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Impact of celebrity endorsement on affective content in online reviews

Lookup NU author(s): Dr Saurabh BhattacharyaORCiD


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This study explores the scantly researched phenomenon of the impact of celebrityendorsement on social media on consumers’ online reviews of brands. Employing parasocialrelationships theory, the present study finds that in India, positive ratings in online reviews ishigher for brands endorsed by celebrities on social media than for non-endorsed brands.Further, the popularity of celebrities and multiple brand endorsements positively andnegatively moderate this relationship. Overall, brands endorsed by celebrities receive morepositive ratings than competing brands not endorsed by celebrities. Based on a sample of 877 Indian consumers and subjecting the data to hierarchical regression analysis, we findevidence in support of our proposed hypotheses.

Publication metadata

Author(s): Agnihotri A, Bhattacharya S

Editor(s): Malter, A; Baker, SM; Im, S

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: 2021 AMA Winter Academic Conference: The Human Side of Marketing in an Age of Digital Transformation

Year of Conference: 2021

Pages: 760-777

Online publication date: 11/02/2021

Acceptance date: 02/11/2020

Publisher: American Marketing Association


Library holdings: Search Newcastle University Library for this item

ISBN: 9780877570097