If Kate voted conservative would you? The role of celebrity endorsements in political party advertising
If Kate voted conservative would you? The role of celebrity endorsements in political party advertising
复制标题
如果凯特投票保守派，你会吗？
DOI：
10.1108/03090561011020516
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发表时间：
2010
影响因子：
4.4
通讯作者：
Brett A. S. Martin
中科院分区：
文献类型：
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作者：
E. Veer;Ilda Becirovic;Brett A. S. Martin
目的——进行这项研究的目的是确定政党广告中的名人代言人是否对英国选民的意图产生重大影响。使用名人代言在美国很常见，但对其在英国的影响却知之甚少。这项研究还旨在将名人代言在政党广告中的使用与政治显着性结构结合起来。政治显着性代表了政治和政治问题在合格选民心目中的突出程度。设计/方法/途径——使用了2（支持者：名人；非名人）×2（政治显着性：高；低）受试者间因子设计实验。结果表明，名人代言确实对政治广告的态度、代言人的态度以及选民的意图发挥着重要作用。然而，这种影响在很大程度上受到政治显着性的影响。调查结果——结果表明，政治显着性较低的受访者显着...
Purpose – This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.Design/methodology/approach – A 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.Findings – The results show that low political salience respondents were significa...