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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| _version_ | 1832572844085608448 |
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| author | Peter Broeder Daphne Goorden |
| author_facet | Peter Broeder Daphne Goorden |
| author_sort | Peter Broeder |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-e08f1aca07da486bb73756f34718b9bf |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2019-10-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-e08f1aca07da486bb73756f34718b9bf2025-02-02T07:41:02ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662019-10-01154273410.18089/tms.2019.150403Cross-cultural impact of (in)genuine, smiling celebrities in online advertisingPeter Broeder0Daphne Goorden1Tilburg University, Dept. Communication and Cognition, the NetherlandsTilburg University, Dept. Communication and Cognition, the NetherlandsPromoting 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.https://www.tmstudies.net/index.php/ectms/article/view/1154/pdf_139consumer behaviouronline advertisingpersuasion marketingcelebritiescross-culturalinstagram |
| spellingShingle | Peter Broeder Daphne Goorden Cross-cultural impact of (in)genuine, smiling celebrities in online advertising Tourism & Management Studies consumer behaviour online advertising persuasion marketing celebrities cross-cultural |
| title | Cross-cultural impact of (in)genuine, smiling celebrities in online advertising |
| title_full | Cross-cultural impact of (in)genuine, smiling celebrities in online advertising |
| title_fullStr | Cross-cultural impact of (in)genuine, smiling celebrities in online advertising |
| title_full_unstemmed | Cross-cultural impact of (in)genuine, smiling celebrities in online advertising |
| title_short | Cross-cultural impact of (in)genuine, smiling celebrities in online advertising |
| title_sort | cross cultural impact of in genuine smiling celebrities in online advertising |
| topic | consumer behaviour online advertising persuasion marketing celebrities cross-cultural |
| url | https://www.tmstudies.net/index.php/ectms/article/view/1154/pdf_139 |
| work_keys_str_mv | AT peterbroeder crossculturalimpactofingenuinesmilingcelebritiesinonlineadvertising AT daphnegoorden crossculturalimpactofingenuinesmilingcelebritiesinonlineadvertising |