Cross-cultural impact of (in)genuine, smiling celebrities in online advertising
Promoting products via Instagram is a rapidly growing phenomenon in the world of online advertising. These advertisements’ ability to stand out and obtain desired consumer outcomes has become increasingly challenging due to the enormous amount of advertisements already present on this platform....
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2019-10-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1154/pdf_139 |
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| Summary: | Promoting products via Instagram is a rapidly growing phenomenon in
the world of online advertising. These advertisements’ ability to stand
out and obtain desired consumer outcomes has become increasingly
challenging due to the enormous amount of advertisements already
present on this platform. One strategy that can be useful is celebrity
endorsement, which has – because of celebrities’ credibility and
attractive characteristics – proven to be an effective way to create
favourable attitudes and stronger purchase intentions. The present
study investigated the effects of an Instagram advertisement with an
(in)genuine, smiling celebrity on consumers’ behaviour. More
specifically, this study examined differences between consumers from
two countries: the Netherlands and Spain. An online experiment with
two conditions was conducted (i.e. ingenuine vs genuine, smiling
celebrity). The sample included 174 Dutch and 137 Spanish participants.
The results reveal that the type of smile significantly affects consumers’
purchase intentions. Attitudes towards the celebrity also influence the
effect of the type of smile on purchase intention. National background
was thus found to play a moderating role. |
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| ISSN: | 2182-8466 |