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The impact of celebrity endorsers and influencer marketers on consumer behaviour
Journal of Cultural Marketing Strategy,
8
(1),
32-49
(2023)
Abstract
This study investigates the differential impact of influencer marketers and celebrity endorsers on consumer purchase intention. It examines whether the effect of endorsers endorsing products with varying price points exhibits variability or consistency. The study also explores whether the impact of celebrity endorsers and influencer marketers differs depending on endorsement campaign duration and proposes an optimal campaign duration. Employing a mixed-methods approach including a randomised controlled trial, a longitudinal study, and multi-level modelling with regression analysis, the study finds that celebrity endorsements have a stronger impact and that the same endorser can yield varying impacts across products. Further, campaign duration significantly influences effectiveness, with implications for cost-effectiveness. These findings offer practical insights for marketers making decisions on endorsement strategies and campaign duration.
Keywords: influencer marketing; celebrity endorsements; consumer psychology; longitudinal study; randomised control trial
The full article is available to subscribers to the journal.
Author's Biography
Pranjal Jain is an avid researcher and a scholar in the field of marketing and management. Known for his sharp acumen and intellect, he holds a BCom (Hons) degree and MBA. He is also a Chartered Accountant through the Institute of Chartered Accountants of India and a Company Secretary through the Institute of Company Secretaries of India. He previously studied organisational analysis at the Stanford Graduate School of Education.
Anju Jain has been working at the University of Delhi for more than 35 years. Her expertise revolves around the disciplines of marketing, management and commerce. In addition to her PhD, she also holds LLM, LLB, MCom and BCom (Hons) degrees. Her research has been published in various academic books and journals. She has been a guest editor and editor-in-chief for a number of international journals.
