“Kathniels on Lazada: The role of fans and its effect to celebrity endorsements"

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Article

Source Title

Journal of Global Business

Volume

10

Issue

2

Publication Date

2021

Abstract

Celebrity endorsement is a known marketing strategy globally. With the rise of celebrities, brands tap them to penetrate the fans. Kathryn Bernardo is one of the most sought-after product endorsers. In 2020, Lazada, a leading e-commerce platform in the Philippines, tapped her to be their prominent celebrity endorser.
Anchoring on Ohanian’s Source Credibility Theory (1990), the study examines if “Kathniels” (Bernardo’s fans) find her trustworthy, attractive, and expert. The study aims to know if fans will positively favor an ad featuring Bernardo. This tests if the celebrity’s credibility leads to a positive attitude towards the ad. This aims to understand if fans’ positive attitude towards the ad will purchase intention. This also examines if fandom will result in purchase intention for products endorsed by Bernardo. Overall, this study aims to understand the role of fans in strengthening the effects of using celebrity endorsement.
Anchoring on Ohanian’s Source Credibility Theory (1990), the study examines if “Kathniels” (Bernardo’s fans) find her trustworthy, attractive, and expert. The study aims to know if fans will positively favor an ad featuring Bernardo. This tests if the celebrity’s credibility leads to a positive attitude towards the ad. This aims to understand if fans’ positive attitude towards the ad will purchase intention. This also examines if fandom will result in purchase intention for products endorsed by Bernardo. Overall, this study aims to understand the role of fans in strengthening the effects of using celebrity endorsement.
The research shows that fandom's positive attitudes toward the ad lead to purchase intention. Fans are willing to change their preference based on the celebrity’s liking, thus, encouraging a positive attitude not just towards the ad. However, the attractiveness of the endorser does not influence the fans’ positive attitude towards the ad.
Despite celebrity endorsement being costly, it is recommended that brands consider utilizing it as part of their strategy but leveraging mainly on the celebrity’s trustworthiness and expertise to create a positive attitude towards the ad and, later, purchase among the fans.

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Disciplines

Advertising and Promotion Management | E-Commerce | Marketing

Keywords

Endorsements in advertising; Celebrities; Fans (Persons)

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