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Lookup NU author(s): Dr Saurabh BhattacharyaORCiD
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This study explores the scantly researched phenomenon of the impact of celebrityendorsement on social media on consumers’ online reviews of brands. Employing parasocialrelationships theory, the present study finds that in India, positive ratings in online reviews ishigher for brands endorsed by celebrities on social media than for non-endorsed brands.Further, the popularity of celebrities and multiple brand endorsements positively andnegatively moderate this relationship. Overall, brands endorsed by celebrities receive morepositive ratings than competing brands not endorsed by celebrities. Based on a sample of 877 Indian consumers and subjecting the data to hierarchical regression analysis, we findevidence in support of our proposed hypotheses.
Author(s): Agnihotri A, Bhattacharya S
Editor(s): Malter, A; Baker, SM; Im, S
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: 2021 AMA Winter Academic Conference: The Human Side of Marketing in an Age of Digital Transformation
Year of Conference: 2021
Pages: 760-777
Online publication date: 11/02/2021
Acceptance date: 02/11/2020
Publisher: American Marketing Association
URL: https://www.ama.org/wp-content/uploads/2021/03/2099_ExOrdo-amawinter2021-Version-3.pdf
Library holdings: Search Newcastle University Library for this item
ISBN: 9780877570097
