5. Discussion
5.4. Conclusion
The main goal of the research was to investigate the difference in the effectiveness of single and multiple celebrities in advertising and the millennials’ responses to such advertising. Accordingly, the positive effect of fit between the celebrity and the advertised brand was found
on source credibility and message credibility of the endorser. Moreover, the effect of fit was more important when multiple celebrities were contracted to promote a brand. Also, because the effects of fit on source credibility and message credibility were not equally strong among multiple endorsers of a brand, it was concluded that marketers might strengthen an advertising campaign by offering multiple celebrity endorsers of a brand to the customers.
6.
ACKNOWLEDGEMENT
I would like to sincerely thank my supervisor Dr. Mirjam Galetzka, for her support and wise guidance throughout the whole process of the research and second reader Dr. Iris van Ooijen, for her insightful feedback.
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APPENDIX A
Table 4Tests of between-subjects effects (full version)
Independent variables Dependent variables F Sig. Endorser Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility .025 .066 .011 .890 .046 .005 .000 .874 .897 .916 .346 .830 .946 .994
Social proof Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility .585 1.560 .195 .000 .824 1.017 1.196 .445 .213 .659 .992 .365 .314 .275 Fit Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility .006 2.479 2.215 29.780 9.875 1.017 13.185 .937 .116 .138 .000 .002 .314 .000
Endorser*Social proof Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility 3.091 1.605 .596 .000 1.149 1.654 .032 .080 .206 .441 .991 .285 .199 .858 Endorser*Fit Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility 1.082 2.417 1.483 2.913 1.396 2.863 2.746 .299 .121 .224 .089 .238 .092 .098
Social proof*Fit Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility 1.375 .022 .102 5.261 .593 2.573 .844 .242 .881 .750 .022 .442 .110 .359
Endorser*Social proof*Fit Engagement Brand attitude Purchase intention Expertise Trustworthiness Attractiveness Message credibility .656 .001 .460 .416 .417 .001 .137 .419 .973 .498 .519 .519 . 976 .712
Levene's test of equality of error variances F df1 df2 Sig. Engagement 2.674 7 322 .011 Brand attitude 1.190 7 322 .308 Purchase intention .575 7 322 .776 Expertise 1.790 7 322 .088 Trustworthiness .947 7 322 .470 Attractiveness 1.657 7 322 .119 Message credibility 1.286 7 322 .257
APPENDIX B
Table 7Tests of between-subjects effects (full version)
Independent variables Dependent variables F Sig. Social proof Fit Engagement Brand attitude Purchase intention Expertise
(of Bella Hadid)
Trustworthiness
(of Bella Hadid)
Attractiveness
(of Bella Hadid)
Message credibility
(of Bella Hadid)
Expertise
(of Selena Gomez)
Trustworthiness
(of Selena Gomez)
Attractiveness
(of Selena Gomez)
Message credibility
(of Selena Gomez)
Expertise
(of Ariana Grande)
Trustworthiness
(of Ariana Grande)
Attractiveness
(of Ariana Grande)
Message credibility
(of Ariana Grande)
Engagement Brand attitude Purchase intention Expertise
(of Bella Hadid)
Trustworthiness
(of Bella Hadid)
Attractiveness
(of Bella Hadid)
Message credibility
(of Bella Hadid)
Expertise
(of Selena Gomez)
Trustworthiness
(of Selena Gomez)
Attractiveness
(of Selena Gomez)
Message credibility
(of Selena Gomez)
Expertise
(of Ariana Grande)
Trustworthiness .964 .405 .352 .053 2.652 .007 .720 .940 .359 .001 .084 1.160 1.090 .143 .679 227 .097 .042 20.127 7.215 3.101 13.728 15.926 4.624 .337 11.749 2.136 7.955 .328 .526 .554 .818 .106 .932 .398 .334 .550 .973 .773 .283 .298 .706 .411 634 .756 .838 .000 .008 .080 .000 .000 .033 .562 .001 .146 .005
(of Ariana Grande)
Attractiveness
(of Ariana Grande)
Message credibility
(of Ariana Grande)
1.325 8.147
.252 .005
Social proof*Fit Engagement Brand attitude Purchase intention Expertise
(of Bella Hadid)
Trustworthiness
(of Bella Hadid)
Attractiveness
(of Bella Hadid)
Message credibility
(of Bella Hadid)
Expertise
(of Selena Gomez)
Trustworthiness
(of Selena Gomez)
Attractiveness
(of Selena Gomez)
Message credibility
(of Selena Gomez)
Expertise
(of Ariana Grande)
Trustworthiness
(of Ariana Grande)
Attractiveness
(of Ariana Grande)
Message credibility
(of Ariana Grande)
2.136 .011 .155 3.139 .864 .681 .002 1.222 .033 .000 .397 .055 .022 .005 .079 .146 .916 .695 .079 .354 .441 .969 .271 .856 .984 .530 .815 .883 .942 .779
Levene's test of equality of error variances
F df1 df2 Sig. Engagement 2.886 3 146 .038
Brand attitude .845 3 146 .472
Purchase intention .159 3 146 .924
Expertise (of Bella Hadid) Trustworthiness (of Bella Hadid) Attractiveness (of Bella Hadid) Message credibility (of Bella Hadid)
3.700 1.647 .221 .313 3 3 3 3 146 146 146 146 .013 .181 .881 .816
Expertise
(of Selena Gomez) Trustworthiness (of Selena Gomez) Attractiveness (of Selena Gomez) Message credibility (of Selena Gomez)
1.498 .504 .716 .323 3 3 3 3 146 146 146 146 .218 .680 .544 .808 Expertise
(of Ariana Grande) Trustworthiness (of Ariana Grande) Attractiveness (of Ariana Grande) Message credibility (of Ariana Grande)
.792 .762 1.314 .594 3 3 3 3 146 146 146 146 .500 .517 .272 .620
APPENDIX C
Instagram celebrity endorsements
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