Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/19585
DC FieldValueLanguage
dc.contributor.advisorDas, Gopal
dc.contributor.authorSonkusare, Prajakta Ashok
dc.contributor.authorGutti, Meghana Priya
dc.date.accessioned2021-06-11T14:44:57Z-
dc.date.available2021-06-11T14:44:57Z-
dc.date.issued2020
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/19585-
dc.description.abstractIn recent years, advertisers have increasingly been using social media influencers in their promotional communications. However, little is known about how consumers might react to the endorsement by an influencer for beauty products. In this report, we examine the effect of using influencer celebrity in advertisements on consumers' purchase intentions. We examined using an online study the moderating influence of product type (utilitarian vs. hedonic) on the celebrity type -> purchase intentions link, finding that both type of celebrities are equally effective in promoting utilitarian beauty products. In such a scenario, to have same impact of marketing and incur lower cost, companies may choose to select influencer celebrity for marketing of utilitarian products. Next, we found that traditional celebrities are more effective in promoting hedonic beauty products. The findings of our work offer theoretical and managerial implications with respect to why and when influencer celebrities are likely to make advertisements more effective. We also performed empirical investigation to understand if the presence of influencer celebrity leads consumers to experience higher credibility, which in turn, leads to higher purchase intentions. We have found that credibility does not play a mediating role in this link between the celebrity type and purchase intention.
dc.publisherIndian Institute of Management Bangalore
dc.relation.ispartofseriesPGP_CCS_P20_145
dc.subjectInfluencer marketing
dc.subjectMicro influencers
dc.subjectSocial influencer marketing
dc.subjectSocial media influencers
dc.subjectCelebrity endorsement
dc.subjectPurchase intention
dc.titleStudy influencer marketing Vs. celebrity endorsement
dc.typeCCS Project Report-PGP
dc.pages28p.
Appears in Collections:2020
Files in This Item:
File SizeFormat 
PGP_CCS_P20_145.pdf791.17 kBAdobe PDFView/Open    Request a copy
Show simple item record

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.