Attitude Towards Online Product Endorsement Using Digital Celebrities: The Case of Laptops

Raluca CIORNEA, Maria-Luiza Souca, Mihai‐Florin Băcilă, Alexandra‐Maria Drule

doi:10.32038/mbrq.2022.24.01

European KnowledgeDevelopment Institute

Original Research

Attitude Towards Online Product Endorsement Using Digital Celebrities: The Case of Laptops

Raluca CIORNEA

Maria-Luiza Souca

Mihai‐Florin Băcilă

Alexandra‐Maria Drule

European Journal of Studies in Management and Business, Volume 24, Pages 1-20, https://doi.org/10.32038/mbrq.2022.24.01

Abstract
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Although the broad concept of celebrity endorsement is not new, the popularity of its Social Media version skyrocketed over the last several years, being exploited even by notorious and top-tier companies. A substantial body of academic research approached the traditional celebrities’ endorsement, leaving rather unstudied the impact of digital celebrities’ endorsement power. Aiming at reducing the literature gap, the present study investigated the audience’s attitude towards online endorsement that includes famous vloggers (a category of digital celebrities) and its effect on future behaviors. In this sense, a conceptual model was tested using the structural equation modeling technique in the context of a primary research. The results unveiled that the perceived characteristics of the celebrity reflect on the overall attitude towards the vlogger. Despite influencing the attitude towards endorsed products, video content, product recommendation and engagement on source’s Social Media channel, the attitude towards the celebrity didn’t have a direct effect on purchase intention. The attitude towards the video content affected the attitude towards the product and both were shown to have a positive influence on purchase intention and recommendation. Yet, only the first one reflected on actions concerning celebrity’s online platform.

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Keywords

SmartPLS; Vlogger; Digital Celebrity Endorsement; Attitude Towards Endorsement

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Author(s) Information

Raluca CIORNEA

Is a Lecturer at the Babeș-Bolyai University, Faculty of Economics and Business Administration, Marketing Department (Romania). She received her PhD in Marketing in 2014 from Babes -Bolyai University and teaches courses on Online Marketing, Marketing for Luxury Products and Services, Merchandising, and Marketing Strategies. Her main research interests cover the topics of sustainability in fashion industry, overconsumption and sustainability relationship, marketing of luxury products and services, online marketing. She is the main organizer for the international conference “Marketing from Information to Decision” and former CEO of the MarkUBB Marketing Research Center. Her professional activity includes providing marketing consultancy for startups and business in general.

Maria-Luiza Souca

Is a lecturer at the Babeș-Bolyai University, Faculty of Economics and Business Administration, Marketing Department (Romania). She received her PhD in Marketing in 2012 from Babeș-Bolyai University and has taught courses on Tourism Marketing, The Fundamentals of Services, and Business Negotiations, among many others. Her research interests cover the topics of destination image, customer satisfaction, service digitalization, and social media marketing. She has professional experience in marketing communication.

Mihai‐Florin Băcilă

Is an Associate Professor at the Babeș-Bolyai University, Faculty of Economics and Business Administration, Marketing Department (Romania). He received his PhD in Marketing in 2009 from Bucharest Academy of Economic Studies and teaches courses on Marketing Research, Online Marketing Strategies, Marketing for Nonprofit Organizations and Relationship Marketing. His main research interests include online marketing, sustainable development, nonprofit and educational marketing and relationship marketing. His professional experience includes research in the telecommunications industry and business consultancy.

Alexandra‐Maria Drule

Is an Associate Professor at the Department of Marketing, Faculty of Economics and Business Administration, Babes-Bolyai University of Cluj-Napoca (Romania). She received her PhD degree in Business Administration in 2009 at the Academy of Economic Sciences (Bucharest). She has lectures in Basic Marketing, International Tourism, Marketing Policies, Niche Tourism. Her professional activity also includes trainer activities in educational and tourism fields. Her research interests cover the topics of destination marketing and management, tourist behavior, and special interest tourism. She is also a member of the Interdisciplinary Center for Data Science (Babes-Bolyai University) and business consultant.

How to cite this article:

Ciornea, R., Souca, M. L., & Băcilă, M. F., & Drule, A. M. (2022). Attitude Towards Online Product Endorsement Using Digital Celebrities: The Case of Laptops. European Journal of Studies in Management and Business, 24, 1-20. https://doi.org/10.32038/mbrq.2022.24.01

Acknowledgments

Not applicable.

Funding

Not applicable.

Conflict of Interests

No, there are no conflicting interests.

Open Access

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