Purpose

The purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.

Design/methodology/approach

The survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.

Findings

The results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.

Research limitations/implications

This study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.

Practical implications

Brand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.

Social implications

The brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.

Originality/value

The study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

中文翻译：

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名人代言人和社交媒体影响者利用消费者倡导和关系意图——多元中介分析

目的

本研究的目的是探讨主流名人和社交媒体影响者对消费者拥护和关系意图的比较影响。该研究还检验了这些关系的直接和连续中介效应。

设计/方法论/途径

该调查问卷采用了便利性和滚雪球抽样技术，从马来西亚各地的 718 名受访者那里收集了数据。通过 AMOS 版本 24 基于结构方程建模 (SEM) 方法对数据进行分析。应用 PROCESS MACRO v-4.20 来评估模型中的中介效应。

发现

结果表明，名人代言人对社交媒体的参与显着影响社交媒体的使用，这也会影响态度，进而影响消费者关系和宣传意图。研究发现，主流名人和社交媒体影响者可以有效地推广品牌，并且发现他们对分析的关系的影响微不足道。

研究局限性/影响

这项研究是针对马来西亚消费者进行的；它可能对其他国家的消费者产生不同的影响。

实际影响

品牌经理和政策制定者可能会受益于遵循该研究的指导方针，以建立消费者关系和名人代言人的宣传意图以及社交媒体的使用。

社会影响

通过分享和管理名人的重要信息以及使用社交媒体，品牌社区可以从收紧社会束缚中受益。

原创性/价值

该研究探讨了主流名人利用社交媒体网络和管理消费者态度对消费者关系和宣传意图的影响。