Details
| Original language | English |
|---|---|
| Pages (from-to) | 364-386 |
| Number of pages | 23 |
| Journal | Atlantic Journal of Communication |
| Volume | 32 |
| Issue number | 3 |
| Early online date | 27 Oct 2022 |
| Publication status | Published - 26 May 2024 |
Abstract
This work identifies the differences in the relevance of online endorsers’ physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers have focused on attractiveness-related products, but online endorsers are also employed for attractiveness-unrelated products. Practitioners therefore need to know which requirements are relevant to attractiveness-unrelated products. However, no existing study has compared online endorsers of attractiveness-related or attractiveness-unrelated products. Our investigation is based on an empirical experiment including 576 participants, analyzed with structural equation modeling. The subsamples are compared by multigroup analysis, resulting in counterintuitive results. Both online endorsers and practitioners can greatly benefit from our findings. Our findings indicate that attractiveness is a relevant requirement for both types of products, although attractiveness has a stronger impact on brand-related variables of attractiveness-related products. Male attractiveness is also more relevant than female attractiveness regarding attractiveness-related products. Concerning expertise, we find no differences between the two types of products.
ASJC Scopus subject areas
- Social Sciences(all)
- Communication
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In: Atlantic Journal of Communication, Vol. 32, No. 3, 26.05.2024, p. 364-386.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Aristotle meets online endorsers
T2 - implications of ancient philosophy for modern marketing communications
AU - von Mettenheim, Walter
AU - Wiedmann, Klaus-Peter
PY - 2024/5/26
Y1 - 2024/5/26
N2 - This work identifies the differences in the relevance of online endorsers’ physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers have focused on attractiveness-related products, but online endorsers are also employed for attractiveness-unrelated products. Practitioners therefore need to know which requirements are relevant to attractiveness-unrelated products. However, no existing study has compared online endorsers of attractiveness-related or attractiveness-unrelated products. Our investigation is based on an empirical experiment including 576 participants, analyzed with structural equation modeling. The subsamples are compared by multigroup analysis, resulting in counterintuitive results. Both online endorsers and practitioners can greatly benefit from our findings. Our findings indicate that attractiveness is a relevant requirement for both types of products, although attractiveness has a stronger impact on brand-related variables of attractiveness-related products. Male attractiveness is also more relevant than female attractiveness regarding attractiveness-related products. Concerning expertise, we find no differences between the two types of products.
AB - This work identifies the differences in the relevance of online endorsers’ physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers have focused on attractiveness-related products, but online endorsers are also employed for attractiveness-unrelated products. Practitioners therefore need to know which requirements are relevant to attractiveness-unrelated products. However, no existing study has compared online endorsers of attractiveness-related or attractiveness-unrelated products. Our investigation is based on an empirical experiment including 576 participants, analyzed with structural equation modeling. The subsamples are compared by multigroup analysis, resulting in counterintuitive results. Both online endorsers and practitioners can greatly benefit from our findings. Our findings indicate that attractiveness is a relevant requirement for both types of products, although attractiveness has a stronger impact on brand-related variables of attractiveness-related products. Male attractiveness is also more relevant than female attractiveness regarding attractiveness-related products. Concerning expertise, we find no differences between the two types of products.
UR - http://www.scopus.com/inward/record.url?scp=85141017041&partnerID=8YFLogxK
U2 - 10.1080/15456870.2022.2138389
DO - 10.1080/15456870.2022.2138389
M3 - Article
AN - SCOPUS:85141017041
VL - 32
SP - 364
EP - 386
JO - Atlantic Journal of Communication
JF - Atlantic Journal of Communication
SN - 1545-6870
IS - 3
ER -