Skip to main content
Springer Nature Link
Log in

Celebrity Endorsement on Social Networks Sites: Impact of His/Her Credibility and Congruence with the Endorsed Product, on the Consumer’s Information Adoption and Dissemination

  • Conference paper
  • First Online:
Digital Economy. Emerging Technologies and Business Innovation (ICDEc 2017)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 290))

Included in the following conference series:

Abstract

This study aims at examining the impact of celebrities’ credibility and congruence with the endorsed product on the consumers’ information adoption and dissemination on Social Networks Sites (SNS). Two different and spontaneous celebrities’ endorsements were considered. The first is more cause-related and concerned the celebrity Hend Sabry, a well-known actress, who endorsed on Facebook the national campaign “Zourou Tounes” (“visit Tunisia”), in order to promote the tourist destination Tunisia after the terrorist attack at the Bardo National Museum (18th of March, 2015). The second is more product/brand-related and involved the celebrity Dorra Zarrouk, a notorious actress, who endorsed on Instagram the chocolate product of a well-known brand. 168 Tunisian Internet users participated to the online survey after visiting the Facebook post of each endorsement. The findings revealed differences in the effect of celebrity’s credibility on consumers’ information adoption and dissemination. In particular, for Hend Sabry’s endorsement, only the celebrity’s expertise dimension of credibility has an effect on the adoption of the information spread about the destination Tunisia by the followers. For Dorra Zarrouk’s endorsement, only the celebrity’s reliability dimension of credibility plays an important role in the consumers’ adoption and dissemination of online information. The results show also that the perceived congruence between the celebrity and the product positively influences the information adoption and its dissemination by consumers.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    For example, in 2016, Facebook increased its penetration to 89% of US internet users, whilst Facebook-owned Instagram came 2nd with 32% penetration, according to Global social media research summary 2017 (http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/).

  2. 2.

    http://www.nicekicks.com/nike-spent-almost-10-billion-endorsements-2016/.

  3. 3.

    https://www.forbes.com/sites/pauljankowski/2015/03/02/9-steps-to-creating-successful-brandcelebrity-partnerships/#6d82f6c21ed6.

  4. 4.

    Someone with 3 m-7 m followers can charge, on average, $187,500 for a post on YouTube, $93,750 for a post on Facebook and $75,000 for a post on Instagram or Snapchat, (http://www.economist.com/blogs/graphicdetail/2016/10/daily-chart-9).

  5. 5.

    http://spss.espaceweb.usherbrooke.ca/pages/stat-descriptives/procedure-explorer.php.

References

  1. McCracken, G.: Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res. 16, 310–321 (1989)

    Article  Google Scholar 

  2. Atkin, C., Block, M.: Effectiveness of celebrity endorsers. J. Advertising Res. 23(1), 57–61 (1983)

    Google Scholar 

  3. Goldsmith, R.E., Lafferty, B.A., Newell, S.J.: The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. J. Advertising 29(3), 43–54 (2000)

    Article  Google Scholar 

  4. Choi, S.M., Rifon, N.J.: Antecedents and consequences of web advertising credibility: a study of consumer response to banner ads. J. Interact. Advertising 3(1), 12–24 (2002)

    Article  Google Scholar 

  5. Mittelstaedt, J.D., Riesz, P.C., Burns, W.J.: Why are endorsements effective? Sorting among theories of product and endorser effects. J. Curr. Issues Res. Advertisement 22(1), 55–65 (2000)

    Article  Google Scholar 

  6. Ahmed, R.R., Seedani, S.K., Ahuja, M.K., Paryani, S.K.: Impact of celebrity endorsement on consumer buying behavior. J. Mark. Consum. Res. 16, 12–20 (2015)

    Google Scholar 

  7. Wood, N.T., Burkhalter, J.N.: Tweet this, not that: a comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. J. Mark. Commun. 20(1–2), 129–146 (2014)

    Article  Google Scholar 

  8. Erdogan, B.Z.: Celebrity endorsement: a literature review. J. Mark. Manage. 15(4), 291–314 (1999)

    Article  Google Scholar 

  9. Fleck, N., Korchia, M., Le Roy, I.: Celebrities in advertising: looking for congruence or likability? Psychol. Mark. 29(9), 651–662 (2012)

    Article  Google Scholar 

  10. Cheung, C.M., Lee, M.K., Rabjohn, N.: The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities. Internet Res. 18(3), 229–247 (2008)

    Article  Google Scholar 

  11. Morris, M., Ogan, C.: The Internet as mass medium. J. Comput.-Mediated Commun. 1(4), 39–50 (1996)

    Google Scholar 

  12. Leong, E.K.F., Huang, X., Stanners, P.-J.: Comparing the effectiveness of the website with traditional media. J. Advertising Res. 38, 44–49 (1998)

    Google Scholar 

  13. Leeflang, P.S., Verhoef, P.C., Dahlström, P., Freundt, T.: Challenges and solutions for marketing in a digital era. Eur. Manag. J. 32, 1–12 (2014)

    Article  Google Scholar 

  14. Metzger, M.J., Flanagin, A.J.: Credibility and trust of information in online environments: the use of cognitive heuristics. J. Pragmat. 59, 210–220 (2013)

    Article  Google Scholar 

  15. Cho, C.H., Cheon, H.-J.: Why do people avoid advertising on the internet? J. Advertising 33(4), 89–97 (2004)

    Article  Google Scholar 

  16. van der Veen, R., Song, H.: Exploratory study of the measurement scales for the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. J. Travel Tourism Mark. 27(5), 460–473 (2010)

    Article  Google Scholar 

  17. Sternthal, B., Phillips, L.W., Dholakia, R.: The persuasive effect of scarce credibility: a situational analysis. Public Opin. Q. 42(3), 285–314 (1978)

    Article  Google Scholar 

  18. Kaikati, J.G.: Celebrity advertising: a review and synthesis. Int. J. Advertising 6(2), 93–105 (1987)

    Article  Google Scholar 

  19. Friedman, H.H., Friedman, L.: Endorser effectiveness by product type. J. Advertising Res. 19, 63–71 (1979)

    Google Scholar 

  20. Petty, R., Cacioppo, J., Schumann, D.: Central and peripheral routes to advertising effectiveness: the moderating role of involvement. J. Consum. Res. 10, 135–146 (1983)

    Article  Google Scholar 

  21. Agrawal, J., Kamakura, W.A.: The economic worth of celebrity endorsers: an event study analysis. J. Mark. 59(3), 56–62 (1995)

    Article  Google Scholar 

  22. Kamins, M.A.: Celebrity and noncelebrity advertising in a two-sided context. J. Advertising Res. 29(3), 34–42 (1989)

    Google Scholar 

  23. Kamins, M.A., Gupta, K.: Congruence between spokesperson and product type: a matchup hypothesis perspective. Psychol. Mark. 11(6), 569–586 (1994)

    Article  Google Scholar 

  24. Stafford, M.R., Stafford, T.F., Day, E.: A contingency approach: the effects of spokesperson type and service type on service advertising perceptions. J. Advertising 31(2), 17–35 (2002)

    Article  Google Scholar 

  25. Ohanian, R.: The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. J. Advertising Res. 31(1), 46–54 (1991)

    Google Scholar 

  26. Bergkvist, L., Hjalmarson, H., Mägi, A.W.: A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. Int. J. Advertising 35(2), 171–184 (2016)

    Article  Google Scholar 

  27. Hovland, C.I., Weiss, W.: The influence of source credibility on communication effectiveness. Public Opin. Q. 15(4), 633–650 (1951)

    Article  Google Scholar 

  28. Hovland, C., Janis, I.L., Kelley, H.H.: Communication and Persuasion. Yale University Press, New Haven (1953)

    Google Scholar 

  29. Kahle, L.R., Homer, P.M.: Physical attractiveness of the celebrity endorser: A social adaptation perspective. J. Consum. Res. 11(4), 954–961 (1985)

    Article  Google Scholar 

  30. Wen, C., Tan, B.C., Chang, K.T.T.: Advertising effectiveness on social network sites: an investigation of tie strength, endorser expertise and product type on consumer purchase intention. In: ICIS 2009 Proceedings, p. 151 (2009)

    Google Scholar 

  31. Keel, A., Nataraajan, R.: Celebrity endorsements and beyond: new avenues for celebrity branding. Psychol. Mark. 29(9), 690–703 (2012)

    Article  Google Scholar 

  32. Hoffman, S.J., Tan, C.: Following celebrities’ medical advice: meta-narrative review. BMJ 347, 1–6 (2013)

    Google Scholar 

  33. Wei, P.S., Lu, H.P.: An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Comput. Hum. Behav. 29(1), 193–201 (2013)

    Article  Google Scholar 

  34. Escalas, J.E., Bettman, J.R.: Connecting with celebrities: how consumers appropriate celebrity meanings for a sense of belonging. J. Advertising 46, 1–12 (2017)

    Google Scholar 

  35. Ohanian, R.: Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthiness, and attractiveness. J. Advertising 19(3), 39–52 (1990)

    Article  MathSciNet  Google Scholar 

  36. O’Keefe, D.J.: How to handle opposing arguments in persuasive messages: a meta-analytic review of the effects of one-sided and two-sided messages. Ann. Int. Commun. Assoc. 22(1), 209–249 (1999)

    Article  Google Scholar 

  37. Knoll, J., Matthes, J.: The effectiveness of celebrity endorsements: a meta-analysis. J. Acad. Mark. Sci. 45(1), 55–75 (2017)

    Article  Google Scholar 

  38. McCormick, K.: Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. J. Retail. Consum. Serv. 32, 39–45 (2016)

    Article  Google Scholar 

  39. Chung, S., Cho, H.: Fostering parasocial relationships with celebrities on social media: implications for celebrity endorsement. Psychol. Mark. 34(4), 481–495 (2017)

    Article  Google Scholar 

  40. Friel, C.: Celebrities finding new, lucrative ways to monetize their social network presence. Fox News, 19 August 2011

    Google Scholar 

  41. Breckler, S.J.: Empirical validation of affect, behavior, and cognition as distinct components of attitude. J. Pers. Soc. Psychol. 47(6), 1191 (1984)

    Article  Google Scholar 

  42. Sundar, S.S.: Exploring receivers’ criteria for perception of print and online news. Journalism Mass Commun. Q. 76(2), 373–386 (1999)

    Article  MathSciNet  Google Scholar 

  43. Chao, P., Wührer, G., Werani, T.: Celebrity and foreign brand name as moderators of country-of-origin effects. Int. J. Advertising 24(2), 173–192 (2005)

    Article  Google Scholar 

  44. Kanungo, R.N., Pang, S.: Effects of human models on perceived product quality. J. Appl. Psychol. 57(2), 172 (1973)

    Article  Google Scholar 

  45. Choi, S.M., Rifon, N.J.: It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychol. Mark. 29(9), 639–650 (2012)

    Article  Google Scholar 

  46. Heckler, S.E., Childers, T.L.: The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency? J. Consum. Res. 18(4), 475–492 (1992)

    Article  Google Scholar 

  47. Kamins, M.A.: An Investigation into the match-up hypothesis in celebrity advertising: when beauty may be only skin deep. J. Advertising 19(1), 4–13 (1990)

    Article  Google Scholar 

  48. Sussman, S.W., Siegal, W.S.: Informational influence in organizations: an integrated approach to knowledge adoption. Inf. Syst. Res. 14(1), 47–65 (2003)

    Article  Google Scholar 

  49. Fleck-Dousteyssier, N., Korchia, M., Louchez, S.: Les célébrités dans la publicité: le rôle de la congruence. Actes du 22 ème Congrès AFM 11, 1–26 (2006)

    Google Scholar 

  50. Wu, C., Shaffer, D.R.: Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object. J. Pers. Soc. Psychol. 52(4), 677 (1987)

    Article  Google Scholar 

  51. Nunnally, Jum C.: Psychomtietric theory, 2nd edn. McGraw-Hill, New York (1978)

    Google Scholar 

  52. Kline, R.B.: Principles and Practice of Structural Equation Modeling. Guildford, New York (1998)

    MATH  Google Scholar 

  53. Burns, A.G., Bush, R.F.: Marketing Research, 3rd edn. Prentice Hall, Upper Saddle River (2000)

    Google Scholar 

  54. Petty, R.E., Cacioppo, J.T.: The elaboration likelihood model of persuasion. Communication and Persuasion, pp. 1–24. Springer, New York (1986)

    Chapter  Google Scholar 

  55. Groizard, J.L., Ismael, M., Santana, M.: The economic consequences of political upheavals: the case of the Arab Spring and international tourism (2016)

    Google Scholar 

  56. Bruhn, M., Schoenmueller, V., Schäfer, D.B.: Are social media replacing traditional media in terms of brand equity creation? Manage. Res. Rev. 35(9), 770–790 (2012)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. IHEC, Carthage, Tunisia

    Nadia Ben Halima

  2. ISCAE, LIGUE, Manouba, Tunisia

    Hamida Skandrani

  3. ISG, Tunis, Tunisia

    Nawel Ayadi

Authors
  1. Nadia Ben Halima
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Hamida Skandrani
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Nawel Ayadi
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Hamida Skandrani .

Editor information

Editors and Affiliations

  1. University of Manouba, Manouba, Tunisia

    Rim Jallouli

  2. University of Alberta, Edmonton, Alberta, Canada

    Osmar R. Zaïane

  3. University of Tunis, Tunis, Tunisia

    Mohamed Anis Bach Tobji

  4. University of Manouba, Manouba, Tunisia

    Rym Srarfi Tabbane

  5. University of Twente, Enschede, The Netherlands

    Anton Nijholt

Rights and permissions

Reprints and permissions

Copyright information

© 2017 Springer International Publishing AG

About this paper

Cite this paper

Halima, N.B., Skandrani, H., Ayadi, N. (2017). Celebrity Endorsement on Social Networks Sites: Impact of His/Her Credibility and Congruence with the Endorsed Product, on the Consumer’s Information Adoption and Dissemination. In: Jallouli, R., Zaïane, O., Bach Tobji, M., Srarfi Tabbane, R., Nijholt, A. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2017. Lecture Notes in Business Information Processing, vol 290. Springer, Cham. https://doi.org/10.1007/978-3-319-62737-3_1

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-62737-3_1

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-62736-6

  • Online ISBN: 978-3-319-62737-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics