effect of celebrity endorsements on the perspective of consumer responses.
The article examines the underlying effect of celebrity endorsements on the perspective of consumer responses. There have been numerous strategies embraced in many organizations as well as companies for advertising and marketing. The majority of companies have indulged in the process of linking products and services they offer to particular celebrities to achieve more sales. The effectiveness of these personnel ought to be studied to know the best approach to embrace (Knoll & Matthes, 2016).
In my opinion, the authors argue that this paper is vital because it focuses on the current advertising and marketing approaches. Many clients for different products and services today seek advice and information regarding the quality and satisfaction of various commodities from adverts. They assert that it is, however, essential to know the degree of rather the level of effectiveness of certain advertising and marketing patterns such as celebrity endorsements, (Knoll & Matthes, 2016).
The paper has put forth a number of theories that have been employed to acquire data and information. An example of such a theory includes the “Hierarchy of advertising effects model” by Lavidge and Steiner. The basis of this theory was on the provision of systematic organization of various relevant advertising objectives and the overall integration of the most suitable moderators. Due to this idea, readers can acquire the underlying relationships and unravel all sorts of relevance accordingly (Knoll & Matthes, 2016).
Various dependent variables were applied in this study. Although the majority of these variables failed to show any average effects, some did show a tremendous positive magnitude. For instance, an individual’s attitude towards the advertised object or product showed peculiar positive concerns. Several endorser variables were also studied, and their outcomes listed. The moderators are shown to have been positive towards the implicit effect herein (Knoll & Matthes, 2016).
In this paper, the study sample included various personnel such as actors, athletes, TV hosts, as well as models and musicians. The overall outcomes were identical in all the variables. The aspect of consumer – celebrity relationship varies with the level of exposure of the individuals. Both male and female celebrities bear different levels of credibility in this meta-analytic approach. Various persons in this study are shown to have been recruited under the auspices of the “Persuasion Knowledge Model,” that asserts that many clients tend to develop a sense of persuasion knowledge throughout their lifetime as long as they are exposed to the persuasive communication, (Knoll & Matthes, 2016).
The study procedures in this article included methods such as study retrieval, for instance, literature search. Here, numerous studies were collected from various databases. Various searches were analyzed and studied to get the appropriate response as per the requirements of the search. An inclusion criterion was also employed. This focused on the narrowing of broad quantitative studies to obtain the desired outcomes on the effectiveness of celebrity endorsements (Knoll & Matthes, 2016).
The primary techniques used to analyze the data included various meta-analytic procedures such as effect size calculation. In this technique, a given standardized mean variation is used to represent the effect size estimate according to the formulas given by scholars such as Lipsey and Wilson in 2001. After this criterion, what follows is an effect size integration and meta-analysis. This focused on random models. Altogether, these techniques served a vital role in offering the best outcomes for the study (Knoll & Matthes, 2016).
Following the featured analysis herein, it was realized that there was a zero overall effect of the individual celebrity endorsements on client responses. However, there were identical dependent measures with strong effects under certain conditions. The study thus unravels the underlying variability rather than indulging in the overall summary effect. Moderators were very effective towards explaining the heterogeneity of the study based on the dependent variables such as behavioral intention, attitude toward the endorsed object, and attitude toward the advert (Knoll & Matthes, 2016).
However, there are various study limitations. These include understudied dependent variables such as meaning transfer, recall and recognition, and behavioral measures. Some moderators are understudied, long term effects, Non-profit advertising, and underlying psychological processes. Altogether, they leave a lacuna on the featured concepts in this study (Knoll & Matthes, 2016).
To summarize this study, it should be noted that the current advertising and marketing strategies have changed due to the level of technological advancement. There are novel methods employed in advertising for various products. Celebrity endorsements are one of these methods, and it has been seen to be effective in the majority of the products. This article, therefore, puts forth the notion of effectiveness of this strategy based on studies encompassing actors, TV hosts, musicians, among other key personnel that has been found to contribute massively in the industry. I would, therefore, urge any individuals willing to advertise their products to choose celebrity endorsements to realize actual returns (Knoll & Matthes, 2016).