Celebrity endorsements are considered a form of advertising in which a person with a high level of popularity utilizes it to promote a product they use daily by featuring it in a commercial. Celebrities frequently incentivize businesses, organizations, or political figures (Fan, 2020). Studies have primarily assessed celebrity endorsements according to the food products advertisement functions. The framework of advertising effectiveness proposed by Pirman and Saks is a good fit for explaining the impacts of celebrity endorsements. We argue that all of the effects may be meaningfully affected by celebrity endorsements in light of more recent developments in the conception of advertising effects (Piirman & Saks, 2022).
Effects on behavior include acquiring or using products. The hypothesis of planned behavior theory explains such effects. According to the theory, an individual’s behavioral intentions are influenced by three fundamental factors: mentality, normative beliefs, and perceived control of behavior (Piirman & Saks, 2022). Under the condition that advertisers choose the appropriate celebrity endorser, they improve perceptions and support behavioral aspirations. The hypothesis holds that motives significantly impact one’s behavior toward endorsed food products. Customers’ beliefs, the apparent social norm, and the perception of behavioral control all impact these food products (Hung, 2021). Attitudes substantially predict behavioral intentions as long as consumers may execute the corresponding conduct and so as far as users do not feel pressure from society to shun the behavior’s perceived behavioral control. The optimistic attitudes implied by planned theory should lead to greater performance expectancy and corresponding conduct. Celebrity endorsements elicit better behavioral intentions and conduct when compared to ordinary advertisements or no favors at all.
People are under the impression that a celebrity’s endorsement of a product is more credible if they clearly state their endorsement, as this communicates dedication and dependability. Additionally, if the advertisement is too mild, customers might not even be aware that a product has promotions (Matwick, 2019). In addition to celebrity endorsements, the product itself may influence how powerful an endorsement is. Researchers predict higher effects as consumers become less familiar with a product endorsed. The frequency of consumer encounters with a product can have interpretations as object awareness. These opportunities are accessible intrinsically and extrinsically, for example, by celebrity endorsements. A person’s knowledge structures might grow more extensive the more familiar they are with a product.
In contrast to famous products, the effects of celebrity endorsement are more substantial with unfamiliar ones. Celebrity endorsements seem to work better for unexpected consequences than familiar ones regarding predictability (Qureshi & Malik, 2017). Customers already have a wide range of associations they can use to describe a product, making it more challenging to alter behavior and attitudes. The familiarity does not suggest that results involving well-known objects cannot have effects.
Generally, celebrity advertisements and endorsements are a successful food product marketing approach. Advertisers must consider their options considering celebrity endorsements may also have solid adverse effects. When endorsing a product openly, incompatible celebrities may likely have negative impacts (Zhu et al., 2022). Consumers already have a wide range of connections they can use to describe a product, making it harder to change attitudes and behavior and concluding that the influence is less powerful or more challenging to achieve.
References
Fan, F. (2020). A relational approach is a consumer’s perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers.
Hung, K. (2021). Celebrity, influencer, and brand endorsement: Processes and effects. Oxford Research Encyclopedia of Communication. https://doi.org/10.1093/acrefore/9780190228613.013.1106
Matwick, K., & Matwick, K. (2019). Food discourse of celebrity chefs of the food network. Springer Nature.
Piirman, M., & Saks, K. (2022). Celebrity endorsement. Encyclopedia of Tourism Management and Marketing. https://doi.org/10.4337/9781800377486.celebrity.endorsement
QURESHI, M. M., & MALIK, H. (2017). The impact of celebrity endorsement on consumer buying behavior. Advances in Social Sciences Research Journal, 4(3). https://doi.org/10.14738/assrj.43.2605
Zhu, Y., Amelina, D., & Yen, D. C. (2022). Celebrity endorsement and impulsive buying intentions in social commerce – The case of Instagram in Indonesia. Research Anthology on Social Media Advertising and Building Consumer Relationships, 1401–1419. https://doi.org/10.4018/978-1-6684-6287-4.ch075
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