Abstract
Purpose: With the emergence of social media, online influencers have played a major role in brand marketing. This study examines how Malaysian young adults perceive advertising endorsements of celebrities and online influencers within the framework of parasocial relations and multiculturalism.
Design/method/approach: This study engaged 42 Malaysian young adults aged 18 to 24 in semi-structured interviews. They were asked to share a TV commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility, and endorsement effects.
Findings: Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic, and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers.
Research implications: This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and socila media influencer endorsement.
Practical implications: Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heros can serve as nation-building agents through celebrity endorsement in advertising.
Originality/Value: Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.
Design/method/approach: This study engaged 42 Malaysian young adults aged 18 to 24 in semi-structured interviews. They were asked to share a TV commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities and online influencers in terms of attractiveness, credibility, and endorsement effects.
Findings: Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees demonstrate strong emotional attachments to celebrities who are national icons. Online influencers are perceived as more relatable, authentic, and credible than traditional celebrities. Interviewees perceive that endorsements by traditional celebrities were more effective for luxurious brands and brands targeting older consumers. On the other hand, endorsements by online influencers were perceived to be more effective for low-involvement product categories and brands that target younger consumers.
Research implications: This study presents a summary of the parallel perceptions of online influencers and celebrities to explain how young consumers evaluate advertising with celebrity and socila media influencer endorsement.
Practical implications: Malaysian young adults perceive endorsers as people who guide their experiences with ads. Adopting an endorser who is young, has a trendy image, and has a similar cultural background enhances the relatability of ads for young adults. National sports heros can serve as nation-building agents through celebrity endorsement in advertising.
Originality/Value: Few studies directly compare the endorsement effects of celebrities and online influencers in a multicultural setting. This study provides marketing and theoretical insights to unravel the influencing mechanism of parasocial relations and multiculturalism.
| Original language | English |
|---|---|
| Journal | Young Consumers |
| DOIs | |
| Publication status | E-pub ahead of print - 23 Oct 2024 |
Scopus Subject Areas
- Marketing
- Communication
- Economics, Econometrics and Finance (miscellaneous)
- Life-span and Life-course Studies
User-Defined Keywords
- Multiculturalism
- Parasocial relations
- Advertising strategy
- Celebrity endorsement
- Advertising effects
- Brand communication
