Perceived effectiveness of celebrities and online influencers in advertising endorsement among Malaysian young adults

What is it about?

Highlight of YC manuscript This study examines how Malaysian young adults perceive advertising endorsements of celebrities and online influencers. Altogether we interviewed 42 young consumers aged 18 to 24. We asked them to recall an impressive TV commercial with celebrity endorsement and explain why it was impressive. We then asked them to compare traditional celebrities and online influencers in terms of attractiveness, credibility, and endorsement effects. Advertising execution strategies and emotional attachment to advertising endorsers are the two main reasons for making an advertisement impressive. Interviewees considered online influencers more relatable, authentic, and credible than celebrities. Interviewees perceive that traditional celebrity works better for older consumers and high-involvement products while online influencer works better for younger consumers and low-involvement products. The study provides marketing and theoretical insights in a multicultural context.

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