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The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing

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  • Ke Zhang

    (School of Communication, Soochow University, Suzhou 215000, China)

  • Kineta Hung

    (School of Communication, Soochow University, Suzhou 215000, China
    School of Communication, Hong Kong Baptist University, Hong Kong, China)

Abstract

Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of the brand. This has given rise to “natural celebrity-brand association” that features celebrities using the brand in real-life settings, which is usually presented on social media rather than mass media. Using a boot-strapping approach, the study contrasts the effects of natural and commercial endorsements (i.e., natural vs. advertising, natural vs. product placement) on consumer brand responses. Results showed that natural celebrity–brand association exerts superior effects. Further, the mediating variables, para-social interaction (PSI) and its drivers (celebrity attractiveness, consumers’ perceived homophily with the celebrity), which reflect consumer’s emotional connection with a celebrity, also exert significantly stronger effects in the natural (vs. commercial) endorsement context. This research provides insights for advertisers and marketers in exploring new patterns of brand presentation forms in advertisements and gaining competitive advantage in sustainable marketing.

Suggested Citation

  • Ke Zhang & Kineta Hung, 2020. "The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing," Sustainability, MDPI, vol. 12(15), pages 1-20, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:15:p:6215-:d:393529
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    References listed on IDEAS

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    Cited by:

    1. Chih-Chien Wang & Shu-Chen Chang & Pei-Ying Chen, 2021. "The Brand Sustainability Obstacle: Viewpoint Incompatibility and Consumer Boycott," Sustainability, MDPI, vol. 13(9), pages 1-23, May.
    2. Constantinos Nicolaou, 2022. "Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate," Sustainability, MDPI, vol. 15(1), pages 1-28, December.

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