alexa Nonprofit Advertising: Impact of Celebrity Connection, Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Robert T Wheeler

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Two studies examine celebrity endorsers in a nonprofit context. In Study One a framework is developed incorporating connection (congruence), source credibility, involvement, and gender as key elements in understanding the impact of celebrity endorsers on nonprofit advertising effectiveness. Hypotheses are tested in the course of the studies that manipulate celebrity connection and advertising involvement. Results support the primary model viewing a relationship between the celebrity's connection, source credibility, and intention. Study Two verifies the connection and source credibility findings of Study One, but cannot confirm the impact of the celebrity connection on intention. Study Two includes attractiveness as a source credibility dimension, and increases the number of endorser types. An attractiveness main effect on intention is identified.

This article was published in Journal of Nonprofit & Public Sector Marketing and referenced in Journal of Mass Communication & Journalism

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