Izmir Review of Social Sciences Vol:1, No:1, 65-82, June 2013

Celebrity Influences on Young Consumers: Guiding the Way to the Ideal Self
Dicle Yurdakul-Sahin* and Deniz Atik**
Abstract Owing to the improvements in mass communication technologies in the last few decades, the role of celebrities in our lives has changed dramatically. In the contemporary culture of mass media and Internet, celebrities, and the verbal and visual messages they communicate reach millions of people worldwide. Because of this widespread exposure, there has been a significant increase in the influence of celebrities, and they have become a very effective medium in communicating marketers messages. In consideration of the increasing importance and effectiveness of celebrities in communicating the marketing messages, this study aims to explore the cultural influences on the evaluations of young consumers regarding celebrities. Our exploratory research sheds light to the traits which are evaluated as favorable / unfavorable by young consumers, and which may therefore play a key role in the success of celebrity endorsements. Keywords: Celebrity Endorsement, Young Consumers, Advertising, Consumption, Qualitative Research JEL classification: M31, M37

1. Literature Review Celebrity Endorsement Celebrity endorsements are among the most successful marketing communication practices used by marketers around the world, especially in breaking message clutter, increasing the credibility and effectiveness of advertisements (Bailey, 2007), enhancing brand recognition (Petty et al., 1983), stimulating positive attitudes towards brands (Kamins, 1989), and finally, increasing sales and profits (Erdoan, 1999; Choi et al., 2005; Pringle and Binet, 2005). Conveyed through the mass media, celebrities with worldwide popularity are used in celebrity endorsements to overcome the prejudices against messages being advertised. Consumers are likely to build fewer defenses against celebrities compared to corporate messages such as advertising, the commercial intentions of which consumers are aware. In contrast, selling products is not seen as the primary aim of celebrity endorsement. Although being a powerful strategy in marketing communications, in order to reap its benefits, a careful examination and application of celebrity endorsement is required. One of the most important decisions to be made in the planning of this strategy is to choose the right celebrity to be used in the marketing campaign. Defined by McCracken (1989: 310) as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement, the celebrity endorser plays a key role in the process with her/his attractiveness, popularity,
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Department of Business Administration, Izmir University of Economics. Email: dicle.yurdakul@ieu.edu.tr Department of Business Administration, Izmir University of Economics. Email: deniz.atik@ieu.edu.tr

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Yurdakul-Sahin and Atik personality, and lifestyle. In consideration of unsuccessful applications of celebrity endorsements which lose millions of dollars, it is necessary to ask which factors contribute the most to the effectiveness of this strategy. As a part of this inquiry, considerable academic attention is devoted to defining the characteristics important in explaining the effectiveness of celebrity endorsements. One of the mainstream models in the literature which aims to explain this inquiry is the Source Credibility Model. According to this model, the effectiveness of the message conveyed through the advertisement depends on the perceived trustworthiness and credibility of the celebrity endorser (Hovland, et al., 1953; Dholakia and Sterntha, 1977; Sternthal et al., 1978). According to this model, messages can influence beliefs, attitudes, and behaviors only if they are internalized, and this internalization occurs if the messages are accepted by individuals value and belief systems. Therefore, internalization can only occur if the message source is perceived as credible and trustworthy. Yet, as stated by Dholakia and Sternthal (1977), in spite of positively influencing the attitude towards the brand/product, the credibility of the source alone does not necessarily reinforce a behavioral change. On the other hand, the Source Attractiveness Model states that attractive sources (including different kinds of attractiveness such as physical or intellectual attractiveness) reinforce positive feelings and thoughts and are more successful in attitudinal and behavioral change (Baker and Churchill, 1977; Cohen and Golden, 1972, Friedman et al., 1976). The receiver accepts the message from an attractive source because of the desire to be like and identify with the endorser (Cohen and Golden, 1972; Erdoan 1999). According to McGuire (1985), familiarity, likability, and similarity (between the source and the receiver) are dimensions of attractiveness, and therefore, persuasiveness. Similarly, Kahle and Homer (1985) state that physically attractive endorsers are more effective than less attractive sources. However, the hypothesis that more attractive or credible sources are always more successful endorsers has frequently been criticized (Friedman and Friedman, 1979; Baker and Churchill, 1977; McCracken, 1989). McCracken (1989) and Baker and Churchill (1977) state that a mismatch between the product and the celebrity may violate the effects of attractiveness or credibility. Match-up Hypothesis tries to explain the effects of this match/mismatch between the endorser and the product/brand. According to this hypothesis, the image of the celebrity and the message should be congruent, and celebrity image should fit the desired image of the brand in order to achieve the expected outcomes of the celebrity endorsement process (Kahle and Homer 1985, Kamins 1990). McCracken (1989) defines this fit between the endorser and the product as the fit between the symbolic meanings represented by the celebrity and those of the product. In addition to these criticisms of source credibility and source attractiveness models, McCracken (1989) further argues that rather than focusing on measuring the degree of attractiveness or credibility, the focus should be on particular types of attractiveness, credibility, and mismatch in order to gain a broader understanding on the effectiveness / ineffectiveness of the celebrity endorsements. The author further argues that celebrities represent a set of interconnected meanings (pp.313), which is much more complicated than simply being attractive or credible. In light of these critics, McCrackens Meaning Transfer Model (please see Figure 1 below) suggests that celebrities bring these set of interconnected meanings into the endorsement process, moving cultural meanings to

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Izmir Review of Social Sciences goods and then to consumers by the ownership of the endorsed products. Advertisements and other marketing communication activities are the different methods used during this process of meaning transfer. According to McCracken (1989), celebrities build up their celebrity identities (images) as a collection of meanings which they draw from their roles in TV, mass media, cinema etc., and reflect these meanings through their lifestyles and personalities. The ownership of these meanings is ensured by reflecting them continuously in front of the public. These carefully collected meanings are drawn from the culture and society in which the celebrity portrays an exemplary figure to consumers (Erdoan, 1999). As the first step of this meaning transfer process, advertisers decide which cultural meanings are to be embedded in the product, according to the target market and end goals to be achieved. Thus, they develop the product and the brand image to be used in the marketing communication practices. Then, the advertiser seeks for alternative objectifications of these meanings to be portrayed in the advertisements. Through the celebrity endorser who already possesses these meanings in her/his identity, the required meanings are transferred to the goods. Consumers take the possession of these advertised commodities in order to transfer these meanings to themselves in the creation of their own identity and image. However, the possession of the commodity itself does not guarantee the movement of these meanings embedded in the product to the consumer automatically. The meaning transfer model is more dynamic than originally conceptualized by McCracken. During the appropriation of the cultural meanings, consumers are continuously engaged in an interpretive dialogue, reworking in terms of their localized knowledge and value systems (Thompson and Haytko, 1997). This active reworking is further shaped by consumers desire to construct self -identities. Therefore, as suggested by Thompson and Haytko (1997), this meaning transfer is a diffuse, transformative, and also a consumer-centered undertaking.

Figure 1. McCrackens (1989) Model of Meaning Transfer

Global Celebrity Endorsement In the process of meaning transfer, selecting the celebrity who best represents the symbolic meanings is of key importance for the success of the endorsement. Consumers should see the similarity and the link between the celebrity and the product in order to ensure the culturally constituted meanings transfer (McCracken, 1989). Choi et al. (2005) state that the celebrities, who reflect the cultural meanings and values of the society, and the advertisements, which are in congruence with the dominant cultural values and patterns, are more successful. However, by means of globalization and rapid diffusion of mass media, we are now living in a world of blurring borders between cultures. Global marketing campaigns starring global celebrities enable marketers reach beyond the national and cultural barriers without the need for messages customized for individual countries, regions or cultures (Erdoan, 1999; Lin, 1993; Kaikati, 1987; La

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Yurdakul-Sahin and Atik Ferle and Choi, 2005). This highlights the importance of the issue regarding the effectiveness of global celebrities in celebrity endorsements in terms of influencing the beliefs, attitudes, and behaviors of consumers around the world. One stream in literature states that as the global consumer culture leads to similar consumption practices and patterns, global celebrity endorsements will be effective in breaking through the cultural barriers (Levitt, 1983; Erdoan, 1999). On the other hand, another major stream argues that in spite of the blurring boundaries between cultures through globalization, there remain differences in core values and belief systems across cultures, leading to the preservation of the differences between cultures, which is considered to be a barrier in using global advertisements and global celebrities (Onkvisit and Shaw, 1999; Choi et al., 2005). In their study regarding the effects of celebrity endorsements in two different cultures (United States and Korea), Choi et al. (2005) conclude that the content and execution of celebrity endorsements differ according to the cultural influences. Therefore, the effectiveness of using global celebrities in standardized advertising campaigns to communicate a consistent image should be questioned, considering the core values of different cultures. Choi et al. (2005) further suggests that a future research direction should be to investigate the effects of international celebrity endorsements in different cultures. In light of the discussions in literature, the aim of this study is to explore the effects of global and local celebrities on youth, the traits of these celebrities that are considered to be desirable or undesirable, and to explore whether the favorable meanings which are accepted to be internalized for identity construction differ according to the cultural context. Celebrity Endorsement and Young Consumers For the purpose of this study, the effects of celebrities on young people will be explored. One of the main reasons of selecting the youth segment is the dominant idea in the marketing literature that the youth is a prototypical global segment, having similar practices and desires (Kjeldgaard and Askegaard, 2006). In their search for new alternatives to create their identities, youth serves as a social agent through which global products and practices can enter into the local context. However, they also serve as agents of glocalization (Thompson and Arsel, 2004) by adapting these practices according to their own cultural norms. Youth, therefore act as agents in the process of glocalization, and insight into this process may be provided by examining the different effects of local and global celebrities on young people. In addition, as stated by McCracken (1989), passing through a role change and identity construction process, young people are influenced by celebrities more than other segments of society. Greene and Adams-Price (1990) state that, in the transition from childhood to adulthood, young people try to disengage from the parental authority in order to construct and define their identities and lifestyles. Yet, this self-determined construction of the adult identity needs to be socially acceptable as well. This complex process directs young adolescents to search for references within their social environment, namely to peer groups to explore different traits to be adopted. In addition, according to Miles et al. (1998), in a world of weakening bonds between family members and increasing alienation, young people are drawn to peers, and in order to be socially acceptable and likable, they try to conform to the general expectations of peers in terms of consumption preferences. As well as peer groups, celebrities also play a similar role in the identity construction process of young people as individuals who have already

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Izmir Review of Social Sciences constructed their identities successfully (Greene and Adams-Price, 1990; Erdoan, 1999). Celebrities are especially an important medium in inspiring consumers ideali zed images of self, presenting images of seduction for the regular people to esteem and to follow (e.g. Lipotevsky, 1987). The idealized images of the celebrities communicate the traits to be adopted and guide the way to the idealized self in the process of identity construction. In a similar vein, Boon and Lomore (2001) state that as well as families and peers, young people form secondary attachments to celebrities portrayed in the mass media. It is argued that these attachments play a crucial role in the transition to adulthood through the development of an adult identity, and also that the celebrities guide this process through their behaviors, attitudes, and values, and that their degree of influence depends on the degree of intimacy of the secondary attachment (Caughey, 1978; Brown and Basil, 1995). From a marketing point of view, considering the impact of celebrity endorsement on young generations consumption behavior in constructing their identities, this study aims to explore the relative favorability of different traits of global and local celebrities in light of the cultural influences. 2. Methodology Most of the previous studies on celebrity effects have adopted quantitative research techniques (e.g. Atkin and Block, 1983; Kahle and Homer, 1985; King and Multon, 1996; Martin and Bush, 2000; Bush et al., 2004; Giles and Maltby, 2004; Choi and Rifon, 2007; Dix, 2009; Dix et al., 2010). In contrast, this study adopts a qualitative approach as it seeks to arrive at a deeper understanding on different ways celebrities influence consumers, allowing the informants express their thoughts and feelings freely, attempting to make sense of, or to interpret phenomena in terms of the meanings people bring to them (Denzin and Lincoln, 2000). Qualitative research deals with consumers inner lives, emotions and mechanisms in order to make inferences from what is observable to what is underlying (Levy, 2005: 344). The research was conducted in Izmir, the third most populous city of Turkey, located in the West of the country. The city is known to be the modern face of the country with its Western-European lifestyle. Turkey consists of many different subcultures mainly because of its rich historical background and can be evaluated as a bricolage of different cultures and ethnicities. The main outcome of this mosaic is wide variety of languages, values, rituals, and practices. Yet, in spite of the differences between subcultures in different geographic locations, the mainstream culture is largely shaped by the influences of Islamic values and practices, an important factor in the conservative nature of the mainly collectivistic Turkish culture. Between the preservation of the core cultural values of the mainstream culture, on the one hand, and the many aspects of a modern life on the other, the research context can be described as a bricolage of cultures. 195 students (105 females and 90 males) between the ages of 19 and 25 from a private university in Izmir, Turkey participated in the research. Open-ended questions were used to collect data, allowing the participants to talk about the subject in their own words (Haddock and Zanna, 1998). In contrast to surveys or experiments, open-ended questions allow the elicitation of participants thoughts and feelings about socio-cultural parts of consumption related to celebrities (Arnould and Thompson, 2005). Assured of confidentiality, young participants wrote anonymous essays, explaining their favorite

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Yurdakul-Sahin and Atik celebrity and his/her impact on their consumption habits. Thus, we were able to investigate the positive and negative attributes, the relative popularity of various local and global celebrities and their impact on the consumption habits of young people. The essays collected from the informants were analyzed by selective and axial coding, following the guidelines provided by Spiggle (1994) and Strauss and Corbin (1998). The data were analyzed by two coders who are experienced in this process. All essays were analyzed, looking for main themes, comparing and contrasting the findings, which were then categorized into main and sub-categories (Carson et al., 2001). By using axial coding, our aim was to relate categories to sub-categories and to construct a better clarification of the topic as a whole (Strauss and Corbin, 1998). Through selective coding, we were able to integrate and define categories, which will be discussed in detail in the next section (Strauss and Corbin, 1998: 143). 3. Findings Five main themes emerged under the findings regarding the different characteristics of celebrities that play a role in influencing consumers: Physical Attractiveness, Personality, Ideology, Success, and Values-Lifestyles (please see Figure 2 below). Among these five, the two most influential characteristics were the Values-Lifestyle and the Success of the celebrity. While success affects highly the likability of both global and local celebrities, the data show that both values and lifestyles are very important factors in the popularity of celebrities, and the effects of these are especially strong in the case of global celebrities. Also, interestingly, the responses show that the values and lifestyles of the global celebrities are the major factors with a negative effect on the popularity of global celebrities.

PERSONALITY

SUCCESS
CELEBRITY CHARACTERISTICS INFLUENCING YOUTH

PHYSICAL APPEARANCE

VALUESLIFESTYLES

IDEOLOGY

Figure 2. Celebrity Characteristics Influencing Youth

The following sections examine each theme in detail in an attempt to explain the effects of global and local celebrities on young people. The first two, Physical Attractiveness and

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Izmir Review of Social Sciences Personality, are among themes which were frequently mentioned in participants essays, supporting the previous findings on celebrity effects (Friedman et al., 1978; McGuire, 1985; Kahle and Homer, 1985). However, the last three themes, Ideology, Success, and Values-Lifestyles particularly contribute to our understanding of the celebrity effects as these themes were barely mentioned in previous literature. An important finding of this study, the major role played by celebrities values and lifestyles in the evaluations of young people, will be discussed in detail in the closing section. Physical Attractiveness of the Celebrity Although the discussions and critics about the Source Attractiveness Model (Friedman and Friedman, 1979; Baker and Churchill, 1977; McCracken, 1989) suggest that attractiveness does not guarantee the success of the endorsement, the informants stated in general that they had admirations for those celebrities who matched their beauty ideals, and cited mainly actors/actresses, singers, and fashion models. These illustrations were taken mostly from mainstream TV shows, Pop musicians, and blockbuster movies.
I like the way Beren Saat [Turkish Movie Star] dresses up in Ak - Memnu [Turkish Soap Opera]. We watch her with admiration. We also want to dress up like her. Without even realizing, our style changes with these influences. For example, although we like wearing tennis shoes, because of her, we look for more elegant shoes. Also, magazine programs affect us. We watch celebrities; we see what they are wearing in their daily lives. They are like trend-setters for us. But as we imitate them we become more uniform. It is unavoidable. (Female, 22)

Female participants in particular are observed to be deeply affected by the idealized images of beauty and physical attractiveness of female celebrities. Previous studies in the literature suggest that women have less autonomy in evaluating their physical attractiveness as they are more exposed than men to the idealized images of beauty communicated through the mass media. The social pressure on women to conform to these idealized images of beauty communicated through celebrities cause their decisions regarding their consumption preferences to be bound up with the preferences of the celebrities (Bordo, 1993; Nichter and Nichter, 1991). Our findings also indicate that international celebrities (especially Western characters) serve as beauty ideals:
Since I like Hip-Hop music, I usually dress up comfortable, with loose pants. I follow the styles of celebrities like 50 cent, The Game, Lil Wayne. I usually pay attention to what they wear, and shop accordingly (Male, 22). I do pay attention to what Victoria Beckham does. I think we can describe her as the fashion queen. She attracts attention with her hair style, make-up, and the high fashion brands she wears. She is a trend-setter. For instance, many people in the world just imitated her hair style without any hesitation. I was also tempted to do so, and then I changed my mind. It is not that I copy everything that she does, but it is difficult to avoid her (Female, 22).

Due to globalization and the development of communication technologies, global celebrities who are known and liked by millions of people worldwide provide consumers with beauty ideals which lead a negative evaluation of their own appearances, and therefore, engage in activities such as buying specific styles of clothes or employing
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Yurdakul-Sahin and Atik body-focused practices, such as dietary and exercise regimens, to transform their body into these desired forms. These activities enable individuals to accomplish goals and feel more contented with their lives (Thompson and Hirschman, 1995). Among modern consumers, the desire to enhance physical attractiveness continues to motivate the consumption of especially fashion goods and cosmetics. In addition, through a glamorizing interpretation, the world of high fashion provides an image of success that can be used to generate dreams for future related to envisioned ideals of the good life, which may include an exciting career, travel, or public recognition (Thompson and Haytko, 1997). Celebrities play an important role in diffusing the fashion, representing images of seduction which ordinary people esteem and follow (e.g. Lipotevsky, 1987). For some, celebrities perform the functions of gods, or god-sent beings (OGuinn, 1991). This is the transformation of a human being into a heavenly being, a symbol of human potential realized. Movies in particular are great inspirational sources for consumers, stimulating their fantasies. In a way consumers built fewer defenses towards celebrities than institutions like advertising where consumers are conscious of the commercial intentions; whereas in movies, celebrities primary role is not to sell products. Personality of the Celebrity In addition to the effects of celebrities' physical appearance and attractiveness, another important theme emerging from the data is the effects of personality on young peoples evaluations of celebrities. Personality refers to the unique and consistent psychological makeup of a person, which affects her/his responses to the social environment. Consumers admire a celebrity not only for their physical traits, but also for their personality traits which are the identifiable characteristics of an individuals personality (Solomon, 2009). Specific celebrity personality traits carry different socially desirable meanings, and allow people to choose between various options, which can then be adopted and internalized in an attempt to reach their ideal selves. Fromm (1947) states that we are marketing characters which means that we choose one of the possible selves from a variety of role models who communicate certain values through personality traits. The market is a source of symbolic meanings, and consumers construct their own identities by choosing their own identity traits through consumption from the available alternatives in the market. Thus, consumers identify with celebrities, imagining and attempting to reach idealized versions of selves (e.g. Lipotevsky, 1987; OGuinn, 1991).
Candan Eretin, I like her not just because of her songs and albums, but also because of her personality. I like her refusal to appear in magazine shows, I like her stand in the music sector with her personality, not with her personal life. (Female, 20) I may be influenced from people like Charlie Chaplin, Andy Warhol, or Elvis Presley. I am usually influenced by thoughts and ideologies not from individuals, because I always find a downside of the person... But for example, I like Conan OBrien, an American talk show star. He is always very funny; he expresses himself very comfortably; he is not afraid of anything. Maybe, I would like to be like him... He always wears suits, very good quality suits with very nice designs. I normally do not wear suits, but he makes me desire one (Male, 22).

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In fact, I can define him in two words: experience machine. There are many people locally and globally who started from scratch and who accomplished a lot. Rahmi Ko, Sakp Sabanc... Yet, Steve Jobs is quite different. He is a role model for many people. His optimism, his struggle against life, his not being a quitter, and his entrepreneurial soul are the reasons of my appreciation (Male, 20).

Most celebrities are represented as ideal people, and they stimulate consumers towards attaining these ideal personalities. Our findings suggest that, both global and local celebrities personality traits are carefully considered by people in their evaluations of the celebrity. The personality traits which communicate meanings that are acceptable and desirable according to personal, social, and cultural criteria affect both the likability of the celebrity and the efforts of the individual to adopt these traits in order to reach the ideal self. Rather than criticizing these idealized media icons who are often created by marketers and advertisers, consumers are inclined to think that these celebrities are high achievers, and if they try harder, they will eventually achieve these ideal states of being (Hirschman and Thompson, 1997). On the other hand, some personality traits are evaluated as undesirable, which leads to forming negative and disapproving attitudes towards the celebrity. These traits cause young people to avoid both the celebrity and the products/events related to her/him, as well as preventing the identification or adoption process.
I dont like Okan Baylgen [Turkish Talk Show Star]. He might be humorous but I think he has a very negative influence on society. It affects me negatively when he embarrases people on the phone or makes fun of them, and because of this, I really dont like his attitude (Female, 20). Mario Balotelli, the Italian football player, is originally from Ghana. He is very talented in football, but he always has problems with fans, the coach, and other players in every team he plays for. He thinks that he is unique, excellent. He looks down to everyone. I hate seeing people like him in football (Male, 20).

As above quotations reveal, the undesirable personality traits create negative attitudes toward those celebrities, causing avoidance behavior. In addition, according to the Meaning Transfer Model (McCracken, 1989), these negative attitudes might further be transferred to the endorsed products or services. In light of these evaluations, the importance of celebrity selection in the endorsement process once again arises as one of the most important decisions in the marketing communications practices. Ideology of the Celebrity The ideologies of certain celebrities can also become sources of admiration for consumers. Our literature review indicates that there is little information about ideological influence of celebrities on consumers, especially on young consumers. In addition to their physical and personality traits, celebrities may embody ideologies which are socially meaningful and desirable (or undesirable). Some respondents revealed that they admire the ideologies of celebrities and the stand they take in life. Respondents in this category, however, were fewer compared to the previous groups.
The lonesome, dark, melancholic characters of Orhan Pamuks [Nobel Prize Winner] novel trigger my rebellious side. Although I read his novels with much

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enthusiasm, after I read Kara Kitap, I could not use any more green pencil s because I could not identify myself with his ideologies (Male, 25). I have never liked dressing up like others do, and I cannot think of any celebrity, but once I bought a jacket similar to the one Deniz Gezmi [Male political figure] was wearing. I like him from an ideological point of view, and I bought that jacket (parka) because it symbolizes his ideology (Female, 22).

We observe that the source of the admiration for certain famous figures can be ideologies, therefore, the commodified representations of these ideologies are adopted by consumers in order to communicate the faith in that particular ideology. Some possessions of the celebrities are specifically identified with them, which result in the transfer of meanings of the particular ideology held by the celebrity to the product (McCracken, 1989). By taking possession of these commodities, young people transfer these meanings into their own identities and reflect their faith in these ideologies. Therefore, it is possible that the ideological influence of celebrities may also shape young peoples consumption practices in addition to their conceptualizations of the ideal self. Success of the Celebrity Another major theme affecting young peoples assessment of celebrities is their professional or social success. The data suggests that in order to be an exemplary figure and a role model in the eyes of youth, success is a key factor both for global and local celebrities. Regardless of the profession or the area of expertise, young people choose to identify themselves with celebrities (singers, authors, directors, actors/actresses, football players and businessmen etc.) who they perceive as successful.
Ahmet erif zgren [a famous Turkish life coach and trainer] is the best personal development expert in Turkey, although he does not accept this. I first got to know him through one of his videos and then I bought and read his books. I wasnt used to read nor like to read in general, but his books were the first ones I was able to finish. Thanks to him, I now have a reading habit. One of his contributions to my life is that I direct events and my life via his point of view. I participate in the conferences he attends, I buy his books. He is my idol. I would like to have his knowledge and expertise (Male, 20). I love Anthony Hopkins because of his expertise in acting and the movies he acts in, especially the character of Hannibal Lecter in 90s through which he revolutionized cinema with his acting skills. Because of this, I have a fix belief in my mind that his movies are good, therefore I go and see every movie he acts in (Male, 20).

As stated in above quotations, successful people are role models for young people, affecting not only the image of the ideal self in their minds, but also shaping their habits, practices and daily lives. Having the power to change and shape young peoples lives, successful celebrities guide the professional and personal development of young people. Considering these effects, using famous and successful professionals in marketing communications practices, specifically of products/services related to their profession, have the potential to increase endorsement success. In addition to the positive effects of success in a specific profession, participants also point to the importance of a celebrity being successful in different spheres of life.

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Izmir Review of Social Sciences Celebrities who are accepted to be successful figures in their personal as well as professional lives are considered to be role models.
Take the example of Hlya Avar [Turkish TV Star] who is loved by people because of her success in many different fields, her humorous and calm personality, her self-confidence, maybe her beauty and her responsible behavior in her family life. Whatever she does, whatever she buys, people emulate her. This is why she takes part in many projects and product advertisements, to affect peoples behavior (Female, 23). Characters like successful business women who are also successful in other spheres of their lives affect me a lot. For instance, I have always felt myself close to clal Aydn [Turkish author], who is an admirable woman with the things she does in life. I may be influenced from the way she dresses. In short, the kinds of celebrities who portray the ideal woman image also influence my consumption (Female, 22).

In building up the image of an ideal self, young people are affected by celebrities who are able to succeed in different spheres of life. Hlya Avar, a very famous figure in Turkey as a singer, actress, and a TV programmer, provides young people with an image of a person successful in many areas of professional as well as personal life. Most of the participants stated that, rather than being successful in one of the roles, specifically the professional role; celebrities who are successful in many different spheres of life are deemed to be more favorable role models. Similarly, as well as taking them as exemplary figures of success in forming their ideal selves in their mind, young people are also affected by the successful celebrities physical appearances and personalities. Values Lifestyle of the Celebrity Our findings suggests that one of the main reasons for either liking or disliking a celebrities is the set of values they possess and the representations of these values in terms of lifestyle. Majority of the participants stated their admiration for the celebrity in the presence of these values and disliking in case of absence.
I dont approve Teomans behaviors. He is addicted to alcohol and this is continuously displayed on TV. He gave up music and the reason is said to be alcohol. This is a bad influence on young people. Most of his fans are young and he is a very bad model for them (Female, 21). Amy Winehouses voice was incredibly beautiful. But she was using marijuana and drinking alcohol. Alcohol is not that bad but using marijuana is. She was drinking all the time and she was drunk during her concerts. I wish she hadnt been remembered this way after her death (Male, 22).

Participants discourses reveal that behaviors, such as excess alcohol usage and drug addiction, which are perceived to be inappropriate socially, also negatively influence the likability of a celebrity. It can be argued that likability has a strong relation with behaviors and lifestyles being deemed as appropriate by individuals according to their values which are individually, socially, and culturally constructed (Solomon, 2009). In addition to such values, which are often globally accepted, different cultures have their own distinct set of values. The effects of different core values of cultures on the

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Yurdakul-Sahin and Atik effectiveness of using global celebrities in celebrity endorsements have been questioned in previous studies (Levitt, 1983; Onkvisit and Shaw, 1999; Choi et al., 2005). In spite of the blurring boundaries between different cultures due to the effects of globalization, it was argued that core values are not subject to change, as they are the building blocks of cultures. Though it is seen that the sharp differences between cultures are eroding, core values underlying the belief systems of societies may remain, which may in turn affect the evaluations of the members of that particular culture about the meanings carried by the celebrities. Solomon (2009) also argues that the distinctive values of different cultures often explain the differences in the success of marketing practices in different settings. Similarly, our data suggests that the distinctive values of the culture have a strong influence on the likability of the celebrities and on the assessment of the meanings they represent.
Seda Sayan gets married to be popular and she marries men much younger than her. She stayed popular for a while but then she lost her popularity again. I dont think that she needs to do these kinds of things to attract attention because she has a beautiful voice (Male, 22). I dont like Serdar Orta, his personality. I listen to his songs, I go to his concerts but he seems to be a child abuser to me. In paparazzi shows, we see that he is always together with very young girls, around 18 years old (Male, 20).

Above quotations interestingly reveal a more in the Turkish culture regarding the inappropriateness of having a relationship with or getting married to a younger person. According to the social norms, the preferences of these celebrities are perceived to be inappropriate and cause them to be disliked by society. Relationships with younger people is deemed inappropriate to the values of Turkish culture, which cause these celebrities to be criticized, while in different cultures this behavior may be acceptable, even preferable. Yet, it is clear that the participants make their evaluations according to the core values of their own culture rather than others.
I dont like Lady Gaga. In spite of her good songs, I think her attitude influences the society badly. Her shows are good but her style and her physical appearance is really bad (Male, 20). Although some people admire her, Paris Hiltons inappropriate lifestyle makes me think negatively about her. She has a bad influence on the society (Female, 21).

Global celebrities such as Lady Gaga, Paris Hilton, and Amy Winehouse who have millions of fans around the world, may be disapproved by people in particular cultures because of the mismatch between core values of different cultures. In this case, the relatively conservative nature of Turkish culture and values regarding the displays of sexuality, use of alcohol, and attitude towards couple relationships shapes the participants view of celebrities, at times causing negative evaluations. The core cultural values shape the negative evaluations of the participants, even though the specific behavior patterns of these celebrities might be considered as appropriate or even exemplary in other cultures, causing them to be role models for many around the world. As stated by Erdoan (1999) the meanings carried by celebrities are originated from the society and the culture in which they try to position themselves as a role model.

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Izmir Review of Social Sciences Therefore, these meanings should be in congruence with the core values of that society in order to promote acceptability and likability, though this does not guarantee either quality. This further supports the findings of previous studies regarding the role of cultural values in the success of the celebrity endorsements (Choi et.al, 2005). 4. Discussion This study not only confirms some previous findings regarding celebrity influences related to physical attractiveness and personality traits, but also points to new discussions related to their ideology, success, and values-lifestyles. As stated by the critics of Source Attractiveness Model (McCracken, 1989), our findings also suggest that, despite being a powerful influence on the perceptions of young people, physical attractiveness is not the only reason for positive evaluations, and this should be supported with other traits such as personality traits, success, and lifestyles of celebrities. In addition, effects of celebrities physical attractiveness may vary according to gender. We found that especially female participants are influenced by the physical appearance of celebrities, which further affect their desire for identification with the celebrity. It can be concluded that, the socially defined portrayals of femininity and beauty communicated to masses through socialization agents such as media, affects the interpretations of women regarding the ideal beauty image, and their desire to reach that ideal. In order to emulate celebrities, social institutions such as the fashion system or cosmetic industry provide people with guidelines for reaching these idealized images of beauty. In addition to the physical attractiveness attribute, young peoples perceptions of celebrities are affected by specific personality traits such as self-confidence, optimism, and determination. Like physical traits, personality traits guide young peoples ideal selfconstruction. Presented as role models in mass media, celebrities are often evaluated as high achievers. Therefore, they are considered as exemplary figures according to socially constructed norms and values. Their favorable traits are then internalized by young people in an attempt to reach the ideal self. On the other hand, undesirable personality traits, such as arrogance or self-conceit, result in criticism and disliking as they are contrary to the portrayals of ideal self and a socially acceptable identity. Thus, when planning celebrity endorsement, marketing practitioners should take into consideration these negative evaluations of consumers towards celebrities and try to understand the undesired personality traits. Another important yet relatively unexplored factor influencing young peoples perceptions of celebrities is ideology. The stance of celebrities, for instance, regarding politics and feminism makes an impression on young people. However, rather than a motivation towards activism, they may also choose to reflect their ideological beliefs through commodities, which are consumed by these famous figures. We see that the commodified representations became an important medium in transferring and communicating the ideology. In addition to these dimensions, success is also a key factor affecting the likability of celebrities and the desire to identify with them. Furthermore, this effect is strengthened by success not only in professional life, but also in different spheres. Succeeding in family roles or social relationships is as important as having a successful professional life. Success also strengthens the influence of physical appearance and personality traits. One of the most commonly mentioned themes in the data is the importance of values, and

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Yurdakul-Sahin and Atik how they are communicated by the lifestyles of celebrities. Regardless of whether the celebrity is local or global, participants express the opinion that the presence or absence of values is a major reason for a celebrity being liked or not. Different cultural values and social norms have a critical role in the evaluation of celebrities, because a culturally significant value in one particular society may not be relevant or acceptable in another. Despite globalization, core cultural values may still maintain their significance. Our data suggest that the distinctive core cultural values still have a strong influence on the evaluations of people regarding global and local celebrities. In addition, our findings reveal that some global celebrities are disliked mainly because of their inappropriate lifestyles. In contrast, local celebrities were generally evaluated as people with socially acceptable values and lifestyles. In spite of the existence of global patterns of expected appearance and behavior, it seems that the local celebrities do not take these patterns as universal, but adapt themselves to the requirements of the local culture. In order to build up a socially acceptable identity and be considered as exemplary figures, local celebrities adapt the global celebrity looks and lifestyles, as well as the latest fashion according to the local values, thus, serving as agents of glocalization. From marketing perspective, using global celebrities in endorsements may not always be an effective strategy in global advertising campaigns as the meanings carried by some of these global celebrities may not be in congruence with the core cultural values of the local context. Therefore, the meanings to be transferred should be carefully selected from the pallet of meanings communicated by global celebrities and in return, be adapted to the local culture and society. Regardless of the speed of globalization, the preference of many global companies for using local celebrities in their advertisements may stem from this need for adaptation. Taking into consideration the findings of this study, we observe a need for further research on local celebrities adaptation of global meanings and their roles as agents of glocalization. As the effectiveness of celebrity endorsements depends on the acceptability of the communicated meanings according to the social norms, local celebrities and their role in adapting the global to the local may be of key importance for successful endorsements. Furthermore, the differences between cultures regarding the interpretations of these meanings need to be investigated in greater detail. There is a need for the further exploration of the implications of this study, such as the importance of values and lifestyles in celebrity evaluations and how the presence and absence of these core cultural values influence the identity development of young people. In addition, different methods of data collection, such as especially individual interviews, can provide further in-depth information regarding the factors influencing the admiration of young people for celebrities both in the local and global context.

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