Investigating the marketing impact of consumers’ connectedness to celebrity endorsers

Consumers enjoy following famous media personalities, discovering details about their habits, food preferences, or designer brands that they wear. Consumers model their consumption behaviors based on their favorite celebrities’ preferences. Marketers are aware of such celebrity admiration and frequently use celebrities as part of marketing communication strategies. Grounded in parasocial relationship and social connectedness theories, this study tests a model of connectedness to the celebrity, attitude toward the celebrity, receptivity toward the celebrity‐endorsed message, and purchase intentions of the celebrity‐endorsed market offering. These relationships were investigated using structural equation modeling. The findings indicate an individual's level of connectedness to their favorite celebrity is positively linked with both their receptivity toward the celebrity‐endorsed message and purchase intentions of the celebrity‐endorsed market offering. On the theoretical side, the integration of parasocial relationship and social connectedness theories explain the processes through which celebrity endorsements impact consumers’ attitudes and behaviors. On the practical side, the findings suggest marketers should carefully choose the best celebrity endorsers for advertisements after considering how constituents from within their key target markets are likely to connect with the chosen celebrity. However, beyond consumers’ connectedness to the celebrity, the findings also suggest that receptivity toward the celebrity‐endorsed message is an essential link to purchase intentions of the endorsed offering.     

Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities

This paper examines the co-creation of human brands exemplified by celebrities in a stakeholder-actor approach. Combining theoretical frameworks of brand identity co-creation and stakeholder paradigms, demonstrates how human brand identities co-create by multiple stakeholder-actors who have resources and incentives in the activities that make up an enterprise of a human brand, including the celebrities themselves, consumer-fans, and business entities. By utilizing observational, archival netnographic data from popular social media platforms, four exemplars of celebrity identities demonstrate the co-creation of human brands. Findings illustrate key stakeholder-actors' participation in the co-creation process as well as sociocultural codes, including social construction and negotiation of identities, parasocialization, influence projection, legitimization, and utilization of human brand identities. These human brand identity dynamics advance a stakeholder-actor paradigm of brand co-creation that adapts to the predominant consumer culture and human ideals that surround the celebrity. Results inform implications and future research on celebrity brand marketing management and co-creation.     

Champagne: marketplace icon

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical marketplace icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration? In seeking answers to these questions, this marketplace icon contribution elaborates on what 250 years of avant-garde champagne marketing can tell us about champagne’s ever-shifting image and role in consumer culture. I argue that the “imperishable fame” of champagne stems primarily from four epic myth-making moments that not only came to shape a national identity but also modern consumption ideologies in important ways.     

Consumer Trust,Social Marketing and Ethics of Welfare Exchange

The global corporate scandals such as Enron, Worldcom and Global Crossing have raised fundamental issues of business ethics as well as economic, social and anthropological questions concerning the nature of business competition and global capitalism. The purpose of this conceptual paper is to introduce the concept of “welfare exchange” to the existing notions of economic, social and anthropological notions of business and exchange in markets and society in the 21st century. Global competition and business success in the 21st century continue to raise the nature of economic value and the interaction among diverse actors in international markets, institutions and society. We believe that the nature of such exchange between consumers and organizations, which can also be termed social marketing, need to increasingly take into account a welfare and ethical component. In this paper, we introduce our concept of welfare exchange to emphasize the importance of such welfare and ethical issues in the global business environment of the 21st century.     

The iconicity of celebrity and the spiritual impulse

Celebrity has a powerful material presence in contemporary consumer culture but its surface aesthetic resonates with the promise of deeper meanings. This Marketplace Icon contribution speculates on the iconicity of celebrity from a spiritual perspective. The social value or authenticity of contemporary celebrity, and the social processes through which it emerges, are matters of debate amongst researchers and competing approaches include field theory, functionalism, and anthropologically inflected accounts of the latent need for ritual, myth and spiritual fulfillment evinced by celebrity “worship.” We focus on the latter area as a partial explanation of the phenomenon whereby so many consumers seem so enchanted by images of, and stories about, individuals with whom they, or we, often have little in common. We speculate that the powerful presence of celebrity in Western consumer culture to some extent reflects and exploits a latent need for myths of redemption through the iconic character of many, though by no means all, manifestations of celebrity consumption.     

Astroturfing Global Warming: It Isn’t Always Greener on the Other Side of the Fence

Astroturf organizations are fake grassroots organizations usually sponsored by large corporations to support any arguments or claims in their favor, or to challenge and deny those against them. They constitute the corporate version of grassroots social movements. Serious ethical and societal concerns underline this astroturfing practice, especially if corporations are successful in influencing public opinion by undertaking a social movement approach. This study is motivated by this particular issue and examines the effectiveness of astroturf organizations in the global warming context, wherein large corporate polluters have an incentive to set up astroturf organizations to undermine the importance of human activities in climate change. We conduct an experiment to determine whether astroturf organizations have an impact on the level of user certainty about the causes of global warming. Results show that people who used astroturf websites became more uncertain about the causes of global warming and humans’ role in the phenomenon than people who used grassroots websites. Astroturf organizations are hence successful in promoting business interests over environmental protection. In addition to the multiple business ethics issues it raises, astroturfing poses a significant threat to the legitimacy of the grassroots movement.     

Social media celebrities and new world order. What drives purchasing behavior among social media followers?

Social media celebrities (SMCs) and social media platforms (SMPs) have become indispensable in today's business and marketing settings. Drawing on the celebrity influence model (CIM), this study examines the impact of SMCs on their followers' purchase intention and the moderating influence of SMP usage on the relationships between (a) SMCs and their followers' purchase intention, (b) para-social relationships (PSR) and purchase intention, and (c) identification and purchase intention. We collected 665 valid responses via an online questionnaire in China and then employed partial least squares structural equation modelling (PLS-SEM) to examine the proposed relationships between the variables. The findings revealed that SMCs do not significantly influence their followers' purchase intention directly; however, they do exert such influence through PSR and identification. The results further indicated that SMP usage moderates the effect of PSR and identification on purchase intention. Our study offers both theoretical and managerial contributions. Theoretically, the incorporation of CIM into this study's model augments the PSR and identification literature in the context of SMCs. Again, the moderating effect of SMP usage that we reveal is novel in the social media literature. In practice, marketers in China should consider the credibility and rapport a particular social media celebrity has with his or her followers before contracting that particular celebrity to endorse their products.     

陶瓷名作的营销模式探析

陶瓷名人名作是指陶瓷名家以其本人名义或与他人合作生产制作的独具艺术特色和高艺术水平的各类陶瓷或陶瓷艺术作品。随着我国经济的快速发展,人们的生活水平不断提高,购买力和艺术鉴赏力也不断提升,购买当代陶瓷名人名作成了当今社会一大投资新热点。本文提出了陶瓷名家名作的几种主要营销模式,并对选择这些营销模式时应考虑的因素进行了探讨。     

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACT

Throughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.     

Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking

The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic and social appeals of the watches to more complex ones appealing to self-image and the use of celebrity endorsement. However, some – albeit not all – luxury wristwatch manufacturers have abandoned their use of celebrity endorsers. We note the need for businesses to undertake advertising aimed at appealing to consumer self-image, often reinforced by celebrity endorsement. The paper explores why the celebrity endorsement of brands may be effective or otherwise. We question, however, the cost-effectiveness of celebrity endorsement, and whether methods such as parasocial advertising through social media sites may offer an alternative. Like the brands they promote, advertising theories also have life cycles and the need to find new theories and update or abandon existing ones continues apace.     

Embracing ambiguity – lessons from the study of corporate social responsibility throughout the rise and decline of the modern welfare state

In the work of Karl Polanyi, the negative effects of a self‐regulating market economy are described as being limited by societal forces such as the policies of the welfare state. With the decline of the modern welfare state since the late 1970s, social activities of business firms are increasingly regarded as an important complement to or even as a substitute for welfare state policies by a part of the literature. However, and controversially, another stream of argumentation regards these activities as being aimed at advancing the reach of market forces. To fully grasp the ambiguous nature of the social activities of business, in this paper I provide an account of affirmative as well as of critical interpretations of these activities throughout the history of modern capitalism. On this basis, the power of critique to disentangle the diverse motivations that underlie the social engagement of business is highlighted as a condition for facilitating a role of business in society that balances economic and social considerations.     

A social identity perspective of social media's impact on satisfaction with life

Social media platforms have become an (almost) obligatory part of our lives and activities. However, many disadvantages have emerged such as an increase in dependency on social media owing to addictions known as the dark side of social media. The current research seeks to understand the impact of specific aspects of this dark side, viz. social media addiction, fear of missing out, and narcissism, on self-esteem, and their links with an individual's satisfaction with life (SwL). The results of a quantitative survey (n = 260) show the salient impact of these aspects on self-esteem as well as the preponderant role of collective self-esteem in SwL. Academic and managerial implications are discussed.     

Global Social Media Usage: Insights Into Reaching Consumers Worldwide

This study documents global social media usage patterns based on a large‐scale survey of 4,630 social media users around the world. The study provides insights into how users in the European Union, United States, and BRIC (Brazil, Russia, India, and China) regions use social media for business and personal use. It analyzes variability in global social media platforms being used in these different world regions. The study also presents insights into usage of multilingual content for global social media consumption and the global user propensity to translate social media. Finally, the paper showcases an innovative technology solution to help companies leverage machine and human translation to enable users to translate social media content. © 2012 Wiley Periodicals, Inc.     

An institutional account of governance structures in early modern business history: the Coventry business (hi)story

This paper is an account of the institutional mechanisms that have influenced business history in the early to late Middle Ages in the city of Coventry. The paper discusses socio-cultural, political, religious, and historical influences on the city's major trades during the era and incorporates analysis of governance structures in the form of Coventry's famous guilds which were instrumental in shaping the trajectory of one of England's foremost cities during the chronicled era. Through this examination we seek to complement and contribute to business history literature that is increasingly intrigued by business and economic activities pre-dating the industrial and manufacturing era, thus enriching discussion about business and institutional dynamics in the pre-modern era.     

Beyond endorsements: The effect of celebrity Creative Directors on consumers’ attitudes toward the advertisement

Marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to employing celebrities as Creative Directors. Study 1 demonstrates celebrity Creative Directors, as opposed to merely endorsers, result in increased attitudes toward the advertisement; an effect mediated by consumer perceptions of celebrity expertize and attenuated by skepticism toward advertising. Study 2 further investigates this phenomenon by considering whether it is the title of Creative Director that results in increased attitudes toward the advertisement or if consumers need to be made aware of the responsibilities associated with such a role. Results from Study 2 suggest that merely bestowing a celebrity with the title of Creative Director is not sufficient to enhance attitudes, the duties performed by the celebrity Creative Director must be made explicit.     

Facing society's demands for environmental protection: Management in practice

Although managers must stay abreast of all socictal concerns in developing organizational objectives, protecting the environment seems to be a major issue for consumers in the 1990s. This increased environmental concern leaves managers no choice but to go beyond mere social obligation when it comes to protecting the environment. Society is demanding social responsiveness at a minimum, and the call for social responsibility seems to be getting louder and clearer. This paper reviews the response business has made to this call for responsibility for the environment. Specifically, this paper will address the impact of increased business awareness on: (1) the passage of laws and legislation to protect the environment (social obligation); (2) specific organization actions to meet consumer demands (social responsiveness); (3) specific organization endeavors which reflect a sincere attempt to address the environmental issue (social responsibility). An awareness of these activities should aid managers in developing future plans which will allow them to become more responsible for our environment.Allayne Barrilleaux Pizzolatto is Assistant Professor of Management at Nicholls State University. Her research interests include business ethics, managing by fun, and job applicant testing. Dr. Pizzolatto has published in various journals includingJournal of Management Education, Journal of Vocational Behavior, andLabor Law Journal.Cecil A. Zeringue, II is a MBA student at Nicholls State University. He is also the general manager/system analyst of an electrical supply company.     

The Ukraine/Russia conflict: Geopolitical and international business strategies

The Ukraine and Russian conflict is one of the most pressing current global business issues. It has become a political and social issue that is influencing business practices around the world. While the topic is popular in the mainstream business press, there has been relatively little academic work on the topic. To address this gap, this article discusses the impact of the conflict on international business in terms of the perception by society about Ukrainian or Russian business activities. This means highlighting how a conflict can involve direct military intervention but also social interaction. This article reveals that there are many effects on global business stemming from the Ukraine–Russian conflict many of which are currently known, but others will be known in the future. Managerial implications are stated in the article that highlights the cultural and social impact of the crisis as well as future research suggestions for international business researchers that stress the importance of the conflict.     

The effects of influencer type,regulatory focus,and perceived authenticity on consumers' purchase intention

Companies often use influencers to promote their products, and many celebrities have expanded their activities on social media as influencers. In this work, we classified influencers into celebrity and noncelebrity groups and analyzed how they affect consumers' purchase intention. We also analyzed how psychological variables, such as regulatory focus and perceived authenticity affect this process. We conducted three studies with consumers in China, South Korea, and the United States who participated in each between-subjects experiment. The results showed that people have higher purchase intention for products recommended by noncelebrity influencers than those recommended by celebrity influencers. We also found that regulatory focus moderates the relationship between the influencer type and consumers' purchase intention. Purchase intention for products recommended by noncelebrity influencers were stronger among prevention-focused consumers. However, no significant difference in the effect of influencer type was found among promotion-focused consumers. We found that perceived authenticity mediated this moderating effect. The results of this study provide effective marketing strategies and implications for companies when they use influencers as a tool for marketing activities.     

Value Creation,Management Competencies,and Global Corporate Citizenship: An Ordonomic Approach to Business Ethics in the Age of Globalization

This article develops an “ordonomic” approach to business ethics in the age of globalization. Through the use of a three-tiered conceptual framework that distinguishes between the basic game of antagonistic social cooperation, the meta game of rule-setting, and the meta-meta game of rule-finding discourse, we address three questions, the answers to which we believe are crucial to fostering effective business leadership and corporate social responsibility. First, the purpose of business in society is value creation. Companies have a social mandate to organize mutually advantageous cooperation. Second, business ethics should teach the management competencies necessary to fulfill business’s societal mandate. These competencies are optimization competence in the basic game of value creation, governance competence in the meta game of (political) rule setting, and the three discourse-related skills of orientation competence, reception competence, and communication competence necessary for engaging in the meta-meta game. Third, companies can help solve global problems through global corporate citizenship if they participate as political and moral actors in rule-setting processes and rule-finding discourse aimed at laying the foundation for value creation on a global scale.     

Corporate Responsibilities in Internet-Enabled Social Networks

The ethical governance of the global Internet is an accelerating global phenomenon. A key paradox of the global Internet is that it allows individual and collective decision making to co-exist with each other. Open source software (OSS) communities are a globally accelerating phenomenon. OSS refers to groups of programs that allow the free use of the software and further the code sharing to the general and corporate users of the software. The combination of private provision and public knowledge and software, and the seeming paradox of economic versus social motivations have stimulated a wide debate between researchers and policymakers. In this article, we analyze OSS communities from the viewpoint of “intrinsic motivation,” knowledge creation, and collective Internet governance. We believe that the growth of global OSS has fundamental implications for business ethics and the governance of the global Internet in the twenty-first century.