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Article
Publication date: 12 April 2022

Rodrigo Uribe, Cristian Buzeta, Enrique Manzur and Martina Celis

This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the…

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Abstract

Purpose

This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media).

Design/methodology/approach

An online experiment was conducted using a 2 (digital media vs social media) × 2 (explicit vs embedded celebrity endorsement) between-subjects design. Participants (n = 137) were exposed to a fictitious piece of online branded content using celebrity endorsement. Four experimental treatments were generated as the authors manipulated the new media and the explicitness of the celebrity endorsement in the ad piece.

Findings

The main result highlights that using social media (vs digital media) enhances celebrity endorsement's indirect influence on purchase intention via the serial mediating role of ad attitude and brand attitude, regardless of the explicitness of the message. In terms of the message format, no differences were observed.

Research limitations/implications

The differential power of using celebrities across different new media to promote brands suggests the importance of interactivity in the context of celebrity endorsement. Additionally, the absence of differences in terms of message formats would show that the presence of the celebrity per se has a powerful effect.

Practical implications

Firms using new media to deliver their brand communication, including celebrity endorsements, can better understand the different capabilities of social media and digital media.

Originality/value

In the context in which empirical research equates new media with social media, this study provides an examination of celebrity endorsement assuming the complexity of the celebrity endorsement ion the current scenario: different types of new media and different types of message formats.

Objetivo

Este estudio tiene como objetivo examinar la efectividad (en términos de actitud a la pieza publicitaria, actitud hacia la marca e intención de compra) del celebrity endorsement en la forma de publicidad explícita versus incrustada en el contexto de diferentes tipos de nuevos medios (medios digitales y redes sociales).

Diseño/metodología/enfoque

Se llevó a cabo un experimento en línea utilizando un diseño between-subjects de 2 (medios digitales vs. redes sociales) × 2 (apoyo explícito vs. incrustado de celebridades). Los participantes (n = 137) fueron expuestos a una pieza online ficticia de contenido de marca en línea que utilizaba celebrity endorsement. Se generaron cuatro tratamientos experimentales, en los cuales los autores manipularon el uso de nuevos medios y el nivel de explicitación del celebrity endorsement en la pieza publicitaria.

Resultados

Los resultados principales ponen de manifiesto que el uso de las redes sociales (vs. medios digitales) mejora la influencia indirecta del celebrity endorsement en la intención de compra a través del rol de mediación en serie de la actitud hacia la pieza publicitaria y la actitud hacia la marca, independientemente del nivel de explicitación del mensaje. En cuanto al formato del mensaje, no se observaron diferencias.

Limitaciones/implicaciones de la investigación

El poder diferencial del uso de celebridades en diferentes tipos de medios nuevos para promocionar marcas sugiere la importancia de la interactividad en el contexto del celebrity endorsement. Además, la ausencia de diferencias a nivel del formato del mensaje muestra que la presencia de la celebridad per se tiene un efecto relevante.

Implicaciones prácticas

Según los resultados de los autores, las empresas que utilizan nuevos medios para su comunicación de marca, incluyendo celebrity endorsements, pueden comprender mejor las diferentes capacidades de las redes sociales y los medios digitales.

Originalidad/valor

En un contexto donde la investigación empírica equipara los nuevos medios con las redes sociales, este estudio proporciona un examen del celebrity endorsement considerando la complejidad de la técnica en el actual escenario: diferentes tipos de nuevos medios y diferentes tipos de formatos de mensajes.

Details

Academia Revista Latinoamericana de Administración, vol. 35 no. 3
Type: Research Article
ISSN: 1012-8255

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Article
Publication date: 3 July 2024

Nermin Khasawneh, Ramzi Al Rousan and Sujood

Space tourism is currently experiencing significant attention because of its rapid and burgeoning development in the present era. This surge has resulted in an unprecedented…

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Abstract

Purpose

Space tourism is currently experiencing significant attention because of its rapid and burgeoning development in the present era. This surge has resulted in an unprecedented growth in publications dedicated to unravelling the intricacies of space tourism. However, there is a conspicuous absence of a large-scale bibliometric analysis focusing on space tourism research from 1993 to 2022. Therefore, the aim of this study is to fill this research gap by examining and mapping the scholarly output published across the world in the spectrum of space tourism over the past 30 years (1993–2022).

Design/methodology/approach

A corpus of 7,438 publications pertaining to space tourism published from 1993 to 2022 was gathered from the Web of Science Core Collection. Accordingly, bibliometrix package in R and VOSviewer software were used to conduct a comprehensive bibliometric analysis.

Findings

The current study highlights a significant surge in publications related to space tourism, indicating a heightened scholarly interest and a significant paradigm shift in its exploration. Scott M. Smith, affiliated with National Aeronautics Space Administration Johnson Space Center, emerges as the most prolific author. Leading journals in disseminating space tourism research are Acta Astronautica and Aviation Space and Environmental Medicine. Keyword analysis revealed hotspots such as “space flight”, “simulated microgravity”, “weightlessness” and “stress”, while research gaps include “skylab”, “shuttle”, “cartilage”, “herpes virus” and “herniation”, offering potential avenues for exploration.

Research limitations/implications

This study’s implications empower stakeholders with actionable insights and deepen the understanding of the evolving landscape of space tourism research, fostering an environment conducive to continuous exploration and innovation in this burgeoning field.

Originality/value

This study enriches the understanding of global space tourism research and offers valuable insights applicable to a diverse audience, including researchers, policymakers and industry stakeholders. The broad applicability of the study’s findings underscores its significance, serving as a guide for strategic decision-making and shaping research agendas in the dynamic realm of space tourism.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

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