Using Celebrities in the Non-profit Activity in China.

Yan Wang, Yijun Luo, Bingyu Chen

Research output: Contribution to conferencePaperpeer-review

Abstract

The usage of celebrities as endorsers influences audience attitudes and intention towards advertisement. However, studies tend to focus on on-profit advertisements rather than commercial advertisements. This quantitative research explores how people’s attitudes towards celebrities, the fit between celebrities and non-profit activities, and the civic responsibility of celebrity influence the credibility of celebrity, which in turn elicits a range of positive responses. Moreover, people’s positive attitudes toward non-profit activities will all directly and positively lead to the intention to donate and thus to the implementation of the behavior. Drawing on China’s poverty alleviation activity and structural equation modeling, this research highlights celebrities’ civic responsibility as a salient characteristic that influences how people feel about non-profit activities. In contrast, the effect of perceived fit on the credibility of a celebrity is relatively less vivid. The implications for celebrity endorsements in the non-profit sector are also discussed.
Original languageEnglish
Number of pages27
Publication statusPublished - 25 Jun 2022
EventThe 20th International Conference on Research in Advertising (ICORIA 2022) - Prague, Czech Republic
Duration: 23 Jun 202225 Jun 2022
http://www.europeanadvertisingacademy.org/conference-2022/
http://icoria.org/

Conference

ConferenceThe 20th International Conference on Research in Advertising (ICORIA 2022)
Country/TerritoryCzech Republic
CityPrague
Period23/06/2225/06/22
Internet address

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