu nya adalah merek Sades. Sades masuk ke Indonesia melalui distributor resmi mereka PT Indigital Trading di tahun 2011. Sades Indonesia di awal hanya menjual produk Headset, dan saat ini sudah ada bermacam-macam jenis produk yang dijual yaitu Headset, Earphone, Keyboard, Mouse, Mousepad, CPU Case, dan CPU Fan. Selain dari menjaga kualitas produk yang terbaik di kelas nya, Sades Indonesia menggunakan beberapa cara untuk menjaga Brand Awareness mereka yaitu: 1) Sponsorship pada kejuaraan gaming baik regional maupun nasional, 2) Aktif membuat konten di social media yaitu di Instagram, Facebook, dan Youtube, 3) Celebrity Gamer Wanita yaitu Olivia Gosandra dari tahun 2016 hingga 2019 sebagai Endorser Sades di Indonesia. Penelitian ini bertujuan untuk mengetahui seberapa signifikan sponsorship, media sosial online dan celebrity endorsement terhadap brand awareness produk aksesoris gaming Sades di Indonesia. Data diperoleh dari kuesioner yang disebar melalui Google Form. Sampel yang digunakan dalam penelitian ini sebanyak 80 responden dengan bantuan SmartPLS versi 3.3.2.

Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.

Instagram Ads and Celebrity Endorsement Analysis on Purchase Intention of Eco-Friendly Fashion

Along with the increasing public awareness of the environment in Indonesia, eco-friendly fashion trends have begun to penetrate local products in recent years. Industries that produce eco-friendly fashion currently use Instagram as a promotional medium to increase their product exposure. In addition to using Instagram Ads in promoting products to consumers, companies currently widely use Celebrity Endorsements as another method to promote their products. This study aims to reveal the effect of Instagram Ads and Celebrity Endorsements on Consumer Purchase Intention in Eco-Friendly Fashion Products. This research uses quantitative methods. Data is obtained through questioner from 150 respondents with purposive sampling technique. To analyze the data, we use the Multiple Linear Regression method with the classical assumption test. The results showed a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention of Eco-friendly fashion products.