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Endorsement Effectiveness of Celebrities versus Social Media Influencers in the Materialistic Cultural Environment of India
Journal of International Consumer Marketing Pub Date : 2020-07-14 , DOI: 10.1080/08961530.2020.1786875
Arpita Agnihotri 1 , Saurabh Bhattacharya 2
Affiliation  

Abstract

In this article, we explore the relative endorsement effectiveness of mainstream celebrities versus social media influencers in the materialistic cultural environment of India. Based on three studies across two product categories, our findings suggest that mainstream celebrities were more effective endorsers than social media influencers in both a celebrity-product congruent and incongruent condition. Endorsement effectiveness was explained by the strength of the parasocial relationship that Indian consumers developed with celebrities and social media influencers. In a materialistic country like India, as celebrities possess more wealth, power, and status, consumers formed a stronger parasocial relationship with them than social media influencers. Regulatory focus moderated this relationship such that, for promotion-focused consumers, no difference existed in the strength of the parasocial relationship between consumers and celebrities versus social media influencers. However, for prevention-focused consumers, the strength of the parasocial relationship increased for mainstream celebrities and decreased for social media influencers.



中文翻译:

印度物质文化环境下名人与社交媒体影响者的代言效力

摘要

在本文中,我们探讨了印度物质主义文化环境中主流名人与社交媒体影响者的相对认可效果。基于对两种产品类别的三项研究,我们的研究结果表明,在名人产品与产品同等和不相称的情况下,主流名人比社交媒体有影响力的人更有效的代言人。印度消费者与名人和社交媒体影响者之间建立的超社会关系的优势可以解释其代言的有效性。在像印度这样的唯物主义国家,由于名人拥有更多的财富,权力和地位,与社交媒体影响者相比,消费者与他们形成了更牢固的超社会关系。监管重点缓和了这种关系,因此,对于以促销为重点的消费者而言,消费者和名人与社交媒体影响者之间的超社会关系强度没有差异。但是,对于注重预防的消费者来说,主流名人的超社会关系的强度增加了,而社交媒体有影响力的人则下降了。

更新日期:2020-07-14
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