The impact of celebrity endorsers and influencer marketers on consumer behaviour

Pranjal Jain and Anju Jain
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Pranjal Jain: Mittal School of Business, India
Anju Jain: Shyama Prasad Mukherji College, India

Journal of Cultural Marketing Strategy, 2023, vol. 8, issue 1, 32-49

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 (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2023:v:8:i:1:p:32-49

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