{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/127204"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/127204","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory","abstract":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","abstract_html":"Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","abstract_has_math":false,"creators":["Lee, Yujin"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Ham, Chang-Dae"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-12","date_published":"2024-12","updated_at":"2026-07-22T22:25:03Z","subjects":["Virtual Celebrity","Brand Endorsement","Construal Level Theory","Source Credibility","Trustworthiness","Expertise","Attractiveness"],"languages":["en","eng"],"rights":["Copyright 2024 Yujin Lee"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/2142/127204","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Ham, Chang-Dae"]},{"key":"dc:creator","label":"Author","values":["Lee, Yujin"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2024-12","2024-12-09"]},{"key":"dc:type","label":"Dc Type","values":["text","Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Virtual Celebrity","Brand Endorsement","Construal Level Theory","Source Credibility","Trustworthiness","Expertise","Attractiveness"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en","eng"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2024 Yujin Lee"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://hdl.handle.net/2142/127204"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","The student, Yujin Lee, accepted the attached license on 2024-11-19 at 16:50.","The student, Yujin Lee, submitted this Thesis for approval on 2024-11-19 at 16:55.","This Thesis was approved for publication on 2024-12-09 at 15:47.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21347 on 2025-03-28 at 14:25:50","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."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory"]}]}],"canonical_facts":{"dc:contributor":["Ham, Chang-Dae"],"dc:creator":["Lee, Yujin"],"dc:date":["2024-12","2024-12-09"],"dc:description":["Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms","The student, Yujin Lee, accepted the attached license on 2024-11-19 at 16:50.","The student, Yujin Lee, submitted this Thesis for approval on 2024-11-19 at 16:55.","This Thesis was approved for publication on 2024-12-09 at 15:47.","DSpace SAF Submission Ingestion Package generated from Vireo submission #21347 on 2025-03-28 at 14:25:50","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."],"dc:format":["application/pdf"],"dc:identifier":["https://hdl.handle.net/2142/127204"],"dc:language":["en","eng"],"dc:rights":["Copyright 2024 Yujin Lee"],"dc:subject":["Virtual Celebrity","Brand Endorsement","Construal Level Theory","Source Credibility","Trustworthiness","Expertise","Attractiveness"],"dc:title":["When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory"],"dc:type":["text","Thesis"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:03Z"}