Social Influencer or Celebrity Endorser, To Whom Do Multicultural Consumers Pay Attention in Instagram? Comparing Medium- and High-Involvement Products Across Ethnic Groups
DOI:
https://doi.org/10.33423/jmdc.v18i1.6818Keywords:
marketing, development, celebrity endorsement, social media influencers, multicultural consumers, ethnicity, age, genderAbstract
This study investigates the influence of social media influencers and celebrity endorsements on attitudes and intentions to purchase high and medium-involvement products on Instagram. A multimethod research design was used, with a national sample of 799 Instagram users. Results show that celebrity endorsements are more impactful than social media influencers for High and medium-involvement products. However, social media influencers influence more males, but attitudes remain consistent across genders. Celebrity endorsements and influencers have the highest impact on Millennials. The study reveals that celebrities are more influential than celebrity endorsements for medium-involvement products. There are significant gender and age differences but no ethnic differences. Males are more influenced by celebrities and influencers on Instagram, but their attitude toward influencers remains consistent. Celebrity endorsement and influencers have the highest impact on Millennials, followed by Gen X, baby boomers, and Gen Z, with no significant difference between Gen Z and baby boomers.
References
Ahmad, A.H., Idris, I., Mason, C., & Chow, S.K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image on the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54–65. DOI: https://doi.org/10.5430/ijfr.v10n5p54
Alhabash, S., Mundel, J., & Hussain, S.A. (2017). Social media advertising. Digital Advertising: Theory and Research, 285. DOI: https://doi.org/10.4324/9781315623252-16
Andrews, J.C., Durvasula, S., & Akhter, S.H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19(4), 2740. DOI: https://doi.org/10.1080/00913367.1990.10673198
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research.
Audrezet, A., de Kerviler, G., & Moulard, J.G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557569. DOI: https://doi.org/10.1016/j.jbusres.2018.07.008
Barker, S. (2017). How social media is influencing purchase decisions. Social Media Week.
Belanche, D., Casaló, L.V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. DOI: https://doi.org/10.1016/j.jretconser.2021.102585
Bhutada, N.S., Rollins, B.L., & Perri, III, M. (2017). Impact of animated spokes-characters in print direct-to-consumer prescription drug advertising: An Elaboration Likelihood Model Approach. Health Communication, 32(4), 391–400. DOI: https://doi.org/10.1080/10410236.2016.1138382
Bravo, O.S.A.C. (2020). To Boycott or Not? The Impact of High Moral Intensity Framing on Consumer Boycott Decision-Making [Dissertation]. Retrieved from https://purl.lib.fsu.edu/diginole/2020_Summer_Fall_Bravo_fsu_0071E_16258
Campbell, C., & Farrell, J.R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. DOI: https://doi.org/10.1016/j.bushor.2020.03.003
Casaló, L.V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. DOI: https://doi.org/10.1016/j.jbusres.2018.07.005
Chapa, S., Jordan Jackson, F.F., & Lee, J. (2020). Antecedents of ideal body image and body dissatisfaction: The role of ethnicity, gender, and age among the consumers in the USA. Journal of Global Fashion Marketing, 11(2), 190–206. DOI: https://doi.org/10.1080/20932685.2019.1703780
Chattaraman, V., Lennon, S.J., & Rudd, N.A. (2010). Social identity salience: Effects on identity‐based brand choices of Hispanic consumers. Psychology & Marketing, 27(3), 263–284. DOI: https://doi.org/10.1002/mar.20331
Cho, C.H. (1999). How advertising works on the WWW: Modified elaboration likelihood model. Journal of Current Issues & Research in Advertising, 21(1), 34–50. DOI: https://doi.org/10.1080/10641734.1999.10505087
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249–269. DOI: https://doi.org/10.1080/15332861.2019.1595362
Cuevas, L.M., Chong, S.M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. DOI: https://doi.org/10.1016/j.jretconser.2020.102133
Daneshvary, R., & Schwer, R.K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing. DOI: https://doi.org/10.1108/07363760010328987
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of the number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. DOI: https://doi.org/10.1080/02650487.2017.1348035
Deshpandé, R., & Stayman, D.M. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57–64. DOI: https://doi.org/10.1177/002224379403100105
Dhanesh, G.S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765. DOI: https://doi.org/10.1016/j.pubrev.2019.03.002
Dholakia, U.M. (1997). An investigation of the relationship between perceived risk and product involvement. ACR North American Advances.
Dholakia, U.M. (2001). A motivational process model of product involvement and consumer risk perception. European Journal of Marketing. DOI: https://doi.org/10.1108/EUM0000000006479
Ellison, B.T., Padgett, B.C., & Fowler, D.C. (2017, January). Social Media Celebrity Endorsements Effect on Generation Z’s Purchase Intentions. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 74, No. 1). Iowa State University Digital Press. DOI: https://doi.org/10.31274/itaa_proceedings-180814-1908
Erdogan, Z. (2010). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4). DOI: https://doi.org/10.1362/026725799784870379
Eryigit, C. (2013). The Influence of Brand Associations on Brand Loyalty in Accordance with Product Involvement. Choregia, 9(2).
Eyal, K., & Dailey, R.M. (2012). Examining relational maintenance in parasocial relationships. Mass Communication and Society, 15(5), 758–781. DOI: https://doi.org/10.1080/15205436.2011.616276
Ferreira, A.G., & Coelho, F.J. (2015). Product involvement, price perceptions, and brand loyalty. Journal of Product & Brand Management. DOI: https://doi.org/10.1108/JPBM-06-2014-0623
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651–662. DOI: https://doi.org/10.1002/mar.20551
Gonzalez, J.M., Alegría, M., Prihoda, T.J., Copeland, L.A., & Zeber, J.E. (2011). How the relationship of attitudes toward mental health treatment and service use differs by age, gender, ethnicity/race and education. Social Psychiatry and Psychiatric Epidemiology, 46(1), 45–57. DOI: https://doi.org/10.1007/s00127-009-0168-4
Gräve, J.F. (2017, July). Exploring the perception of influencers vs. Traditional celebrities: Are social media stars a new type of endorser? In Proceedings of the 8th International Conference on Social Media & Society (pp. 1–5). DOI: https://doi.org/10.1145/3097286.3097322
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. DOI: https://doi.org/10.1177/0008125620958166
Halter, M. (2000). Shopping for entities, The Marketing of Ethnicity. Nueva York: Schoclen Books.
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencers on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76–89. DOI: https://doi.org/10.29244/jcs.4.2.76-89
Hispanicize. (n.d.). Retrieved from https://hispanicize.com/
Horton, D., & Wohl, R.R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. DOI: https://doi.org/10.1080/00332747.1956.11023049
Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155–166. DOI: https://doi.org/10.1080/00913367.2013.838720
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value, and purchase intention. International Journal of Information Management, 49, 366–376. DOI: https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kastanakis, M.N., & Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences perspective. Journal of Business Research, 67(10), 2147–2154. DOI: https://doi.org/10.1016/j.jbusres.2014.04.024
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278. DOI: https://doi.org/10.1080/0267257X.2020.1718740
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690–703. DOI: https://doi.org/10.1002/mar.20555
Kim, S.S., Choe, J.Y.J., & Petrick, J.F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. DOI: https://doi.org/10.1016/j.jdmm.2018.03.006
Klaus, N., & Bailey, A.A. (2008). Celebrity endorsements: An examination of gender and consumers’ attitudes. American Journal of Business. DOI: https://doi.org/10.1108/19355181200800010
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. DOI: https://doi.org/10.1016/j.jretconser.2019.102027
Lim, X.J., Mohd Radzol, A.R.B., Cheah, J.H.J., & Wong, M.W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. DOI: https://doi.org/10.14707/ajbr.170035
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials’ attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45. DOI: https://doi.org/10.1016/j.jretconser.2016.05.012
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. DOI: https://doi.org/10.1086/209217
McQuarrie, E.F., & Munson, J.M. (1992). A Revised Product Involvement Inventory: Improved Usability and Validity. In J.F. Sherry, Jr., & B. Sternthal (Eds.), NA - Advances in Consumer Research (Vol. 19, pp. 108–115). Provo, UT: Association for Consumer Research.
Mueller, B. (2008). Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives. Peter Lang.
Nkwocha, I., Bao, Y., Johnson, W.C., & Brotspies, H.V. (2005). Product fit and consumer attitude toward brand extensions: The moderating role of product involvement. Journal of Marketing Theory and Practice, 13(3), 49–61. DOI: https://doi.org/10.1080/10696679.2005.11658549
Paramita, W., & Septianto, F. (2021). The benefits and pitfalls of humblebragging in social media advertising: The moderating role of the celebrity versus influencer. International Journal of Advertising, 40(8), 1294–1319. DOI: https://doi.org/10.1080/02650487.2021.1981589
Perloff, R.M. (2014). Social media effects on young women’s body image concerns theoretical perspectives and an agenda for research. Sex Roles, 71(11), 363–377. DOI: https://doi.org/10.1007/s11199-014-0384-6
Petty, R.E., & Cacioppo, J.T. (1986). The elaboration likelihood model of persuasion. In Communication and Persuasion (pp. 1–24). New York, NY: Springer. DOI: https://doi.org/10.1007/978-1-4612-4964-1_1
Petty, R.E., Cacioppo, J.T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. DOI: https://doi.org/10.1086/208954
Quarasse, O., & van de Vijver, F.J.R. (2004). Structure and function of the perceived acculturation context of young Moroccans in the Netherlands. International Journal of Psychology, 39(3), 190–204. DOI: https://doi.org/10.1080/00207590344000367
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298. DOI: https://doi.org/10.1080/0267257X.2019.1708781
Richins, M.L., & Bloch, P.H. (1986). After the new wears off: The temporal context of product involvement. Journal of Consumer Research, 13(2), 280–285. DOI: https://doi.org/10.1086/209067
Rossiter, J.R., & Chan, A.M. (1998). Ethnicity in business and consumer behavior. Journal of Business Research, 42(2), 127–134. DOI: https://doi.org/10.1016/S0148-2963(97)00113-6
Rothschild, M.L. (1984). Perspectives on Involvement: Current Problems and Future Directions. In T.C. Kinnear (Ed.), Advances in Consumer Research (Vol. 11, pp. 216–217). Association for Consumer Research.
Roy, S., Guha, A., & Biswas, A. (2015). Celebrity endorsements and women consumers in India: How generation-cohort affiliation and celebrity-product congruence moderate the benefits of chronological age congruency. Marketing Letters, 26(3), 363–376. DOI: https://doi.org/10.1007/s11002-015-9354-1
Schouten, A.P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer Endorsements in Advertising: The Role of Identification, Credibility, and Product-Endorser Fit. International Journal of Advertising, 39(2), 258–81. DOI: https://doi.org/10.1080/02650487.2019.1634898
Shinew, K.J., Glover, T.D., & Parry, D.C. (2004). Leisure spaces as potential sites for interracial interaction: Community gardens in urban areas. Journal of Leisure Research, 36(3), 336–355. DOI: https://doi.org/10.1080/00222216.2004.11950027
Statista. (2020). Social Media Usage Worldwide. Retrieved from https://www.statista.com/study/12393/social-networks-statista-dossier/
Stephen, A.T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21. DOI: https://doi.org/10.1016/j.copsyc.2015.10.016
Tanner, J.F., & Raymond, M.A. (2012). Principles of marketing. Flat World Knowledge.
Te'eni‐Harari, T., & Hornik, J. (2010). Factors influencing product involvement among young consumers. Journal of Consumer Marketing. DOI: https://doi.org/10.1108/07363761011078235
Terlutter, R., Diehl, S., Koinig, I., Chan, K., & Tsang, L. (2021). “I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe. Journal of Advertising, pp. 1–19. DOI: https://doi.org/10.1080/00913367.2021.1934199
Tizazu, L.A. (2018). The Relationship Between Brand Equity and Customers’ Attitude Towards Brand Extension for High Involvement Consumer Products. Journal of Marketing and Consumer Journal, 44, 8–17.
Trivedi, J.P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer-A fashion industry perspective. International Journal of Electronic Customer Relationship Management, 11(3), 256–271. DOI: https://doi.org/10.1504/IJECRM.2018.10014889
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66. DOI: https://doi.org/10.5539/ijbm.v8n14p66
Zaichkowsky, J.L. (1985, December). Measuring the Involvement Construct. Journal of Consumer Research, 12, 341–352. DOI: https://doi.org/10.1086/208520
Zaichkowsky, J.L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4–34. DOI: https://doi.org/10.1080/00913367.1986.10672999
Zeren, D., & Gökdağlı, N. (2020). Influencer Versus Celebrity Endorser Performance on Instagram. In Strategic Innovative Marketing and Tourism (pp. 695–704). Cham: Springer. DOI: https://doi.org/10.1007/978-3-030-36126-6_77
