Effect of celebrity endorsement in marketing of musicals: Poster versus social networking site

Hyeon-Cheol Kim1, Jae-Yeob Jeong2
1School of Business Administration, College of Business and Economics, Chung-Ang University, Republic of Korea
2Department of Media Arts, Yewon Arts University, Republic of Korea
Cite this article:  Kim, H.-C., & Jeong, J.-Y. (2016). Effect of celebrity endorsement in marketing of musicals: Poster versus social networking site. Social Behavior and Personality: An international journal, 44(8), 1243-1254.

Volume 44 Issue 8 | e5837 | Published: September 2016 | DOI: https://doi.org/10.2224/sbp.2016.44.8.1243

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

We investigated the effect of the message sender, communication type, and recipient’s involvement in the marketing of a musical show. This study had a 2 (sender: celebrity vs. noncelebrity) × 2 (communication type: poster advertisement vs. Twitter word-of-mouth [WOM]) × 2 (recipient involvement: high vs. low) design. Data were collected from 259 Korean university students. Results showed that a celebrity poster advertisement had a more positive effect on consumer attitude than did a noncelebrity poster advertisement. In contrast, with Twitter WOM, the noncelebrity message sender was more effective in eliciting a positive response from consumers. The interaction of sender, communication type, and recipient involvement for musical ticket purchase intention was significant. Our findings will help marketers strategically allocate resources, as the effect of celebrity endorsement differed according to communication type and recipient characteristics. Specifically, in the social networking site promotion condition, the similarity or social connection between the message sender and recipient was more influential than was the power of a celebrity to attract consumers.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.