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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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