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Attitude Towards Online Product Endorsement Using Digital Celebrities: The Case of Laptops

Author

Listed:
  • Raluca CIORNEA

    (BabeÈ™-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania)

  • Maria-Luiza Souca

    (BabeÈ™-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania)

  • Mihai†Florin Băcilă

    (BabeÈ™-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania)

  • Alexandra†Maria Drule

    (BabeÈ™-Bolyai University, Faculty of Economics and Business Administration, Cluj-Napoca, Romania)

Abstract

Although the broad concept of celebrity endorsement is not new, the popularity of its Social Media version skyrocketed over the last several years, being exploited even by notorious and top-tier companies. A substantial body of academic research approached the traditional celebrities’ endorsement, leaving rather unstudied the impact of digital celebrities’ endorsement power. Aiming at reducing the literature gap, the present study investigated the audience’s attitude towards online endorsement that includes famous vloggers (a category of digital celebrities) and its effect on future behaviors. In this sense, a conceptual model was tested using the structural equation modeling technique in the context of a primary research. The results unveiled that the perceived characteristics of the celebrity reflect on the overall attitude towards the vlogger. Despite influencing the attitude towards endorsed products, video content, product recommendation and engagement on source’s Social Media channel, the attitude towards the celebrity didn’t have a direct effect on purchase intention. The attitude towards the video content affected the attitude towards the product and both were shown to have a positive influence on purchase intention and recommendation. Yet, only the first one reflected on actions concerning celebrity’s online platform.

Suggested Citation

  • Raluca CIORNEA & Maria-Luiza Souca & Mihai†Florin Băcilă & Alexandra†Maria Drule, 2022. "Attitude Towards Online Product Endorsement Using Digital Celebrities: The Case of Laptops," European Journal of Studies in Management and Business, EUROKD, vol. 24, pages 1-20.
    • Handle: RePEc:bco:mbrqaa::v:24:y:2022:p:1-20
    DOI: 10.32038/mbrq.2022.24.01
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    References listed on IDEAS

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    1. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    2. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    3. U. Abirami & Jayasree Krishnan, 2018. "Attitude towards celebrity endorsement - a case study of adolescent students using personal care products," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 14(1), pages 1-17.
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