When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory

With the advancement of technology, virtual celebrities, such as virtually created idol singers, have emerged as prominent figures in brand endorsements. Despite their growing popularity, limited research has explored their effectiveness as brand endorsers. Drawing on Construal Level Theory, this study investigates the conditions under which virtual (vs. human) celebrity endorsements are most effective. Employing a 2 (celebrity type: virtual vs. human) x 2 (message type: high- vs. low-construal) between-subjects experimental design, this study identifies a matching effect between celebrity type and message construal. Specifically, consumers exhibited more favorable attitudinal and behavioral responses when virtual celebrities delivered low-construal messages whereas when human celebrities delivered high-construal messages. Interestingly, this moderation effect was mediated by two dimensions of credibility—expertise and attractiveness—while the third dimension, trustworthiness, did not play a significant mediating role. The theoretical and practical implications are discussed.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2024

Author dc:creator

• Lee, Yujin

Contributors dc:contributor

• Ham, Chang-Dae

• Virtual Celebrity
• Brand Endorsement
• Construal Level Theory
• Source Credibility
• Trustworthiness
• Expertise
• Attractiveness

Statement dc:rights

• Copyright 2024 Yujin Lee

Language dc:language

en, eng

Handle dc:identifier

https://hdl.handle.net/2142/127204

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F127204