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- The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectivenessPublication . Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Barreiros, PatríciaRegarding the popularity of social media platforms among consu- mers, influencer marketing is increasingly present in brands’ com- munication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emo- tional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower- influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.
- The Effect of Celebrity Endorsement on Brand Equity: A Cross Cultural ComparisonPublication . Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Ferreira, Alcina Gaspar; Popa, VictorCelebrity endorsement has become a popular advertising strategy on a global scale. However, although responses to celebrity endorsement are considered to diverge across cultures, cross-cultural research on celebrity endorsement as an advertising strategy is argued to be scarce. The purpose of this research is to extend the current literature by examining cross-cultural similarities and differences in celebrity endorsement effectiveness. We investigate the impact of celebrity endorsement strategies on brand image and brand identification and how these factors, in turn, influence brand equity, across markets. Data were collected through an online survey addressed to two markets: Portugal, and Moldova. A total of 365 valid answers were obtained, 195 from the Portuguese market, and 170 from the Moldovan market. Partial least squares structural equation modeling was used to test the hypotheses. The results indicate that the attitude toward the celebrity endorser has a significantly positive effect on brand image and a significantly positive effect on brand identification, only in the Moldovan market. In both markets, brand image and brand identification positively influence brand equity.
- Unlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertising Value PerceptionsPublication . Crespo, Cátia Fernandes; Ferreira, Alcina Gaspar; Ribeiro, Fábio Matos; Alshevskaya, TatianaThe field of advertising has attracted significant interest from researchers. However, although previous studies suggest that attitudes and behavioral responses to advertising diverge across cultures, cross-cultural research to assess disparities in consumer behavior as a result of the perceived value of advertising is considered to be scarce. Building on the advertising value model and on the Stimulus-Organism-Response (SOR) framework, this study aims to explore cross-cultural similarities and differences in the consumers’ perceptions of the advertising value. We investigate the impact of informativeness, entertainment, credibility, and favorable predisposition toward advertising on the perceived value of an ad, and how this factor, in turn, influences brand image, word-of-mouth, and purchase intention across markets. Data were collected through an online survey addressed to two markets: Belarus and Portugal. A total of 293 valid answers were obtained, 155 from Belarus and 138 from Portugal. Data were analyzed using partial least squares structural equation modeling. Findings indicate that credibility and favorable predisposition toward advertising leverage the perceived value of an ad in both markets. However, results show that informativeness enhances the perceived value of an ad only in the Belarusian market, while entertainment has a significant positive influence only in the Portuguese market. Across both markets, the perceived value of advertising enhances brand image, which subsequently leverages word-of-mouth and purchase intention.