Theme / Topic The effectiveness of influencer advertising

Article 3 Celebrity vs. Influencer endorsements in advertising: the role of

identification, credibility, and Product-Endorser fit.
Reference Schouten, AP., Janssen, L. & Verspaget, M. (2020). Celebrity
Influencer endorsements in advertising: the role of
identification,
credibility, and Product-Endorser fit, International Journal of
Advertising, 39(2), 258-28. Retrieved on 24 October, 2020
from
http://www.tandfonline.com/doi/full/10.1080/02650487
.2019.1634898

Thesis Statement Some factors that contribute towards the effectiveness of influencer
advertising are brand awareness, purchasing decision as well as trust
and recognition from the followers.

Main Idea 1 Identification from followers is essential for efficacy of influencer

advertising.
Supporting Details i) Identification derives from both actual and perceived similarity, or
the degree to which one perceives to have things in common with
another person, as well as wishful identification, which
is the desire to be like the other person (Hoffner and Buchanan, 2005,
cited in Schouten et al., 2020).

ii) When consumers believe that they share certain interests, values,
or characteristics with an endorser, they are more likely to adopt their
beliefs, attitudes, and behaviors (Cialdini, 1993; Kelman, 2006, cited
in Schouten et al., 2020).

iii) In comparison to celebrities, influencers are perceived as more

relatable and approachable, like having a long-distance friend
(Djafarova and Rushworth, 2017, cited in Schouten et al., 2020). 

iv) Influencers tend to directly address their followers in their posts,

which connotes a certain closeness, and makes followers see them
as peers (Erz and Christensen, 2018; Gannon and Prothero, 2018,
cited in Schouten et al., 2020). 

Main Idea 2 Perceiving follower’s credibility contributes to the efficacy of influencer

advertising.
Supporting Details i) Research on endorsement effects has shown that consumers are
more likely to positively evaluate brands and products endorsed by
people that they perceive to be credible (Erdogan, 1999; Bergkvist
and Zhou, 2016, cited in Schouten et al., 2020).

ii) Influencers generally promote products in authentic, real-life

settings, which may increase perceptions of trustworthiness as
compared to celebrities (Schouten et al., 2020).

iii) Hence, when influencers endorse a product, consumers may be

more likely to attribute this to the endorser genuinely believing in the
positive characteristics of the product than when a celebrity endorser
is used (cf. Zhu and Tan, 2007, cited in Schouten et al., 2020 ). 
 iv) Influencer credibility plays an important role in affecting purchase
behavior (Chapple & Connie, 2017; Djaforoza & Rishworth, 2017,
cited in Schouten et al., 2020).
Purpose To inform readers why influencer advertising is more effective.
Tone / Bias Serious
Intended Audience Advertising market, Social media influencer
Conclusion Trust and recognition from followers is undeniably one of the factors
that contributes to the effectiveness of influencer advertising.