Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
권호 표지
DOI QR코드

DOI QR Code

Is BTS Different? Shared Episodes on SNS as a Good Indicator for Celebrity Endorsed Ad Effects

  • Received : 2020.12.14
  • Accepted : 2021.01.18
  • Published : 2021.01.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on SNS, it is hypothesized that the shared stories would impact viewers' responses that are often expressed in their likes, dislikes, shares and comments on SNS. In this study, the episodic type of advertising is hypothesized to have more favorable and active responses from viewers than the typical celebrity image-focused ads would have. By crawling and analyzing viewers' responses on YouTube toward 12 BTS endorsed ads, the hypotheses are confirmed as higher ratio of likes, lower ratio of dislikes and significantly higher ratio of comments over both total views and total likes were found. For the rationale behind, total 1800 comments were categorized into 4 major content types such as attached, experiential, empathic and self-related ones that are all considered as important factors influencing the strong ad effect. The results showed that the episodic ads have marginally more emotional comments than the celeb image ads. The difference was only found in experiential and empathic responses but not in self-related responses. Contrary to the hypothesis, the comments expressing attachment were found more for the celebrity image-focused ads than the episodic ones. It does not seem to suggest that the celebrity image focused ads are better to capture viewers' attachment towards the celebrity and the ad endorsed, but that the episodic ads draw viewers into relatively deeper level of attachment such as empathy by perceiving the authenticity of the celebrity and the brand. In conclusion, the shared stories on SNS can be a factor in the match-up theory on celebrity endorsed ad effects.

Keywords

References

  1. Bergkvist, Lars (2017), "Celebrity trait transference: when brands pick up endorsers' personality traits," International Journal of Advertising, 36(5), 663-681. https://doi.org/10.1080/02650487.2017.1339658
  2. Biswas, D., A. Biswas, and N. Das (2006), "The effects of celebrity and expert endorsements on consumer risk perceptions: The moderating role of consumer product knowledge," Journal of Advertising, 35(2), 17-31. https://doi.org/10.1080/00913367.2006.10639231
  3. Bu, K. H. (1997), "The Effects of Creatives in Ads Liked by Consumers," Korean Journal of Advertising, 8(1), 129-153.
  4. Campbell and Kirmani (2000), "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27(1), 69-83. https://doi.org/10.1086/314309
  5. Charles, Reccia N., and Nazly K. Nardi (2015), "Brand Endorsement and COO: An Exploration of the Value of Multicultural Celebrity Brand Endorsers," Journal of Business Diversity, 15(2), 102-109.
  6. Choi, S. M., W. N. Lee, and H. J. Kim. (2005), "Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising," Journal of Advertising, 34(2), 85-98. https://doi.org/10.1080/00913367.2005.10639190
  7. Erdogan, Z. B., M. J. Baker, and S. Tagg. (2001), "Selecting celebrity endorsers: The practitioner's perspective," Journal of Advertising Research, 41(3), 39-48. https://doi.org/10.2501/JAR-41-3-39-48
  8. Gupta, Vishwas (2017), "Celebrity Endorsement - An Analysis of Brand Image and Celebrity Image," International Journal of Applied Marketing and Management, 2 (2), 40-46.
  9. Ilicic, Jasmina and Cynthia M. Webster (2014), "Eclipsing: When Celebrities Overshadow the Brand," Psychology & Marketing, 31 (11), 1040-1050. https://doi.org/10.1002/mar.20751
  10. Kamins, M. A., and K. Gupta. (1994), "Congruence between spokesperson and product type: A matchup hypothesis perspective," Psychology & Marketing, 11 (6), 569-586. https://doi.org/10.1002/mar.4220110605
  11. Kantar Millward Brown, China BrandZ and Celebrity Z (2020), "The State of Influencer Marketing 2020: Benchmark Report," https://influencermarketinghub.com/influencer-marketing-benchmark-report-2020/.
  12. Kim, S., K. C. Wang, and T. H. Ahn. (2013), "Which endorser and content are most influential in Korean restaurant promotions?" International Journal of Hospitality Management, 33, 208-218. https://doi.org/10.1016/j.ijhm.2012.08.005
  13. Knoll, Johannes and Jorg Matthes (2017), "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy & Marketing Science, 45, 55-75. https://doi.org/10.1007/s11747-016-0503-8
  14. Lynch, J., and D. Schuler. (1994), "The matchup effect of spokesperson and product congruency: A schema theory interpretation," Psychology & Marketing, 11(5), 417-445. https://doi.org/10.1002/mar.4220110502
  15. Maren Becker, Nico Wiegand, and Werner Reinartz (2019), "Does It Pay to Be Real? Understanding Authenticity in TV Advertising," Journal of Marketing, 83(1), 24-50. https://doi.org/10.1177/0022242918815880
  16. Popescu, Gheorghe H. (2014), "THE Economic Value of Celebrity Endorsement: A Literature Review," Management and Financial Markets, 9(4), 119-124.
  17. Roozen, I., and C. Claeys (2010), "The relative effectiveness of celebrity endorsement for print advertisement," Review of Business and Economics, 55(1), 76-89.
  18. Rossiter, John R., and Ale Smidts (2012), "Print advertising: Celebrity presenters," Journal of Business Research, 65(6), 874-879. https://doi.org/10.1016/j.jbusres.2011.01.010
  19. Schimmelpfennig, Christian (2018), "Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements," Journal of International Consumer Marketing, 30(4), 220-234. https://doi.org/10.1080/08961530.2018.1446679
  20. Stout, P. A. and R. T. Rust (1993). "Emotional Feelings and Evaluative Dimensions of Advertising: Are They Related?" Journal of Advertising, 12(1), 61-71. https://doi.org/10.1080/00913367.1993.10673397
  21. Till, Brian D., and Michael Busler (2000), "The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs," Journal of Advertising, 29 (3), 1-13.
  22. Tripp, C., Jensen, T., & Carlson, L. (1994), "The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions," Journal of Consumer Research, 20(4), 535-547. https://doi.org/10.1086/209368