Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigat...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Pengfei Shi, Xiaojing Lu, Yi Zhou, Chaojing Sun, Liying Wang, Biao Geng
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	celebrity endorsement online star endorsement self-concept purchase intention advertising appeal Psychology BF1-990
Acceso en línea:	https://doaj.org/article/403159e16958445fbfeec0a1f95dc4ed
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:403159e16958445fbfeec0a1f95dc4ed
record_format	dspace
spelling	oai:doaj.org-article:403159e16958445fbfeec0a1f95dc4ed2021-11-30T14:29:06ZOnline Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention1664-107810.3389/fpsyg.2021.736883https://doaj.org/article/403159e16958445fbfeec0a1f95dc4ed2021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.736883/fullhttps://doaj.org/toc/1664-1078Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.Pengfei ShiXiaojing LuYi ZhouYi ZhouChaojing SunLiying WangBiao GengFrontiers Media S.A.articlecelebrity endorsementonline star endorsementself-conceptpurchase intentionadvertising appealPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	celebrity endorsement online star endorsement self-concept purchase intention advertising appeal Psychology BF1-990
spellingShingle	celebrity endorsement online star endorsement self-concept purchase intention advertising appeal Psychology BF1-990 Pengfei Shi Xiaojing Lu Yi Zhou Yi Zhou Chaojing Sun Liying Wang Biao Geng Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
description	Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.
format	article
author	Pengfei Shi Xiaojing Lu Yi Zhou Yi Zhou Chaojing Sun Liying Wang Biao Geng
author_facet	Pengfei Shi Xiaojing Lu Yi Zhou Yi Zhou Chaojing Sun Liying Wang Biao Geng
author_sort	Pengfei Shi
title	Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
title_short	Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
title_full	Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
title_fullStr	Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
title_full_unstemmed	Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention
title_sort	online star vs. celebrity endorsements: the role of self-concept and advertising appeal in influencing purchase intention
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/403159e16958445fbfeec0a1f95dc4ed
work_keys_str_mv	AT pengfeishi onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT xiaojinglu onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT yizhou onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT yizhou onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT chaojingsun onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT liyingwang onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention AT biaogeng onlinestarvscelebrityendorsementstheroleofselfconceptandadvertisingappealininfluencingpurchaseintention
_version_	1718406499385999360

Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

Ejemplares similares