TY - JOUR
T1 - Social media advertising endorsement
T2 - the role of endorser type, message appeal and brand familiarity
AU - Zhu, Haiyun
AU - Kim, Mikyoung
AU - Choi, Yung Kyun
N1 - Publisher Copyright:
© 2021 Advertising Association.
PY - 2022
Y1 - 2022
N2 - In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase intention. Also, an SMI is a better match with familiar brands than a celebrity endorser in terms of purchase intention. Furthermore, a significant three-way interaction effect was found so that the congruity effects between endorser type and message appeal on brand attitude are more pronounced with familiar brands than with unfamiliar brands. As expected, endorser characteristics play a mediating role between endorser type and advertising effectiveness. Furthermore, theoretical and managerial implications are discussed.
AB - In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase intention. Also, an SMI is a better match with familiar brands than a celebrity endorser in terms of purchase intention. Furthermore, a significant three-way interaction effect was found so that the congruity effects between endorser type and message appeal on brand attitude are more pronounced with familiar brands than with unfamiliar brands. As expected, endorser characteristics play a mediating role between endorser type and advertising effectiveness. Furthermore, theoretical and managerial implications are discussed.
KW - brand familiarity
KW - celebrity endorser
KW - message appeal
KW - social media
KW - Social media influencer
UR - http://www.scopus.com/inward/record.url?scp=85113266939&partnerID=8YFLogxK
U2 - 10.1080/02650487.2021.1966963
DO - 10.1080/02650487.2021.1966963
M3 - Article
AN - SCOPUS:85113266939
SN - 0265-0487
VL - 41
SP - 948
EP - 969
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 5
ER -