Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 29 December 2023
Issue publication date: 23 February 2024
Abstract
Purpose
This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.
Design/methodology/approach
Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses.
Findings
Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes.
Practical implications
E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection.
Originality/value
Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.
Keywords
Acknowledgements
Thanks to the editors and anonymous reviewers for their valuable comments and suggestions that improved the quality of the paper significantly. The authors also thank Dr Ruoxi Yao for her great work on proofreading and polishing.
Citation
Li, B. and Nan, Y. (2024), "Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products", Marketing Intelligence & Planning, Vol. 42 No. 2, pp. 304-328. https://doi.org/10.1108/MIP-06-2023-0288
Publisher
:Emerald Publishing Limited
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