Older Consumers’ Perceptions of Advertising with Celebrity Endorsement

As most of the developed societies are ageing, how to engage older consumers in
advertising has become important to marketing communication practitioners. A
qualitative study was conducted in March 2021 by interviewing a convenience
sample of 20 persons aged 50 to 64 in China. Interviewees most often recalled
celebrity endorsers who frequently appear in popular TV dramas. Source
attractiveness was the main reason for recalling the celebrity endorsers. Source
attractiveness, source credibility, and congruency with image of the brand, as well as moral qualities of celebrities were frequently reported as major factors that brands should consider when selecting an endorser. Interviewees perceived that credibility of endorsers was closely related to their moral behavior. Regarding advertising effect, interviewees perceived that advertisements with celebrity endorsement could enhance brand awareness, create positive feelings about the brand, and enhance purchase intention. Interviewees perceived that traditional celebrities enjoy a higher level of credibility and persistence of popularity than online influencers. The study discusses the theoretical implications for whether the main theories of celebrity endorsement are applicable to older people in China as well as the practical implications for marketing communications.