How Consumers Respond to Endorser in Fashion Advertising and Types of Instagram Accounts
Article Sidebar
Main Article Content
Abstract
The purposes of this 2 x 2 factorial-designed, experimental research were to examine the effects of endorser types in fashion advertising (i.e., celebrity and non-celebrity) and types of Instagram accounts (i.e., brand account and endorser account) on consumer responses, which consisted of attitude toward the ad, attitude toward the brand, parasocial relationship, and purchase intention. The experiment was conducted with 129 undergraduate students. The finding showed that endorser types in fashion advertising had main effects on consumer’s attitude toward the ad, parasocial relationship and purchase intention. Meanwhile, types of Instagram accounts had no main effect on consumer responses. In addition, these two factors had an interaction effect on consumer’s attitude toward the ad.
Article Details
References
ประกาย. (2563). กระแส Genderless มาแรง! เทรนด์แฟชั่นค้าปลีกในอนาคตกำลังกลายเป็น ‘แฟชั่นไร้เพศ’. Marketing Oops. https://www.marketingoops.com/exclusive/trending-exclusive/genderless-fashion-future-of-industry/
Argyris, Y. A., & Monu, K. (2015). Corporate use of social media: Technology affordance and external stakeholder relation. Journal of Organizational Computing and Electronic Commerce, 25(2), 140–168. https://doi.org/10.1080/10919392.2015.1029950
Assael, H. (2004). Consumer behavior: A strategic approach. Houghton Mifflin.
Belch, G. E., & Belch, M. A. (2024). Advertising and promotion: An integrated marketing communications perspective (13th ed.). McGraw-Hill.
Chapa, S., & Khan, T. (2024). Social influencer or celebrity endorser, to whom do multicultural consumers pay attention in Instagram? Comparing medium-and high-involvement products across ethnic groups. Journal of Marketing Development & Competitiveness, 18(1), 1–13.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Edell, J. A., & Burke, M. C. (1987). The power of feeling in understanding advertising effects. Journal of Consumer Research, 14(3), 421–433. https://doi.org/10.1086/209124
Hakuhodo. (2021). Now you Z me: Debunking myths about ASEAN’s Generation Z. https://hillasean.com/aseangenz_webinar/
Hariningsih, E., Haryanto, B., Wahyudi, L., & Sugiarto, C. (2024). Ten years of evolving traditional versus non-traditional celebrity endorser study: Review and synthesis. Management Review Quarterly, 1–61. https://doi.org/10.1007/s11301-024-00431-z
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Jin, S. V., Ryu, E., & Muqaddam, A. (2021). I trust what she's #endorsing on Instagram: Moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management, 25(4), 665–681. https://doi.org/10.1108/JFMM-07-2020-0133
Johnson, B. K., Potocki, B., & Veldhuis, J. (2019). Is that my friend or an advert? The effectiveness of Instagram native advertisements posing as social posts. Journal of Computer-Mediated Communication, 24(3), 108–125. https://doi.org/10.1093/jcmc/zmz008
Jones, A. R., & Lee, S. E. (2022). Factors influencing engagement in fashion brands’ Instagram posts. Fashion Practice, 14(1), 99–123. https://doi.org/10.1080/17569370.2021.1938820
Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: Social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279–294. https://doi.org/10.1080/21639159.2015.1043690
Kok Wei, K., & Li, W. Y. (2013). Measuring the impact of celebrity endorsement on consumer behavioural intentions: A study of Malaysian consumers. International Journal of Sports Marketing and Sponsorship, 14(3), 2–22. https://doi.org/10.1108/IJSMS-14-03-2013-B002
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.10.004
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassarjian & T. S. Robertson (Eds.), Perspective in consumer behavior (4th ed., pp. 317–339). Prentice Hall.
Martin, B. A., Lee, C. K., & Yang, F. (2004). The influence of ad model ethnicity and self-referencing on attitudes. Journal of Advertising, 33(4), 27–37. https://doi.org/10.1080/00913367.2004.10639174
Mothersbaugh, D. L., Kleiser, S. B., & Hawkins, D. I. (2024). Consumer behavior: Building marketing strategy (15th ed.). McGraw-Hill.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59–77. https://doi.org/10.1177/009365089016001003
Preedanorawut, S., Tang, X. H., & Nguyen, P. N. (2011). Effectiveness of consumer endorser in social media advertisement: Impact on consumers' attitudes and behaviors [Student paper, Lund University]. LUP Student Papers. https://lup.lub.lu.se/student-papers/search/publication/1982660
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.
Schroath, K. (2016). Parasocial interaction: Celebrity endorsements [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442
Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: Buying, having, and being (14th ed.). Pearson.
Stachowiak-Krzyżan, M. (2021). Involvement of generation Z in the communication activities of clothing brands in social media—The case of Poland. Marketing of Scientific and Research Organizations, 41(3), 115–136. https://doi.org/10.2478/minib-2021-0017
Tellis, G. J. (1998). Advertising and sales promotion strategy. Addison-Wesley.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Zhu, H., Kim, M., & Choi, Y. K. (2021). Social media advertising endorsement: The role of endorser type, message appeal and brand familiarity. International Journal of Advertising, 41(5), 948–969. https://doi.org/10.1080/02650487.2021.1966963
