Purpose

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.

Design/methodology/approach

Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).

Findings

Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.

Originality/value

This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.

中文翻译：

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社交媒体名人代言对啤酒和葡萄酒购买行为的影响

目的

名人代言是饮料公司用来影响消费者行为的最受欢迎的营销传播工具之一，但人们对这种传播策略的影响力和对啤酒和葡萄酒等酒精饮料的益处程度知之甚少。在此背景下，本研究旨在探讨社交媒体名人代言是否以及如何影响消费者的啤酒和葡萄酒购买行为。此外，本研究还探讨了名人的哪些特征对啤酒和葡萄酒的购买行为产生更大的影响。

设计/方法论/途径

基于来源可信度和来源吸引力理论模型，并基于匹配理论，提出了消费者购买行为模型。网红代言被归类为推广啤酒或葡萄酒，以及啤酒和葡萄酒品牌。然后，通过多组结构方程建模，对西班牙阅读网红推荐的两个消费者样本（啤酒=280；葡萄酒=277）对该模型进行了实证分析。

发现

研究结果表明，名人推荐对消费者购买行为产生不同的影响模式，具体取决于产品类别：一致性是啤酒代言中最相关的变量，而专业知识是葡萄酒名人推荐中最重要的影响因素。因此，啤酒名人代言人应该与产品相符，而葡萄酒代言人应该被视为专家。

原创性/价值

这项研究扩展了名人代言的文献，对影响消费者啤酒和葡萄酒购买行为的社交媒体名人特征进行了实证检验，报告了这两种酒精饮料之间的有趣差异。