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The impact of celebrity endorsers and influencer marketers on consumer behaviour

Author

Listed:
  • Jain, Pranjal

    (Mittal School of Business, India)

  • Jain, Anju

    (Shyama Prasad Mukherji College, India)

Abstract

This study investigates the differential impact of influencer marketers and celebrity endorsers on consumer purchase intention. It examines whether the effect of endorsers endorsing products with varying price points exhibits variability or consistency. The study also explores whether the impact of celebrity endorsers and influencer marketers differs depending on endorsement campaign duration and proposes an optimal campaign duration. Employing a mixed-methods approach including a randomised controlled trial, a longitudinal study, and multi-level modelling with regression analysis, the study finds that celebrity endorsements have a stronger impact and that the same endorser can yield varying impacts across products. Further, campaign duration significantly influences effectiveness, with implications for cost-effectiveness. These findings offer practical insights for marketers making decisions on endorsement strategies and campaign duration.

Suggested Citation

  • Jain, Pranjal & Jain, Anju, 2023. "The impact of celebrity endorsers and influencer marketers on consumer behaviour," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 8(1), pages 32-49, December.
    • Handle: RePEc:aza:jcms00:y:2023:v:8:i:1:p:32-49
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    More about this item

    Keywords

    influencer marketing; celebrity endorsements; consumer psychology; longitudinal study; randomised control trial;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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