From A Relational Approach: The Persuasiveness of Advertisements Endorsed by Celebrities and Online Influencers

Fei Fan*, Kara Chan

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

4 Citations (Scopus)

Abstract

Celebrity endorsement is a commonly used advertising strategy in China. The entertainment and sports industries frequently employ celebrities to do promotions. The development of new media has led to the emergence of self-made micro-celebrities, termed ‘online influencers’. However, most studies analyze the advertising persuasiveness of either celebrities or online influencers separately. Only a limited number of studies compare celebrity endorsement from the perspective of both celebrities and online influencers, and none of them analyze advertising persuasiveness from a relational approach. A cross-sectional survey was conducted with 435 respondents in China. Results indicated that respondents’ perception of celebrities was more positive than online influencers. Furthermore, the motivation driving the relationship was different between celebrity endorsers and online influencers. Insights for strategic marketing engagement were drawn from the results.
Original languageEnglish
Pages (from-to)735-757
Number of pages23
JournalJournal of Promotion Management
Volume29
Issue number5
Early online date29 Dec 2022
DOIs
Publication statusPublished - 4 Jul 2023

Scopus Subject Areas

  • Communication
  • Marketing

User-Defined Keywords

  • China
  • Key opinion leader
  • Online influencers
  • advertising strategy
  • celebrity endorsement
  • quantitative survey
  • relational study
  • advertising persuasiveness
  • celebrities
  • online influencers

Fingerprint

Dive into the research topics of 'From A Relational Approach: The Persuasiveness of Advertisements Endorsed by Celebrities and Online Influencers'. Together they form a unique fingerprint.

Cite this