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Impact of celebrity endorsement on consumer buying behavior
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In additional, credibility refers to the extent to which the source is recognised as having significant knowledge or experienced regarding the product or service advertised to offer an unbiased judgment (Carroll, 2008). If information comes from a credible source, consumers’ attitudes, values and behaviours can be changed through ‘internalisation’ (Khong Kok & You, 2013). Internalisation occurs when consumers allow a source such as someone whom is credible to influence their personal attitudes and beliefs. Therefore, a celebrity endorser has the power to control the value of an advertisement and the credibility level in an advertisement message. The celebrity is also influential to the consumers’ beliefs and attitudinal changes towards a product …show more content…
Hence, celebrity endorsers are considered to be experts in their respective fields (Biswas et al, 2006). Khong Kok & You (2013) found that the expertise of an endorser relays to the validity of claims regarding the product or service, and thus it is considered to be a key factor in elevating the persuasiveness of advertising messages. The expertise of a celebrity offers consumers with more concrete information on the product or service advertised, which will lead to a positive attitude towards the brand (Khong Kok & You, 2013). Furthermore, research on source expertise has suggested that the perceived expertise of a celebrity, for instance, can lead to a positive attitudinal change (Erdogan, 1999). Consequently, consumers’ behavioural and purchase intentions can be developed in a more favourable way towards the product, service and …show more content…
For example, Olympic swimming champion, Michael Phelps lost his deal with Kellogg after the marijuana photo of him was disclosed by the media (Low & Lim, 2012). The case of Tiger Woods’ scandal triggered chaos among the public. Therefore instigating many brands to cut off the endorsement deals with Woods. Woods has lost his sponsorship relationship with several well-known brands such as Accenture, AT&T, Gatorade, among many others which rapidly wrote him off their lists (McCarthy, 2010). As a result, advertisers have decided the inclusion of clauses in their contract that allows the endorsement relationship to be terminated should the endorser engages in a socially unacceptable behaviour. In a nutshell, the brand congruence between the celebrity endorsers and products or service are crucial in developing a firm brand image and stimulate the intention of purchase in the
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Once the target audience had been established, a benchmark survey was then conducted. It showed that only 30% of influencers agreed that healthy snacks were offered by Frito-Lay and that less than one third of influencers knew that Frito-Lay products were made with simple ingredients and heart healthy oils. Public Relations Society of America This meant that there was an opportunity to educate the influencers and increase the amount of positive opinions towards the company’s products. To do this, it was decided to focus on the areas of the brands that could be enhanced in the eyes of the influencers and also create a dynamic database in order to track the changes in the viewpoints of the influencers....
Advertising executive’s main job function is to strategically design products marketing strategies to entice and make products and services as desirable as possible to customers. To do this, many implement rhetorical strategies while constructing the ad campaigns to ensure people will be persuaded to buy in. Employing rhetoric as a marketing technique has proven to be beneficial. An example of the value of these methods is represented by the success of Adidas popular campaign featuring Nicki Minaj and mult...
Celebrities are accessible to the whole world just due to their ability to use media at their own convenience. Due to the presence of cinema and satellite television all over the world, celebrities are able to cross the barriers of culture and religion, reaching out to millions across the world. The celebrity is only there to promote the produc; nobody is forcing anyone to buy anything! When these celebrities then go onto endorse these products, it makes the whole world accessible to these brands, enabling the company to become a local, credible and recognized brand across the globe. Products which are endorsed by celebrities certainly have an advantage over their competitors, since the public tends to follow and replicate the lifestyles of the celebrities which they admire, leading them to buy the products, with a belief that the celebrity uses that product as well. Businesses that have the funds and privilege to have a famous representative are not trying to insult anyone’s intelligence, but merely help their companies
Equally important JL Racing uses celebrity marketing as most recently in their cycling line Nicky Haden. Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Furthermore, as stated in (Hung, K. 2014) celebrity endorsement literature in three ways. First, it delineates aspiration and play as two main types of motives consumers hold toward celebrities in the entertainment process. This complements current studies that regard celebrities as opinion experts and credible spokespersons in their buying decisions. Second, It centers on the encounters between the consumer and the celebrity in various media contexts, such as movies, shows, and games. As studies on celebrity worship
HIV is highly stigmatized and corporations do not want their products associated with the disease 5. Many other athletes have been dropped from endorsements when their health or life took a turn for the worse iii. The decision facing the advertising and sports marketing executives is whether or not to drop Johnson from his spokesperson contracts following the announcement of his illness. C. Decision Criteria and Alternative Solutions a. A solution is effective if it mitigates the uncertainty faced by advertising and marketing executives on how they should proceed with Johnson’s contracts, in light of the announcement of his illness.
A celebrity status is a brand which is built on values, behavior, attitudes, hobbies and charity activities. Maintaining a reputable brand is critical for social media celebrities; a brand that people can trust, relate with and one which will remain relevant in years to come (Evans 2010, p 249-250). Social media is essential for growing a celebrity’s fan base as well as creating a platform where such a person can market a brand and connect with fans in a more personal way. In this way, fans will easily relate with the activities a celebrity does and will be ready to give support (Hallam, 2013).It is important for celebrities to communicate their values to their fans. Their fans should know them for what they do. People will be interested in a Face book brand page or follow somebody on Twitter because they are inspired by their messages and can relate to personalities that attract them. Oprah Winfrey was the director and host of the highly rated Oprah Winfrey show. She also is the founder of the Oprah Winfrey network. Oprah has inspired millions with her values of transparency and philanthropy because she has successfully been able to communicate her “Oprah” brand on Facebook and twitter. Even though Oprah is a very popular and influential person, she is considered a friendly person who can be approached by people of low social status. A
Celebrities are often used to endorse products for businesses to increase profits. Sue Jozui in her passage, explains that she believes using celebrities in advertisements is insulting to the buyer, and this action should be boycotted. The author supports her argument by first defining what using celebrities does to the consumer and how it portrays the consumer to be. She continues by stating that legislative rules should be enforced. The authors purpose is to convince the government and businesses to stop this action so that people aren't being persuaded to buy products just because a celebrity is advertising it. The author establishes a serious tone for all consumers that also support her claim. Jozui’s allegations of celebrities endorsing
The use of a celebrity's advertising a product is a smart and efficient way to get the attention of the public, and to sell product as fast as possible. Sue Juzui in her opinion she argues that we should boycott the use of celebrity and legislate rules and guidelines for advertisement. The author supports her argument by first stating her side of the argument. She continues by saying that “the use of celebrity to sell a product is misleading and insults the intelligence of the audience”. The author’s purpose is to persuade her reader in order to boycott the use of celebrity advertising any kind of product. The author creates a judgemental tone for her audience. Juzui’s argument is invalid because small businesses, companies, and everyday common people should advertise their product as a way they feel needed, to sell their product.
Societal influence can make or break a career. Credibility unifies a society, but it requires trust, reliability, and integrity. Credibility influences society to believe in the artifice spewing from the mouths of leaders and authors and celebrities expressed in a way that connects with the society. Social media- the likes, the followers, the endorsements- persuades people to buy things not needed, to look like someone other than themselves, to aspire to be something that they are not. Artifice persuades people with the corporations, the pictures, the celebrities, and the medium used to obtain them. Artifice can be negative. It can be a red herring, generate malinformed people, and ruin credibility, but it does make people appear more persuasive and sugarcoat statements considered more positive. For these reasons, artifice is the most essential skill, explored in Empire of Illusion by Chris Hedges.
Celebrities can have significant influence on consumer choices because they’re admired by many and consumers trust their judgement. For example, Taylor Swift advertised iTunes music. This celebrity is famous for her amazing vocals and hit songs. In this advertisement, Taylor is jogging on a treadmill while listening and singing along to iTunes music. The iTunes music is so intriguing, she falls off the treadmill while singing along. Consumers might be encouraged to purchase iTunes music from this advertisement due to people thinking that if Taylor Swift enjoys this product enough to fall off the treadmill, it’s probably amazing. Taylor Swift is a celebrity after all, so maybe this product is special. Therefore, consumers are influenced by this
The infamous Nike advertisements that are displayed daily all seem to have one thing in common: those wearing the Nike brand are for the most part celebrity athletes. Sue Jouzi, in her excerpt, argues that celebrity endorsed products are unethical and should be boycotted in order to obtain guidelines for how companies advertise to consumers. The author supports her assertion by first explaining how in a few instances, where celebrities have made false statements to promote products. She continues by giving another example of how as a consumer, she personally would not,”buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one,”(Jozui).. The author’s purpose is to convince consumers to boycott the product in order to obtain guidelines and rules set up to prevent the unethical advertising in order to protect themselves from being misled. The author establishes an authoritative tone in order to convince consumers to take a stance. Jozui is ignorant to believe that companies will restrict or allow restrictions on how they advertise their products when there are numerous laws in
Placing a brand in media content to affect consumer behaviour is defined as Product Placement. [N. Jay, C. T. Salmon, and S. Chang, “The hidden history of product placement,” Journal of Broadcasting and Electronic Media, vol. 50, no.4, pp. 575-594, December 2006.] Companies pay movie or television producers a good amount of money to place their product/brand name displayed during the television show or movie [F. Chan, “Product placement and its effectiveness: A systematic review and propositions for future research,” The Marketing Review, vol. 12, no. 1, pp. 39-60, March 2012.]. When celebrities recommend a brand, it creates a positive attitude towards the product. Thus it influences customer’s attitude towards the brand or product [C. A. Russell and B. B. Stern, “Consumers, characters, and
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
...The effective celebrity endorsers that have been chosen are Emma Stone for Revlon and 50 Cent for VitaminWater. The first celebrity endorser which is Emma Stone is an actress who is achieving the status of one of the popular female star in Hollywood today. Her partnership with Revlon which is a well -known cosmetic brand started at the year 2012. Her endorsement for Revlon is mostly of its lipsticks collection. Being the best dressed in Vanity Fair magazine and one of the 2013 most beautiful for Peoples magazine, Emma is considered to be one of the best endorsers that is apt for the brand in the concept of attractiveness, expertise and trustworthiness.