From a Relational Approach: The Persuasiveness of Advertisements Endorsed by Celebrities and Online Influencers

Celebrity endorsement is a commonly used advertising strategy in China. The entertainment and sports industries frequently employ celebrities to do promotions. The development of new media has led to the emergence of self-made micro-celebrities, termed ‘online influencers’. However, most studies analyze the advertising persuasiveness of either celebrities or online influencers separately. Only a limited number of studies compare celebrity endorsement from the perspective of both celebrities and online influencers, and none of them analyze advertising persuasiveness from a relational approach. A cross-sectional survey was conducted with 435 respondents in China. Results indicated that respondents’ perception of celebrities was more positive than online influencers. Furthermore, the motivation driving the relationship was different between celebrity endorsers and online influencers. Insights for strategic marketing engagement were drawn from the results.