Research Article
An Empirical Study on the Different Influences of Two Types of Endorsement-Based on Endorsement Model
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322874, author={Yang Chen}, title={An Empirical Study on the Different Influences of Two Types of Endorsement-Based on Endorsement Model}, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={consumer behavior online influencers celebrity endorsement marketing strategy}, doi={10.4108/eai.17-6-2022.2322874} }- Yang Chen
Year: 2022
An Empirical Study on the Different Influences of Two Types of Endorsement-Based on Endorsement Model
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322874
Abstract
With the rapid growth of social media, people, especially young people, are influenced a lot by the ideas of online influencers. Even though the traditional celebrity endorsement still plays a vital role in promotion, it is thoughtful for any organization to consider a more innovative way to increase their sales. Therefore, based on the traditional celebrity endorsement theory and online influencer theory, the author developed three objectives to study how those two types of endorsement affect consumers' shopping behavior (frequency and attraction factors) differently. The author did a questionnaire to survey college students’ attitudes toward traditional celebrity endorsement and the online influencers, and then used the Mann-Whitney-Wilcoxon test, Dunn's test, and chi-square test to determine which endorsement is more popular among college students, which factors could influence the consumer behaviors, and how endorsement perceptions affect the purchasing choices. By examining the different impacts of two endorsements, the author found no significant difference between the two types of endorsement in influencing consumers' shopping choices, but the perception of online influencers influences the celebrity endorsement. Comparing and analyzing the two types of endorsement, the author wants to provide new marketing ideas and directions for the potential marketing promotion planning.