University of Illinois Urbana-Champaign

When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory

Lee, Yujin

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https://hdl.handle.net/2142/127204

Description

Title
When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory
Author(s)
Lee, Yujin
Issue Date
2024-12-09
Director of Research (if dissertation) or Advisor (if thesis)
Ham, Chang-Dae
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
virtual celebrity, brand endorsement, construal level theory, source credibility, trustworthiness, expertise, attractiveness
Abstract
With the advancement of technology, virtual celebrities, such as virtually created idol singers, have emerged as prominent figures in brand endorsements. Despite their growing popularity, limited research has explored their effectiveness as brand endorsers. Drawing on Construal Level Theory, this study investigates the conditions under which virtual (vs. human) celebrity endorsements are most effective. Employing a 2 (celebrity type: virtual vs. human) x 2 (message type: high- vs. low-construal) between-subjects experimental design, this study identifies a matching effect between celebrity type and message construal. Specifically, consumers exhibited more favorable attitudinal and behavioral responses when virtual celebrities delivered low-construal messages whereas when human celebrities delivered high-construal messages. Interestingly, this moderation effect was mediated by two dimensions of credibility—expertise and attractiveness—while the third dimension, trustworthiness, did not play a significant mediating role. The theoretical and practical implications are discussed.
Graduation Semester
2024-12
Type of Resource
Thesis
Handle URL
https://hdl.handle.net/2142/127204
Copyright and License Information
Copyright 2024 Yujin Lee

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