Effectiveness of celebrity endorsement and social media influencer marketing: A field study

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Lecturer of Mass Communication, women’s College, Ain shams University

Abstract

    This study aims at evaluating the effectiveness of traditional celebrity endorsement and social media influencer marketing, from consumers’ point of view, in terms of attractiveness, trustworthiness, experience, celebrity /social media influencer closeness to consumer, and resulting purchase intention. Using the survey approach, we presented a questionnaire to a purposive sample of (400) subjects of traditional celebrities and social media influencers' followers in addition to two discussion groups of (21) subjects.
     The study results showed heightened exposure of respondents to celebrities and social media influencers’ advertisements. Moreover, the findings suggested no significant differences between respondents in their evaluation of credibility dimensions of celebrities and social media influencers in terms of attractiveness, experience, and closeness to consumers. However, on the other hand, differences were found regarding the respondents’ evaluation of the trustworthiness dimension, as the sample elements tend to trust celebrities more than social media influencers.
     Furthermore, views diverged in discussion groups concerning the effectiveness of celebrities and social media influencers. In terms of the attractiveness dimension, most of the sample elements thought that celebrities are more attractive than social media influencers are, while, the majority of the discussion group elements, mainly females, believed that influencers are more trustworthy than celebrities are. On the other hand, all elements agreed that social media influencers have more experience in dealing with the products and are closer to consumers than celebrities.

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