Transforming celebrities through social media: the role of authenticity and emotional attachment

Abstract

Purpose

Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how and why consumers use social media to engage with celebrities, and identify the potential antecedents and outcomes, which may result from these online connections.

Design/methodology/approach

Both qualitative (two focus groups) and quantitative (survey) methods were used to explore consumer engagement with celebrities on social media. A structural model from the survey data was developed and analyzed.

Findings

Textual analysis of the focus groups revealed that consumers follow celebrities on social media to obtain career and personal information about the celebrity. Further, authenticity and emotional attachment were identified as favorable aspects of following celebrities on social media. An empirical study confirmed that the constructs of authenticity and emotional attachment positively influence the outcomes of word-of-mouth and purchase likelihood.

Research limitations/implications

The study was limited by the self-identification of a favorite celebrity and social media site. Future research should include empirical testing of specific celebrities featured on a specific social media site and the development of the constructs identified in the focus groups.

Practical implications

This research sheds light on the antecedents and outcomes associated with consumer–celebrity engagement on social media. The implications for marketers and advertisers include a better understanding of how celebrities transform themselves and engage with consumers on social media.

Originality/value

This paper fulfills an identified need to study authenticity and emotional attachment as they relate to celebrities and consumers’ engagements on social media.

Citation

Kowalczyk, C.M. and Pounders, K.R. (2016), "Transforming celebrities through social media: the role of authenticity and emotional attachment", Journal of Product & Brand Management, Vol. 25 No. 4, pp. 345-356. https://doi.org/10.1108/JPBM-09-2015-0969