A Bibliometric Study’s Preliminary Intellectual Scope on Celebrity Endorsement
Keywords:
Celebrity endorsement; Bibliometric analysis, Stimulsu-organism-response (SOR).Abstract
E-commerce and traditional commerce have utilized celebrity endorsements to enhance the promotion of their products and services and cultivate brand images that align with consumer preferences. A celebrity is a person who is well-known to the general public and esteemed in society for their notable accomplishments and illustrious position. Celebrities can stimulate consumer desires, ambitions, and fantasies and act as the embodiment of a business, forging connections with consumers and developing relationships with them. This study utilizes bibliometric analysis software to offer a conceptual understanding of research on celebrity endorsements. The bibliometric data was acquired from ScienceDirect.com. The results indicate the existence of five distinct groups of subjects in celebrity endorsement research. The primary focus is on consumer behaviors, particularly trustworthiness, credibility, attractiveness, brand attitude, congruence, and purchase intention. The additional factors encompass the areas of (1) influencer and medium, engagement, and authenticity; (2) marketing and messaging, rewards, and activities involved; (3) body image and exposure of the celebrity; and (4) COVID-19 context and influence of governmental policies. The study also presents the theoretical implications, including concepts such as parasocial interaction theory, stimulus-organism-response theory, and the theory of planned behavior, as a recommendation for further research. The bibliometric analysis of the current literature on celebrity endorsement showcases the usefulness of the stimulus-organism-response theory. This theory elucidates how external factors, known as stimuli, can impact consumers' cognitive and emotional states, referred to as organisms, resulting in positive responses like purchase intention. In addition, the bibliometric analysis result also shows that parasocial interaction theory can offer celebrity endorsers the ability to utilize marketing and social context to impact virtual relationships with customers. Furthermore, the constraints are also examined, and suggestions are provided.
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