Sustainability | Free Full-Text | The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing


Celeb endorsement has been considered an efficient technique for enterprises to implement sustainable advertising methods. Nevertheless, frequent use of superstar adverts renders shoppers skeptical of the adverts’ and superstar’s profit-making intent, which can adversely have an effect on the sustainable advertising of the model. This has given rise to “pure celebrity-brand affiliation” that options celebrities utilizing the model in real-life settings, which is often introduced on social media slightly than mass media. Utilizing a boot-strapping method, the research contrasts the consequences of pure and business endorsements (i.e., pure vs. promoting, pure vs. product placement) on shopper model responses. Outcomes confirmed that pure superstar–model affiliation exerts superior results. Additional, the mediating variables, para-social interplay (PSI) and its drivers (superstar attractiveness, shoppers’ perceived homophily with the superstar), which mirror shopper’s emotional reference to a star, additionally exert considerably stronger results within the pure (vs. business) endorsement context. This analysis supplies insights for advertisers and entrepreneurs in exploring new patterns of brand name presentation kinds in ads and gaining aggressive benefit in sustainable advertising.

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