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"Digital celebrities"
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Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce
PurposeGrowing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not reveal the influence of emerging digital celebrities and their communities on impulse buying, although users may encounter them synchronously. Hence, this study explores the impact of parasocial relationships and social climate on impulse buying following the stimulus–organism–response framework with the incorporation of the urge to buy. Besides, this research investigates the role of hedonic and utility gratification-seeking behavior in parasocial relationships following uses and gratifications theory (UGT).Design/methodology/approachAn empirical research study was conducted on Facebook, and data were collected from Pakistani users who followed digital celebrities. Partial least squares structural equation modeling (PLS-SEM) approach was employed to analyze the valid data of 231 respondents.FindingsThe results indicate that integrated constructs significantly influence impulse buying with complementary partial mediation of urge to buy. Besides, social climate significantly interacts the relationship of parasocial relationships and impulse buying. Further, passing time, enjoyment and information seeking has a significant impact on parasocial relationships, except for self-presentation.Originality/valueThis research provides key knowledge to comprehend the overall phenomenon of emerging digital celebrities through the integration of their parasocial relationships and the social climate of their communities, with potential intervening and interaction effects. This study also unveils the role of gratifications in building digital celebrities' parasocial relationships.
Journal Article
The role of perception of digital celebrities on live stream shopping intention through social interaction in Indonesia
Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions. Therefore, this study aims to investigate the antecedents of live-streaming shopping intentions by integrating the Perception of Digital Celebrities with the Uses and Gratifications theory. To achieve this objective, a quantitative approach was employed, and primary data were collected from 504 Indonesian consumers through the distribution of questionnaires. The collected data were analyzed using Structural Equation Modeling based on Partial Least Squares with the aid of SmartPLS 3. The findings of this study suggest that the Perception of Digital Celebrities has a significant effect on consumers’ live-streaming shopping intentions. Additionally, Social Interaction was found to have a significant effect on live-stream shopping intention, and Social Interaction was found to mediate the relationship between the Perception of Digital Celebrities and Live-Stream Shopping Intentions.
Journal Article
Just Like Us
In Just Like Us: Digital Debates on Feminism and Fame, Caitlin E. Lawson examines the rise of celebrity feminism, its intersections with digital culture, and its complicated relationships with race, sexuality, capitalism, and misogyny. Through in-depth analyses of debates across social media and news platforms, Lawson maps the processes by which celebrity culture, digital platforms, and feminism transform one another. As she analyzes celebrity-centered stories ranging from \"The Fappening\" and the digital attack on actress Leslie Jones to stars' activism in response to #MeToo, Lawson demonstrates how celebrity culture functions as a hypervisible space in which networked publics confront white feminism, assert the value of productive anger in feminist politics, and seek remedies for women's vulnerabilities in digital spaces and beyond. Just Like Us asserts that, together, celebrity culture and digital platforms form a crucial discursive arena where postfeminist logics are unsettled, opening up more public, collective modes of holding individuals and groups accountable for their actions.
eBook
Content marketing in e-commerce platforms in the internet celebrity economy
Purpose
With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context.
Design/methodology/approach
This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias.
Findings
The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance.
Originality/value
This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.
Journal Article
Instafamous and social media influencer marketing
Purpose
The purpose of this paper is to test the effects of two types of celebrities (Instagram celebrity vs traditional celebrity) on source trustworthiness, brand attitude, envy and social presence. The proposed theoretical model consists of the celebrity type as the independent variable, social presence as the mediator and self-discrepancy as the moderator.
Design/methodology/approach
A randomized two-group comparison (Instagram celebrity vs traditional celebrity) between-subjects experiment (n=104) was conducted.
Findings
The results indicate that consumers exposed to Instagram celebrity’s brand posts perceive the source to be more trustworthy, show more positive attitude toward the endorsed brand, feel stronger social presence and feel more envious of the source than those consumers exposed to traditional celebrity’s brand posts. Structural equation modeling (Mplus 8.0) and bootstrap confidence intervals indicate that social presence mediates the causal effects of celebrity type on trustworthiness, brand attitude and envy. Multiple regression analyses reveal the moderating effects of appearance-related actual–ideal self-discrepancy.
Practical implications
Ultimately, managerial implications for social media marketing and Instagram influencer-based branding are provided. From the perspective of marketing planning, the findings speak to the power of influencer marketing as an effective branding strategy.
Originality/value
The paper discusses theoretical implications for the marketing literature on celebrity endorsements.
Journal Article
From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness
We propose that attributions about an endorser truly liking, using, or desiring a promoted product mediate the relationship between source and message factors and persuasion via endorsement. In this paper, we integrate the persuasion literature into a framework for examining endorser effectiveness via focus factors (e.g., involvement, cognitive load) that determine whether a consumer thinks carefully or superficially about a message, and lead consumers to rely on different source and message elements (e.g., source attractiveness, argument strength). These elements then influence attributional processing. Correspondent inferences about an endorser can lead to enhanced advertisement and brand attitudes, and spur either fleeting identification with the endorsement or more enduring internalization (Kelman, The Public Opinion Quarterly 25:57–78, 1961) of the endorser's message as a consumer's own. Implications of our framework and research directions are discussed.
Journal Article
Learning JPEG Compression Artifacts for Image Manipulation Detection and Localization
Detecting and localizing image manipulation are necessary to counter malicious use of image editing techniques. Accordingly, it is essential to distinguish between authentic and tampered regions by analyzing intrinsic statistics in an image. We focus on JPEG compression artifacts left during image acquisition and editing. We propose a convolutional neural network that uses discrete cosine transform (DCT) coefficients, where compression artifacts remain, to localize image manipulation. Standard CNNs cannot learn the distribution of DCT coefficients because the convolution throws away the spatial coordinates, which are essential for DCT coefficients. We illustrate how to design and train a neural network that can learn the distribution of DCT coefficients. Furthermore, we introduce Compression Artifact Tracing Network that jointly uses image acquisition artifacts and compression artifacts. It significantly outperforms traditional and deep neural network-based methods in detecting and localizing tampered regions.
Journal Article
What makes followers loyal? The role of influencer interactivity in building influencer brand equity
Purpose
This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment, and thus brand loyalty.
Design/methodology/approach
A cross-sectional survey of 282 social media users was conducted to estimate the conceptual model. Participants were asked to respond to the survey questions based on their perceptions of a specific influencer they follow on social media. The relationships among variables were tested via structural equation modeling.
Findings
The findings show that influencer interactivity is positively related to influencer authenticity and emotional attachment. Influencer authenticity mediates the effect of interactivity on emotional attachment and directly affects brand trust. Furthermore, the results demonstrate that followers’ emotional attachment to influencer brands increases brand loyalty through brand trust.
Originality/value
This study is the first to approach influencers as a brand, rather than a brand endorser. Specifically, this study conceptualizes the influencer brand’s interactivity and finds a link between influencer interactivity and the followers’ perception of influencer authenticity. It discusses why influencer interactivity and authenticity play key roles in shaping influencer brand equity. This study contributes to both the human brands and the influencer marketing literature by proposing a model to understand how the brand equity of the influencer brand is formed.
Journal Article