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Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?

Author

Listed:
  • Souheila Kaabachi

    (EBS Paris - European Business School Paris, ESCE International Business School, INSEEC U. Research Center)

  • Mohamed Karim Kefi

    (EDC - EDC Paris Business School, OCRE - Observatoire et Centre de Recherche en Entrepreneuriat - EDC - EDC Paris Business School)

  • Monyédodo Régis Kpossa

    (ESCE, International Business School - ESCE, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Ahmed Anis Charfi

    (ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC)

Abstract

This study extends celebrity endorsement and influencer endorsement to financial brand communication and explores the Generation Z (Gen-Z) attitudes toward financial advertising using an endorsement strategy. We investigate the effect of endorser type on the endorsement strategy effectiveness. This research is based on an experiment involving a total of 313 students aged 18 to 25 years old. Structural equation modelling (Amos Graphics 25) and MANOVA were used to analyse the data. Our findings support that Gen-Zers perceived social media influencers (SMIs') image as more congruent with financial brand image and more credible, with more altruistic motives than traditional celebrities. Indeed, this study showed that brand-endorser congruence and idealself- image congruence contributes to the attribution of altruistic motives to the endorser, which in turn influences endorser credibility. Gen-Zers' ad attitude is mainly impacted by the endorser attractiveness and trustworthiness. This research highlights the interest of financial institutions in using SMI when advertising to Gen-Z.

Suggested Citation

  • Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    • Handle: RePEc:hal:journl:hal-03767446
    Note: View the original document on HAL open archive server: https://hal.science/hal-03767446
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    References listed on IDEAS

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