使用網紅與名人行銷予消費者感官差異及影響 - 政大學術集成

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(1)國立政治大學. 企業管理研究所(MBA 學位學程). 碩士學位論文. 立. 政治大. ‧ 國. 學 ‧. 使用網紅與名人行銷予消費者感官差異及影響. y. Nat. n. er. io. sit. The Differences and Effects in Leveraging Social Influencers and Celebrities Endorsements a l Cosmetic Brands to Build iv. Ch. n engchi U. 指導教授 Professor Shun-Ching Horng, Ph.D. 研究生宋靖雅 (Sung Ching-Ya). 民國 108 年 6 月. DOI:10.6814/NCCU201900572.

(2) Abstract Title:. The Differences and Effects of Leveraging Social Influencers and Celebrities Endorsements to Build Cosmetic Brands. Date of the seminar:. June 2019. Course:. Master Thesis in MBA. Author:. Ching-Ya Sung. Advisor:. Shun-Ching Horng. Keywords:. Celebrity Endorsement; Influencer Marketing; Consumer Perception; Social Media Influencers; Key Opinion Leader. 立. 政治大. This dissertation is to examine how companies can use beauty bloggers or international. ‧ 國. 學. celebrities to promote cosmetics brand to achieve different objectives including: (1) reach target market, (2) promote innovation, (3) enhance customer satisfaction, (4) establish brand. ‧. image. It is vital that the brand find a way to market the product or service authentically while. Nat. sit. y. staying true to the brands’ vision and goal and resonate with the right consumers. Upon. n. al. er. io. selecting the best fit marketing method, the brand should also evaluate thoroughly regarding. i n U. v. the desired perceived product qualities by the consumer including example qualities listed in this study.. Ch. engchi. 2. DOI:10.6814/NCCU201900572.

(3) Table of Contents 1 Introduction……………………………………………………………………………….5 1.1 Study Background …………………………………..…………………………….5 1.2 Purpose of the Thesis………...…………………………………………………… 6 1.3 Limitations………………………………………………………………………... 6 2 Literature Review……………………………………………………………………... 7 2.1 Social Media ………………………………………………………………………7 2.2 Social Media Influencers …………………………………………………………8 2.2.1 Type of Social Media Influencers ……………………………………….8 2.3 Influence Marketing ………………………………………………………………9 2.4 Consumer Purchase Decision Process…………………………………………... 10 2.4.1 Need Recognition ………………………………………………………11 2.4.2 Information Research …………………………………………………11 2.4.3 Pre-Purchase Alternative Evaluation………………………………….. 13 2.4.4 Purchase Decision…………………………………………………… 13 2.4.5 Post-Purchase Alternative Evaluation……………………………….… 13 2.5 The Rise of Celebrity Endorsement ………………………………………………14 2.5.1 The Influence of Celebrity Endorsement ……………………………….15 2.6 The Rise of Social Media Influencers ……………………………………………15 2.6.1 The Influence and Contents of Social Media Influencers …………….15 2.6.2 The Change in Evaluations of Productions……………………………. 16 2.7 Related Theories and Methodology ………………………………………………16 2.7.1 Associative Learning Theory………………………………………… 16 2.7.2 The Meaning Transfer Model………………………………………… 16 2.7.3 Balance Theory ………………………………………………………..17. 立. 政治大. ‧. ‧ 國. 學. y. Nat. sit. er. io. 3 Empirical Research ………………………………………………………………………18 3.1 Qualitative and Quantitative Research …………………………………………...18 3.2 The Survey ……………………………………………………………………….18 3.3 The Interview……………………………………………………………………. 20. al. n. iv n C 4 Results Analysis………………………………………………………………...………… 21 hengchi U 5 Interview Summary ……………………………………………………………….…….. 43 6 Analysis and Reflection………………………………………………………………45 6.1 Applications ……………………………………………………………………48 6.2 Limitations……………………………………………………………..………. 48 7 Conclusion …………………………………………………………………………….…49 APPENDIX 1 Survey Questionnaires ………….……………………………………………………..…50 2 Interview Questionnaires.……………………………………………………………….. 61 3 Reference…………………...……………………………………………..……………… 63. 3. DOI:10.6814/NCCU201900572.

(4) Index of Table and Figures Table 2.1: Types of Influencers/KOLs Table 4.1: Study’s Population Age Group Distribution Table 4.2: Study’s Population Occupation Distribution Table 4.3: Study’s Population Income Distribution Table 4.4: Study’s Population Distribution Following SMI or KOLs Table 4.5: Study’s Frequency of Which Respondents Check for Updates of SMI or KOLs Table 4.6: Study’s Main Reasons for Following SMI or KOLs Table 4.7: Study’s Main Reasons for Not Following SMI or KOLs Table 4.8: Study’s Positive Influences of SMI or KOLs Table 4.9: Study’s Negative Influences of SMI or KOLs Table 4.10: Study’s Product Purchase Decision Influenced by SMI or KOLs Table 4.11: Study’s Average Price of Product Purchased Influenced by SMI or KOLs Table 4.12: Study’s Habit of Using Cosmetic Products Table 4.13: Study’s Frequency of Respondents Wearing Make Ups Table 4.14: Study’s Cosmetic Products Purchase Decision Influenced by SMI or KOLs Table 4.15: Study’s Reasons for Purchases of Cosmetics Influenced by SMI or KOLs Table 4.16: Study’s Reasons of Not Purchasing Product Endorsed by SMI or KOLs Table 4.17: Advertisement A (Celebrity) Table 4.18: Advertisement B (Celebrity) Table 4.19: Advertisement C (Celebrity) Table 4.20: Advertisement D (SMI) Table 4.21: Advertisement E (SMI) Table 4.22: Advertisement F (SMI) Table 4.23: Advertisement 1 (Celebrity) Table 4.24: Advertisement 2 (Celebrity) Table 4.25: Advertisement 3 (Celebrity) Table 4.26: Advertisement 4 (SMI) Table 4.27: Advertisement 5 (SMI) Table 4.28: Advertisement 6 (SMI) Table 4.29: Compiled Responses for Questionnaire 17 Table 4.30: Compiled Responses for Questionnaire 18. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 2.1: Flow Chart of SMI/KOLs Influencer Marketing Figure 2.2: Purchase Decision Process Figure 2.3: Consumers’ Purchase Behavior Figure 2.4: Balance Theory Scenarios. 4. DOI:10.6814/NCCU201900572.

(5) 1 Introduction. Study Background The history of cosmetic spans can be traced back to at least 7,000 years ago and it is no doubt that every aspect of cosmetic industry has changed drastically whether it is in terms of ingredients, applications, standards, marketing or retailing. Despite the early emergence of cosmetic in human history, it has only became a must have items in the near decades. During the early 1900s, cosmetic was not even close to being popular. It was a niche market and cosmetics could not be bought off the shelves in department stores until the rise of the movie industry - Hollywood. The worldwide popularity of. 政治大. Hollywood films had a substantial effect on the cosmetics in encouraging women to use cosmetics to enhance their beauty particularly through the use of lipsticks and. 立. mascaras. However, beauty ideals have been constantly varying over time and between. 學. different societies. Nowadays, the popularities of beauty products are no less than. ‧ 國. household essentials. Like most industries, cosmetics industry had recently undergone. ‧. significant challenges and changes and are now widely available not only in department stores, but retailers, outlets and through e-commerce.. sit. y. Nat. For decades, brands, whether startup or world-renowned, select famous. io. celebrities to represent themselves in the public nation. This marketing strategy utilizes. n. al. er. 1.1. i n U. v. the attractiveness and popularities of these celebrities to promote their products in the. Ch. engchi. hope to establish the connections with consumers that “if you use our product, you will achieve the same flawless result”. However, as consumers become gradually conscious and ‘smarter’, they become increasingly skeptical of these traditional celebrity endorsements. This is when beauty bloggers and digital influences come into play. We can all acknowledge the evolution and convenience that the Internet brings, and we certainly agree that social media now play a vital role in customers’ purchasing behaviors and as well as their decision processes. These irreversible changes have forced brands to value the importance of beauty bloggers, social media influencers (SMIs) and key opinion leaders (KOLs). This thesis will focus on the differences and effects in leveraging social media influencers and celebrity endorsements particularly in the makeup industry.. 5. DOI:10.6814/NCCU201900572.

(6) Interestingly, if anyone would have brought up the concept of ‘influencers’ to someone in beauty marketing about a decade ago, it is likely that they would have received a response of somewhere close to a blank stare or a look of dilemma. The rise of these influencers are related to user-generated content, whereas it is believed to be the greatest marketing revolution of this decade. Internet today is becoming more of a social and interactive medium, not only a one-way transmission of information between consumers and producers as it used to be in the past decades. Leveraging the right strategies to reach the brands’ goals, whether it is to penetrates into new market, attracts new targeted customers, build brand loyalties or simply to achieve maximum brand exposures. In this case, two diverse strategies that this paper will be focusing are between utilizing beauty bloggers or international. 政治大 being able to attract and retain consumers’ minds and hearts through any means are the 立 top priorities for any brands.. celebrities. On the whole, in a saturated and competitive market like the beauty industry,. ‧ 國. 學. 1.2. Purpose of the Thesis. ‧. The main purpose of this dissertation is to examine how companies can use. y. Nat. sit. beauty bloggers or international celebrities to promote cosmetics brand to achieve. al. er. io. different objectives including: (1) reach target market, (2) promote innovation, (3). n. enhance customer satisfaction, (4) establish brand image. In order to do so, the author. Ch. i n U. v. will analyze the different impacts of social media influencers and international. engchi. celebrities have on purchasing behaviors from the consumers’ perspective, in this case – Taiwanese young female consumers within the age range of 18 to 26. Afterwards, these feedbacks will be categorized under the four objectives mentioned previously to conclude whether the marketing strategy of incorporating social influencers are indeed more effective than the traditional strategy of celebrity endorsements. 1.3. Limitations As the studied participants were limited to mainly college and graduate school students, the results from this dissertation can only be a reference rather than to be applied to consumers in general. Furthermore, the collected results should not be applied to consumers that are inactive on social media platforms or those that do not 6. DOI:10.6814/NCCU201900572.

(7) recognize social media influencers. In addition, though there are various social media platforms available throughout the globe, only the most popular platforms in Taiwan were selected and included in this dissertation. These platforms were limited to Facebook, Instagram and YouTube.. 2 Literature Review. Social Media Researchers, scholars, journalists and even individuals have adopted different definitions a concept of what social media is. In this case, three different perspectives. 政治大. from experts of various fields are selected and discussed.. 立. (1) Social media viewed as social networking platforms.. 學. ‧ 國. The introduction of social network sites (SNSs) such as Facebook, Twitter, Instagram, YouTube, Snapchat, LinkedIn, Pinterest, Tumblr, and Flickr have not. ‧. only attracted millions of users worldwide and indeed minimize the distances and barriers between population across continents. We often define social media as a. y. Nat. sit. platform that not only allow individuals to meet strangers, but enable users to. io. articulate and make visible their social network through simply the construction of. al. er. 2.1. n. a public profile within the system. (Boyd, d. m., & Ellison, N. B. 2007).. Ch. engchi. i n U. v. (2) Social media as the canvas for user-generated content. User-generated content is what flourishes social media. From the personal information you had to enter to create a Facebook account, the friends you have clicked ‘Add Friend’, the video you shared on your wall from BuzzFeed to the simply the games you agreed to share information with – these are all usergenerated content that can further be use to understand and analyze you as an active user in the online world.. 7. DOI:10.6814/NCCU201900572.

(8) 2.2. Social Media Influencers Initially, traditional celebrities have long been used by brands for influencer marketing; however, through times it shows that it has become less influential due to the reason they often create unachievable ideals (Burgess, 2017). Therefore, leading to the emerging trend of social media influencers or key opinion leaders (KOLs). The rising in popularities of incorporating social media into our daily lives have led to the profession so-called social media influencers. Social media influencers are often referred to as the third-party individual with high social status due to their strong social influences (Lu, Li & Liao, 2010) as well as high social influence (Li, Lee & Lien, 2014). Taking upon the definition of an influencer, it is an individual who has the capability and power to create an impact on purchase decisions of others due to his/her fame,. 政治大 media influencers are those whose collaborate with businesses and brands to increase 立 brand awareness and further promote sales by creating advertisement campaigns. expertise and particularly his/her relationship with the targeted audiences. Hence, social. ‧ 國. 學. through various forms of media. Types of Social Media Influencers. ‧ y. Nat. sit. All in all, social media influencers are individuals who have successfully built a. io. reputation and accumulated a substantial amounts of viewers through their activeness. al. er. 2.2.1. n. in creating contents with their knowledge and expertise on a particular topic. The. Ch. i n U. v. majority of the influencers can be categorized and fit into the categories as listed.. engchi. Types of Influencers One major issue with incorporating celebrities as influencers is they often lack credibility with the product’s Celebrities. target audience as the audience know that the selected celebrities are paid to do recommend and speak for the brand or product. These are expects who create and publish original content. Content Creators. on one or more media platforms to an active group of audience. Content may be in the form of photos blog posts, vlog, videos, etc.. 8. DOI:10.6814/NCCU201900572.

(9) These experts may include journalists, academics and professional advisors. These individuals are considered to. Experts. have high credibility and high reputation often tied to their work. Micro-influencers are no doubt the future trend of social media marketing. Micro-influencers are fundamentally. Micro-influencers. normal everyday people who have risen to fame and gained a sizeable social media following through publishing content.. Table 2.1 Types of Influencers/KOLs Influence Marketing. 政治大 For the purpose of briefly grasp the concept of how these social media 立 influencers do what they do, the process has been simplified to the following flow chart. 學. ‧ 國. Generate Content. ‧. Social media influencers review products or services to create a personal value-added content of it into blog post, photograph or video to share with the audience (subscribers and/or fans of the social media influencer).. io. sit. y. Nat. n. al. er. 2.3. Ch. i n U. Publish Content. engchi. v. Social media influencers share the created content across multiple channels that he/she have been managing, often includes YouTube, Instagram, Facebook, Twitter and Snapchat.. Create Impact As traditional marketing media like TV commercials and radio advertisements are being edged out by the public, these digital marketing medias provide brands to team up with influencers to effectively reach out to the audiences. Figure 2.1: Flow Chart of Social Media Influencers / KOLs Influencer Marketing 9. DOI:10.6814/NCCU201900572.

(10) Consumer Purchase Decision Process In any event, every purchase decision is a conscious and rational decision made after evaluation. Among the diverse theories sharing their comments on the different types of decision-making processes that consumers follow, majority of the theories are relatively similar to the decision-making model by researchers Engel, Blackwell, and Kollat suggests that the consumers go through five major stages: need recognition, information research, pre-purchase alternative evaluation, purchase decision and postpurchase alternative evaluation.. 政治大 Consumer recognizes a problem that needs. 立. Stage 1. Need Recognition. Stage 2. Information Research. Stage 3. Pre-Purchase Alternative Evaluation. to be solved, or a need that needs to satisfy.. 學 Consumer gathers information for possible solutions for the particular problem or need.. Nat. n. Ch. Stage 4. Purchase Decision. Stage 5. Post-Purchase Alternative Evaluation. Consumer compares the solutions based on the criteria that must be meet.. er. io. al. sit. y. ‧. ‧ 國. 2.4. engchi. i n U. v. Consumer comes to conclusion and purchase the selected product or service.. Consumer evaluate whether the product or service solved the problem or fulfilled its need.. Figure 2.2: Purchase Decision Process All in all, it is important to note that this model was introduced when consumers are purchasing products offline, in other words, in physical stores. However, it has also. 10. DOI:10.6814/NCCU201900572.

(11) been stated that consumers do go through a very similar process when buying products through e-commerce (Sakkthivel, 2010). 2.4.1. Need Recognition The first stage of the process is need recognition. In this stage, the consumer will recognize an existing problem that needs to be solve or it can be a desire that seeks to be satisfied. In other words, without the recognition of a need, it wouldn’t be necessary to make a decision. As Engel et al (1995) stated “the perception of a difference between the desired state of affairs and the actual situation sufficient to arouse and activate the decision process”. Hence, need recognition only occurs when consumers identify and notice the difference between their actual current state and the desired ideal state. Actual current state refers to the need recognition due to the current. 政治大 that fails to block out noise during sleep. Desired ideal state refers to the problem and 立 need recognition for something new in the hope to provide a solution. In the example satisfaction caused by the current product or service in use. For instance, a set of earplug. ‧ 國. 學. provided, the solution is to opt for a pair of earplug that gets the job done – noise cancellation to increase sleeping quality. The recognition generally occurs when the. ‧. consumer’s state of mind is stimulated by internal or external factors. As an example, an internal stimulus is when consumer is feeling hungry or thirsty, while on the other. y. Nat. sit. hand, an external stimulus is when the consumer is exposed to a food commercial and. n. al. er. io. further creates the feeling of wanting to consume food. 2.4.2. Information Research. Ch. engchi. i n U. v. The second stage is information search. As the consumer recognized a need and/or a problem to be fulfill, the consumer will search for information or methods to satisfy this particular need. It is important to note that the process of information research can further be categorized into internal search and external search.. 11. DOI:10.6814/NCCU201900572.

(12) Need Recognition Determinants of Internal Search: 1. Existing knowledge 2. Confidence in existing knowledge 3. Satisfaction with prior purchase 4. Ability to retrieve stored knowledge. Internal Search. Was internal search successful?. Yes. Undertake External Search. Cite: Consumer Behavior 10th Edition, Blackwell, Miniard Engel. ‧. ‧ 國. 立. 政治大學. Proceed with Decision. No. io. sit. y. Nat. Figure 2.3: Consumers’ Purchase Behavior. er. Internal search refers to the previous experiences with a product a consumer has. al. n. iv n C sources including mass media, h public e n sources g c h ior Ueven personal network. When the. stored in its memory while external search refers to the information obtain from outside consumer does external search, the information gather will most likely be compared with the existing information from past experiences. Nowadays, the digital world has changed the method we have been searching for information for decades and severely shifted our attention from marketed information to user-generated and non-marketing content. Despite the basic function of social media that allows us to remain in contact and connect with our friends and families, it also serves as a vital search channels for consumer to read reviews about certain products or services posted by social media influencers or among friend circles. Social media influences shopping behaviors in all age groups, but especially the younger generations.. 12. DOI:10.6814/NCCU201900572.

(13) 2.4.3. Pre-Purchase Alternative Evaluation As consumer progress to this stage, consumers will most likely have a list of products or services from certain brands along with a scale of attribute to further evaluate which of those has the ability in delivering the benefit that they are seeking. This particular list of products or services are also known as a consideration set or the evoked set. Many would claim this is the critical stage for marketers to invest in effort and time to promote the attributes of the product or service they offer in the hope to win the favor of the consumers. Upon various methods of evaluation, the consumers would most likely evaluate all alternatives in terms of not only functional, but also psychological benefits that the products or services offer. Purchase Decision. 立. 學. ‧ 國. 2.4.4. 政治大. After evaluation, the consumer may form an intention to purchase the most preferred product or brand among the consideration set. However, according to Phillip. ‧. Kotler, Keller, Koshy and Jha (2009), this final purchase decision can be effected and disrupted by two major factors including negative feedbacks from people in the. y. Nat. sit. consumers’ social circle or an unexpected situation. As stated, negative feedback. al. er. io. received from peers or family members can drastically influence personal preference. n. as consumers are forced to comply or accept the given feedback. In order word, even if. Ch. i n U. v. the consumer had already set an eye on Product A from the consideration set, but as a. engchi. close friend of the consumer made a negative comment on Product A, the consumer may immediately change their mind and re-undergo the evaluation process to choose another product. Furthermore, if consumer fail to determine the specific product or service one would like to purchase, they may decide to postpone the purchase to the near or far future as alternatives. 2.4.5. Post-Purchase Alternative Evaluation This is the final step of the consumers’ purchase decision making process as well the beginning of another purchase. The purchase of one item may lead to the purchase of another and the primary reason is in this stage. After acquiring the product or service, consumers will assess whether they are satisfied or dissatisfied with this 13. DOI:10.6814/NCCU201900572.

(14) purchase. The satisfaction gains from the purchase as well as the contentment in resolving the former problem will effect whether the consumer will further develop loyalty to the brand and consider products within the brand range. In addition, the consumers’ experience can also influence the purchase decision of others as they may become the external search channel of other consumers that share interests in this particular product or service. A common phenomenon of buyer’s remorse that consumers may experience in this stage is known as cognitive dissonance. To put it differently, it is the psychological tension or anxiety that they experience and when the consumers begin to question themselves regarding whether they have made the right decision. Hence, it is The Rise of Celebrity Endorsements. 政治大 The celebrity endorsement is a method of brand communication in which the 立 chosen celebrity acts as the brand’s spokesperson in the public. In a way the celebrity 學. ‧ 國. 2.5. also certifies the brands’ beliefs and products by utilizing their popularities, characteristics, personalities and statuses in the society. Though ads and celebrity. ‧. endorsements are view as passive methods in delivering brand messages to consumers, and many would deny that their purchase decisions are influenced by celebrity. y. Nat. al. n. The Influence of Celebrity Endorsements. Ch. engchi. er. io. 2.5.1. sit. endorsements; however, there is substantial evidence that indicates otherwise.. i n U. v. Among all age of consumers, a study conducted by the Wavemaker (previously known as MEC) in 2010 shows that consumers within the age range of 18 to 34 years old are more likely to undergo a purchase decision under the influence of celebrity endorsement than mature consumers. This study had surveyed over 24,000 consumers in 25 countries worldwide discovered that 30% of the respondents within the age range of 18 to 24 admit that they are open to try a product or service simply because its promoted by an admired celebrity regardless if the respondents recognize the brands or products. In comparison, less than half or about 14% of the respondents within the age range of 35 to 54 would have made the purchase. The researchers noticed an interesting finding in the study is that as high as 53% of the respondents have trouble making connects of which celebrities are representing which brands unless the products or. 14. DOI:10.6814/NCCU201900572.

(15) services provided by the brand fall under the product category that they are interested in. In general, the perception of quality in the eyes of the consumers are significantly tied to the image of the celebrity; therefore, celebrity scandals, controversies as well as failures may not only lead to distrust develop towards the endorsed products, but may also further destruct brand image. 2.6. The Rise of Social Influencers One of the major theory behind the success of social media influencers is because the audience, at the first sight, do not perceive social media marketing content as an aggressive marketing method. As a result, they do not react negatively or dodge. 治政大 On the contrary, if the product promote the brand or product and convey the message. 立 is promoted directly, consumer might keep ignoring the message which is typical in the. straight away from it; therefore, giving the content itself window of opportunity to. ‧ 國. The Influence and Contents of Social Media Influencers. ‧. sit. y. Nat. Unlike traditional media, the key difference in the contents of social influencers is that they can customize and tackle their contents accordingly as each social influencer. io. have different readers and followers online. These user generated contents generally. n. al. er. 2.6.1. 學. internet advertising nowadays.. i n U. v. provide one-of-a-kind recommendation, information and guarantee as it is often. Ch. engchi. considered to be more positive and trustworthy. On the other hand, the existence of social influencers may also shorten the time of decision making process as the advertorial contents of these social influencers reduce the effort of consumers of searching for additional information about a specific product or service. Through the existing ‘fan base’ of the social influencers, it gives the brand a higher chance in promoting a product or service as one skip the process of searching for additional information, it decreases the likelihood in coming across negative or unappealing information of the product or service.. 15. DOI:10.6814/NCCU201900572.

(16) 2.6.2. The Change in Evaluation of Products The consumers’ perception of the social influencers’ expertise has a substantial effect on the evaluation of products or services. If a social influencer is perceived and believed to be an expert in the user generated content of a certain product or service, the higher the probability that the provided content will be convey and adopt by the consumers.. 2.7. Related Theories and Methodology. 2.7.1. Associative Learning Theory. 治政 This theory proposes that there can be a transfer 大 of meaning from the celebrity 立 endorses whereas through a variety of repeated exposures to the brand that the celebrity ‧ 國. 學. on media and advertisements, consumers can learn to connect the attributes of the celebrity with the commercial brand. Under many circumstances, celebrity. ‧. endorsements may not be as effective because their consumer capital is not solely dependent on their fame, but also depends on the celebrity’s personal brand attributes. sit. y. Nat. being relevant to the type of image that a commercial brand seeks to create or in most. io. n. al. er. cases already has among consumers’ perceptions (Gunter, 2014). 2.7.2. The Meaning Transfer Model. Ch. engchi. i n U. v. Tracing back to the primary purpose of any type of brand endorsements, one of the main goal is to utilizes the process where the attributes associated with the celebrity are further connected and transferred to the brand they are hired to represent. Brands and sponsors seek to increase consumers’ awareness as well as liking their brands. To achieve this end goal, the specific attributes have to not only be successfully transfer from the celebrity to the commercial brand, but also that these attributes must be those that are relevant to the advertised product or service. According to Grand McCracken, famous people are not usually defined by a single attribute (McCracken, 1989). There are definitely a variety of features, including their gender, age, social status, talents, occupations, and any special abilities that they. 16. DOI:10.6814/NCCU201900572.

(17) are well-known for. For most renowned brands, their brand images are firmly conditioned in the minds of consumers; therefore, brand endorsers will be judged on all aspects whether they are a good fit for the products or services they are representing. 2.7.3. Balance Theory This theory examines the relations and connections between individuals. Philosopher Heider (1946) proposed that individuals seek balance throughout all their relationships. He also stated that a person’s attitudes towards another person or entity may further influence another person’s attitudes. In his words, he explained the balanced state as: “In the case of two entities, a balance state exists if the relation between the entities is positive (or negative) in all respects. In the case of three entities,. 政治大 negative and one positive”. The state of balance may be shown as diagram as below. 立 Scenario 1. Person C. n. er. io. al. sit. + Ch. y. +. Nat. +. ‧. Person B. Person A. engchi. i n U. v. Scenario 2. Scenario 3. Consumer. Celebrity. + Brand. 學. ‧ 國. a balance state exists if all three relations are positive in all respects or if two are. -. + +. Consumer. Advertisements. + -. Advertisements. Figure 2.4: Balance Theory Scenarios. 17. DOI:10.6814/NCCU201900572.

(18) In Scenario 1, a triad relationship is seen between two individuals. If person A has positive relationship with person B, and person B has a positive relationship with person C, then we can expect person A to develop a positive relationship person C. Following similar explanation while replacing the individuals into consumer, brand, and advertisement; if a consumer has a positive relationship with a brand, then we can expect the consumer to have a positive reaction to the advertisement as well as the product of this particular brand (Scenario 2). On the contrary, if the consumer has a negative relationship with the brand, then we can expect he/she to have a negative impression to the advertisement and the product. Furthermore, when a consumer has a positive relationship with the selected celebrity or KOL, then we can expect the consumer to have a positive relationship with. 政治大 endorser has a positive relationship with the advertisement, but the consumer has 立 undesirable impression of the selected endorser, it will most likely cause the consumer 學. ‧ 國. the advertisement and endorsed product. Under some circumstance, despite the fact that. to develop a negative relationship to the advertisement as shown in Scenario 3 as two negative and one positive relationships in the triad.. ‧. iv n C combination ofh both researchi methods eng ch U n. Using a. sit. y. al. er. Qualitative and Quantitative Research. io. 3.1. Nat. 3 Empirical Research. to collect qualitative and. quantitative data can further improve the evaluation of a topic by ensuring that the limitations of one type of data are balanced by another. This can also ensure that the understanding of the topic is improved by integrating various ways of knowing. In this study, survey and in-depth interviews will be conducted to gather data. 3.2. The Survey In order to gain an empirical insight into the effects of consumer perception in leveraging celebrity and social media influencers, survey questionnaires were distributed via several social media channels including Facebook, Line and WeChat for data collection. There will also be an outline as to the true nature of the study stated clearly before the respondents start filling out responses for the survey. 18. DOI:10.6814/NCCU201900572.

(19) The questionnaire will be divided into three main sections: namely part one, two and three. The first part of the survey will be a series of questions focuses mainly on the respondents’ background as well as their familiarities to celebrity and social media influencers particularly in cosmetics aspects. The second part of the questionnaire, respondents will have to respond to a series of advertisements whereas they will choose the best fit attributes. All the advertisements in part two will be those endorsed by renowned celebrities. Lastly, the third part of the questionnaire is under the same format as the previous part whereas the advertisements are featuring social media influencers instead. Among the advertisements showed for staring celebrities or social media. 政治大 price estimation. On the second half, respondents will have to select best fit product 立 features. The attributes selected for this study are mainly separated into four categories: influencers, for the first half of both sections, respondents will have to select a best fit. ‧ 國. 學. price range, color pigmentation, product packaging delicacy, and the channels where the products may be purchased from. All the brand logos and taglines will be. ‧. photoshopped, leaving the advertisements starring only the endorser and the endorsed products. The celebrities featuring these advertisements are selected based on their. y. Nat. sit. popularities among Taiwanese including: (1) Jennifer Lawrence, an actress from. al. er. io. Hollywood, (2) Julia Roberts, an actress from Hollywood, (3) Cara Delevingne, a. n. fashion supermodel from Storm, (4) Fan Bing Bing, an actress from Mainland China,. Ch. i n U. v. (5) Rainie Yang, a singer from Taiwan, (6) Dee Hsu, a show host from Taiwan. On the. engchi. other hand, the social media influencers selected are those that are well known for their presences and expertise in the fashion and cosmetics industries including: (1) Angelina, (2) Molly Chiang, (3) Cleo Chien, (4) Alice Chang. The survey is limited to female students from university and graduate school students. The survey was distributed over 5 days via online. An short but detailed explanation was written before the actual survey questionnaires for respondents understanding the purpose of the survey and that their participation was entirely voluntary.. 19. DOI:10.6814/NCCU201900572.

(20) The Interviews In addition to distributing surveys, in-depth interviews will also be conducted in the hope to provide supplementary insights for this study regarding the differences in consumer perception regarding celebrity and KOL endorsers. Three interviews will be conducted among professionals from various fields in the public relations and event planning industries. Furthermore, the author aims to provide not only first-hand insights from respondents, but also to share the essence of their experiences and knowledges these experts have acquired over the course of their careers. Interview Personnel #1 John (Alias), 48 years old: A senior event planner with over 20 years of event planning experience. For his work,. 政治大 choosing locations, hiring caterers, arrange entertainment shows, and other vendors. 立. he does everything involve in making sure events would go smoothly including. 學. ‧ 國. Interview Personnel #2 Amelia (Alias), 52 years old:. A senior public relation manager with over 30 years of public relation experience. For. ‧. her work, she is responsible for handling all aspects of planned publicity campaigns and public relation activities including writing and producing press releases to. y. Nat. io. exhibitions, etc.. sit. organizing promotional events such as press conferences, open days, product launches,. n. al. er. 3.3. Ch. i n U. Interview Personnel #3 Beatrice (Alias), 42, years old:. engchi. v. A senior marketing specialist with over 15 years of marketing experience specifically in cosmetic and commodities industries. For her work, she conducts market research to find answers about consumer requirements, habits and trends. Furthermore, she also assists in outbound or inbound marketing activities.. 20. DOI:10.6814/NCCU201900572.

(21) 4 Results Analysis 1. Population Age Group Distribution. 18-22. 65.80%. 22-25. 25-30. 30+. 26.70%. 6.80%. 0.70%. 立. 政治大學. ‧ 國. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%. Table 4.1. ‧. The population age group consisted of approximately two-thirds (65.8%). sit. y. Nat. Generation-Z female and approximately one-third (33.5%) Generation-Y so called “millennials” female population, of which six percent comprises of twenty-five to thirty. io. n. al. er. year old. Ages thirty and above comprises less than one percent population of this. i n U. v. survey. Survey population size is 150 with four invalid responses.. Ch. engchi. 21. DOI:10.6814/NCCU201900572.

(22) 2. Population Occupation Distribution. College. 66.40%. Grad School. 30.10%. Student/Full-Time Employee. 3.40%. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%. 4.2 政Table治大. 立. Two-thirds of the survey population were aged eighteen to twenty-two, which. ‧ 國. 學. resulted in near all college level student occupations. Graduate school students accounted for thirty percent of total population, slightly higher than subsequent age. ‧. group twenty-two to twenty-five; most likely been caused by wider span of graduate. io. al. n. 3. Population Income Distribution. Ch. Under 20K 20-30K. y. er. withholding full-time employment status simultaneously.. sit. Nat. school age enrollment. 3.4 percent of survey population were graduate school students. engchi. i n U. v. 95.20%. 2.70%. Above 50K. 0.70%. 40-50K. 0.70%. 30-40K. 0.70%. 0.00%. 20.00%. 40.00%. 60.00%. 80.00%. 100.00%. Table 4.3. 22. DOI:10.6814/NCCU201900572.

(23) 95.2 percent survey population had income lower than 20K New Taiwan Dollars, with 2.7 percent population receiving income between 20K to 30K. Income of and greater than 30K comprises of 2.1 percent of total population. This large income imbalance is mainly due to survey population age distribution, with 92.6 percent population being students with no full-time income, hence receiving less than the minimum wage of Taiwan. The remaining 2 percent of income at 40K of higher is closer to the average national wage. Income distribution levels is directly related to one’s purchasing power and will influence the results of this review. In-depth analysis of income-purchase decision-making relations will be discussed further in this review. 4. Population Distribution Following Social Media Influencers and/or KOL (Key Opinion Leaders). 政治大. 立 ‧ 國 n. al. 20.00%. sit. 21.20%. er. io 0.00%. y. ‧. Nat. No. 78.80%. 學. Yes. iv 60.00% n 80.00% C40.00% hengchi U. 100.00%. Table 4.4. More than three quarters of population uses social media tools to follow social media influencers and KOLs which includes, but is not limited to, celebrities, fashiongurus, and bloggers. Approximately one fifth population does not follow social media influencers or KOLs. This percentage is quite high as research shows 93 per cent of eighteen to twenty-nine-year-old Taiwanese uses social media tools Facebook and Instagram on a regular daily basis. However, respondents of “no” is also highly doubtable, as it is increasingly impossible for any social media user to completely not see posts from Social Media Influencers and/or KOLs regardless if the user is an active follower of the two.. 23. DOI:10.6814/NCCU201900572.

(24) 5. Frequency of Which Respondents Check for Updates on Social Influencers and/or KOL; In Response to “Yes” Respondents of Question 4. Several Times/Day. 34.80%. Once/Day. 24.30%. Once/2-3 Days. 19.10%. Once/5+ Days. 15.70%. Once/4-5Days. 6.10%. 政治大. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%. 立. Table 4.5. ‧ 國. 學. More than one-third of respondents check their followed Social Media. ‧. Influencers and/or KOL more than once per day. Approximately one-fourth of respondents checked for updates once per day. These two groups totaling. sit. y. Nat. approximately 60 percent may be regarded as “high-frequency update checking” since Social Media Influencers and/or KOL have lengthier update frequencies. The average. io. n. al. er. time spent on Social Media platforms in Taiwan per person, per day is 122 minutes,. i n U. v. which may help explain the high percentage mentioned above.. Ch. engchi. 24. DOI:10.6814/NCCU201900572.

(25) 6. Main Reasons for Following Social Media Influencers and/or KOLs (Multiple selections are accepted). As hobby and to kill time. 100. To search for unboxing article or video of products I’m interested in To understand the most up-to-date trend and hot topics. 69 54. To gain more knowledge. 27. Find it a way to relax. 1. Friends with the social media influencer. 1. 1 政治大 0 20 40 60. Ads on Facebook. 立. 80. 100. 120. Table 4.6. ‧ 國. 學. 100 of 115 respondents whom follow Social Media Influencers and/or KOLs,. ‧. accounting for 87 percent, do so as a casual hobby. As an increasing number of Social Media Influencers shape their topics to wider scopes and not only focusing on their. y. Nat. sit. original focused topic, “life-styles” have become a major trend in portraying these. al. er. io. Influencer’s attitudes to appeal to broader audiences. Hence may explain how this. n. increases the time spent on Influencer social material by common audiences. 69 of 115. Ch. i n U. v. respondents, accounting for 60 percent, uses this as a means to search for new product. engchi. unboxing experiences. The same product may be reviewed multiple times by different Influencers, however, various styles and attitudes of unboxing experiences appeal to different audiences as well, which may explain why this is the top second reason. 54 of 115 respondents, accounting for 47 percent, uses this to learn about the most up-to-date events and products of the season. The combination of leisure (social media browsing) and learning about the newest trends is perhaps the reason this accounts for such high percentage. An increasing number of businesses utilizes this channel to optimize awareness on updates and therefore cooperates with Social Media Influencers to do so.. 25. DOI:10.6814/NCCU201900572.

(26) 7. Main Reasons for Not Following Social Media Influencers and/or KOLs (Multiple selections accepted). I do not have this habit/hobby. 28. I feel like it is very time consuming. 18. I’m not familiar with social media influences. 11. I’m not a fan of sponsored post. 立. 10. 政0 治 5 10 大15. 20. 25. 30. Table 4.7. ‧ 國. 學. 28 of 31 respondents, 90.3 percent, whom do not follow Social Media. ‧. Influencers and/or KOL, have no interest in this area and therefore uses social media platforms for other purposes. 18 of 31 respondents, 58.1 percent, considers this activity. sit. y. Nat. as time consuming. This however may be biased due to the fact that a user may have been uninterested in this topic or influencer, causing the user to view this activity as. io. n. al. er. time-consuming. 11 of 31 respondents, 35.5 percent, and 10 of 31 respondents, 32.3. i n U. v. percent, responded either being unfamiliar with influencers or does not support. Ch. engchi. sponsored social material or paid ads.. 26. DOI:10.6814/NCCU201900572.

(27) 8. Positive Influences of Social Media Influencers and/or KOLs (Multiple selections accepted). As a new hobby to kill time. 105. It allows consumers and audiences to acquire knowledge and…. 103. It creates new trend and generate new topics. 92. It helps brand deliver their messages to consumers I do not think there is any positive influence. 1. 政治大 0 20 40 60 Table 4.8. 80. 100 120. 學. ‧ 國. 立. 82. 105 of 146 respondents, 72 percent, viewed Social Media Influencers as a new. ‧. hobby and overall positive effect on daily life. This itself is an arguable topic to some. y. Nat. however, is not the focus of this study and therefore will be viewed as valid. 103 of 146. sit. respondents, 70.6 percent, perceived Influencers as positive channels of new. n. al. er. io. information. This may be due to the highly-saturated advertisements market in the. iv n C traditional of business h e n gmeans chi U. modern world, and consumers will be more inclined to Influencers, and a sense of “belonging” compared to. branding or product. communication. 92 of 146 respondents, 63 percent, believes it generates new topics and set future trends as a positive effect. It is important to note that trend-setting is deeply intertwined in each domestic culture and by embedding business’ marketing campaigns with influencers and/or KOL, trend-setting can be a major positive means for a whole market to shift in any direction. A similar view can also be seen, as 82 of 146 correspondents responded positively for receiving product messages from brands.. 27. DOI:10.6814/NCCU201900572.

(28) 9. Negative Influences of Social Media Influencers and/or KOLs (Multiple selections accepted). It may cause these influencers and KOL to exaggerate the benefits of products in sponsored posts.. 125. It may cause audiences to blindly follow these influencers and KOL.. 103. It may cause confusions as each influencer/KOL may be promoting several products from various…. 88. I do not think there is any negative influence.. 政治大 0 20 40 60. 80 100 120 140. 學. Table 4.9. ‧ 國. 立. 1. 125 of 146 respondents, 85.6 percent, viewed influencer marketing as negative. ‧. impact, especially on the grounds of false or misleading information regarding a. y. Nat. product. One of the setbacks of influencers is indeed low information transparency as. sit. influencers tend to trigger emotional product reviews and less on actual effects, data,. er. io. or research. There is also a fine line between what is viewed as paid promotion and. al. n. iv n C law regulates such activity. On h the other hand, 103 e n g c h i Uof 146, 70.5 percent respondents. authentic reviews as often times nowadays it can be hard to tell, and also no existing believe rather than doubting the authenticity of influencer reviews, a majority of consumers may blindly follower influencers. However, one can argue this has been the case as far as the word “celebrity” has been invented, and practically everything endorsed by famous individuals may be categorized as “influencer-marketing”. It goes without saying that celebrity branding is a multibillion-dollar market, such as the historically high advertising contract between singer Beyoncé and Pepsi for 50 million USD in 2012, and Pepsi’s stock having doubled since the campaign started. The remaining 60.3 percent respondents reported confusion amongst different influencers as the influencer market saturates rapidly.. 28. DOI:10.6814/NCCU201900572.

(29) 10. Product Purchase Decision Influenced by Social Media Influencer and/or KOLs (Multiple selections accepted) Cosmetics/Make-Up. 82. No, I have not. 44. Food products. 43. Clothes. 24. Daily essentials/commodities. 20. 3C Electronics. 6. Houseware Electronics. 2 0. 立. 政治大 Table 4.10. 10. 20. 30. 40. 50. 60. 70. 80. 90. ‧ 國. 學. 82 of 146 respondents, 56.2 percent, responded being influenced by Social Media Influencers during the purchases of cosmetic products. Three reasons may be. ‧. directly related to the reason why cosmetic product have a greater presence and. y. Nat. importance compared to other products in the influencer market. Firstly, cosmetic. sit. products average cheaper in price than other products per piece, giving the market a. n. al. er. io. diverse and vast variation of possibilities. Secondly, combined with a lower average. iv n C different of expertise among h e nareas gchi U. price, cosmetic products also include various segments such as make-up, care-products, and consumables, creating. influencers. Lastly,. cosmetics change with seasons and months, hence the cycle is live and continuously dynamic, always giving influencers ever-lasting new updates. 44 of 146 respondents, 30.1 percent, responded having not been impacted in anyway by influencers in the decision-making process of product purchasing. This could easily be biased as consumers may also be influenced by influencers into “not” purchasing a product, or avoiding a product/brand altogether if influencers choose to portray negative images of such. The remaining product distribution including food, clothes, daily essentials, and electronics account for less than one-third of total respondents, but still may represent a large market in terms of purchasing power such as electronics.. 29. DOI:10.6814/NCCU201900572.

(30) 11. Average Price of Product Purchased Influenced by Social Media Influencers and/or KOLs. Under 500. 70.50%. 500-1,000 1,001-2,000. 21.20% 6.20%. 2,001-3,000. 1.40%. Above 3,000. 0.70%. 政治大 Table 4.11. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%. 立 ‧ 國. 學. The majority of products purchased that were influenced by influencers and/or KOL average around NT$ 500 per piece, indicating that these products are more. ‧. pointed towards daily essentials or frequently changing products, such as clothing, which often have lower price tags. Commodities such as household electronics are. Nat. sit. y. mostly in the higher price ranges (< NT$ 1,000) therefore may or may not be heavily. er. io. involved by influencers. One can also conclude that lower priced items may be triggered easily by influencers’ reviews whereas higher priced items tend to trigger. n. al. Ch. i n U. v. logical thinking and therefore are not heavily reliant on only Social Media Influencers.. engchi. However, this data cannot conclude that higher priced items, such as phones, cars, or real-estate are not influenced by influencers, which is often purchased a greatly lower frequency.. 30. DOI:10.6814/NCCU201900572.

(31) 12. The habit of using cosmetic products. Yes. 74.40%. No. 25.60%. 政治大 Table 4.12. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%. 學. ‧ 國. 立. 13. The frequency the respondent wear makeup. ‧ sit. 42.20%. 34.30%. n. al. er. io. Everyday. y. Nat. Several Times/Week. Once/Week. Once/Month 0.00%. Ch. n engchi U. iv. 14.70%. 8.80% 10.00% 20.00% 30.00% 40.00% 50.00%. Table 4.13. 31. DOI:10.6814/NCCU201900572.

(32) 14. Cosmetic Products Purchase Decision Influenced by Social Media Influencers or KOLs. Yes. 70.80%. No. 29.20%. 政治大 Table 4.14. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%. 立 ‧ 國. 學. More than two-thirds of respondents have been or are influenced by Social Media Influencers during the process of purchasing cosmetics. This not only is most. ‧. vivid in the 21st century with the introduction of video platforms such as YouTube and. y. Nat. Instagram, where cosmetic brands are no longer just endorsed by a celebrity, but often. sit. gain greater traction through local influencers. This perhaps is largely due to the vital. er. io. role of local influencers being able to relate to each market’s local population closer. al. iv n C to different skin types, ages, purpose, price range, and hen i U etc., that influencers may choose h c g a specific area and only relate to those audiences. n. than that of a single celebrity. It is also perhaps the varying suitability of cosmetics due. 32. DOI:10.6814/NCCU201900572.

(33) 15. Reasons for Purchases of Cosmetics Influenced by Social Media Influencers and/or KOLs (Multiple selections accepted). The sponsored post triggered my desire to try out the product.. 69. I believe the product recommended by this social media influencer/KOL will be a…. 44. The recommended product just happened to be from my favorite cosmetic brand.. 34. I’m a fan of this social media influencer/KOL. A friend recommended this social media influencer/KOL.. 1. 政治大 0 10 20 30. 40. 50. 60. 70. 80. 學. Table 4.15. ‧ 國. 立. 24. 69 of 146 respondents, 47.3 percent, responded to Social Media Influencers. ‧. affecting their purchasing decisions of cosmetics through simply a trigger of interest. y. Nat. into trying out the product. This is may be an argument for rational-irrational shopping. sit. habits, as the involved emotions of “buying” are usually complex and exact reason. er. io. unattainable. 44 of 146 respondents, 30.1 percent, believed products recommended by. al. n. iv n C the given influencer’s image andhthus rely heavily on e n g c h i U the trust itself. Well-known food. influencers were of high value. This in turn means that the consumer has deep trust in critics have similar appeals to consumers in that the truthfulness of products/foods reviews are most vital and if once lost, is rarely fixable. 34 of 146 respondents, or approximately a quarter of consumers responded having a coincidence between the endorsed brand and self-interest of a brand.. 33. DOI:10.6814/NCCU201900572.

(34) 16. Reasons of Not Purchasing Product Endorsed by Social Media Influencers or KOLs (Multiple selections are accepted). I’m not interested in the product. / I do not have a demand for this product.. 28. I prefer to conduct my own research when it comes to selecting and purchasing products.. 25. I do not find it credible as it is a sponsored post.. 政治大 0 5 10 15. 20. 25. 30. 學. Table 4.16. ‧ 國. 立. 21. Of the remaining respondents from the previous question above whom. ‧. expressed that they were not influenced by Social Media Influencers into making. y. Nat. successful purchases for cosmetics, the majority reason was due to a lack of demand. sit. for the product itself and hence does not prove to be linked with influencer effects. The. er. io. second top reason is the consumer being used to conducting product research on their. al. n. iv n C influencers and not plain science. possible reason is due to consumers being hThe e nleast gchi U own basis which may prove itself biased if the research involves material created by biased against products endorsed by influencers and labeling so as inferior or unworthy. products. This reason has increasingly become an issue as an increasing number of products are being sponsored by influencers of all magnitudes, from local individuals to international celebrities.. 34. DOI:10.6814/NCCU201900572.

(35) 17. Please take a close look at the following ad and select the best fit price range for the promoted product in the ad. Products shown in each advertisement are different.. 1-1.5K. 43.20%. 1.5-2K. 27.40%. <1K. 12.30%. 2-3K. 11%. 3K+. 6.20%. 0.00%. 治政 20.00% 30.00% 大 40.00%. 10.00%. 立. 50.00%. 學. ‧ 國. Product Name: Dior Addict Liquid Lipstick Market Price: NT$ 1,100. Table 4.17: Advertisement A (Celebrity). ‧. n. al. 40.40%. er. io. sit. y. Nat 1.5-2K 2-3K. Ch. i 25.30% U n engchi. 1-1.5K. 22.60%. 3K+ <1K 0.00%. v. 9.60% 2.10% 10.00%. 20.00%. 30.00%. 40.00%. 50.00%. Product Name: Lancôme Tient Miracle Foundation Market Price: NT$ 2,000 Table 4.18: Advertisement B (Celebrity). 35. DOI:10.6814/NCCU201900572.

(36) <1K. 52.70%. 1-1.5K. 22.60%. 1.5-2K. 16.40%. 2-3K. 5.50%. 3K+. 2.70%. 0.00%. 10.00%. 20.00%. 30.00%. 40.00%. 50.00%. 60.00%. Product Name: Rimmel Scandaleyes Mascara. 政治大 Table 立4.19: Advertisement C (Celebrity) Market Price: NT$ 199. ‧ 國. ‧. 76.70%. y. Nat. 1-1.5K. 2-3K. 0.70%. 3K+. 0.70%. 0.00%. er. al. n. 0.70%. sit. 15.80%. io. 1.5-2K. 學. <1K. 20.00%. Ch. engchi. 40.00%. 60.00%. i n U. v. 80.00%. 100.00%. Product Name: Dior Addict Liquid Lipstick Market Price: NT$ 1,100 Table 4.20: Advertisement D (Social Media Influencer). 36. DOI:10.6814/NCCU201900572.

(37) <1K. 54.80%. 1-1.5K. 34.90%. 1.5-2K. 8.20%. 2-3K. 2.10%. 3K+. 0% 0%. 10%. 20%. 30%. 40%. 50%. 60%. Product Name: Chanel Healthy Glow Foundation. 政治大 Table 4.21: 立Advertisement E (Social Media Influencer) Market Price: NT 1,990. ‧. ‧ 國. 學 sit. n. al. er. io. 1-1.5K. y. Nat. 1.5-2K. 2-3K. Ch. engchi. <1K. 28.10% 26.70%. iv n 20.50% U. 17.80%. 3K+. 6.80%. 0.00%. 5.00%. 10.00%. 15.00%. 20.00%. 25.00%. 30.00%. Product Name: 1028 Hook Mascara Market Price: NT$ 390 Table 4.22: Advertisement F (Social Media Influencer). 37. DOI:10.6814/NCCU201900572.

(38) 18. Please take a close look at the following ad and select the best fit feature or quality for the promoted product in the ad.. Very pigmented. 111. Expensive. 89. Delicate packaging. 84. Easy to purchase it from various channel. 56. Limited product and difficult to acquire. 30. Affordable price. 25. 政治6 大 0 20 40. Not so pigmented. 立. 60. 80. 100. 120. ‧ 國. 學. Product Name: Guerlain #77 Geraldine Lipstick Market Price: NT$ 1,700. Table 4.23: Advertisement 1 (Celebrity). y. ‧. Nat. io. n. Ch. 83. er. Easy to purchase it from various channel. al. 84. sit. Expensive. Very pigmented. engchi. i n U. v. 71. Not so pigmented Limited product and difficult to acquire. 70 35. Affordable price. 11. Delicate packaging. 5 0. 20. 40. 60. 80. 100. Product Name: Shu Uemura Lightbulb Fluid Foundation Market Price: NT$ 1,600 Table 4.24: Advertisement 2 (Celebrity). 38. DOI:10.6814/NCCU201900572.

(39) Expensive. 103. Easy to purchase it from various channel. 88. Very pigmented. 54. Not so pigmented. 31. Limited product and difficult to acquire. 22. Affordable price. 20. Delicate packaging. 8 0. 20. 40. 60. 80. 100. 120. Product Name: 1028 Miracle Mascara. 政治大 Table立 4.25: Advertisement 3 (Celebrity) Market Price: NT$ 399. ‧. 96. y. ‧ 國. 學. Nat. Very pigmented. Easy to purchase it from various channel. er. io. sit. 63. Affordable price. n. al. Ch. n engchi U. Delicate packaging. Expensive Not so pigmented. iv. 57. 53 53. 25. Limited product and difficult to acquire. 11 0. 20. 40. 60. 80. 100. 120. Product Name: Bobbi Brown Milly Wow Limited Edition Lipstick Market Price: NT$ 1,050 Table 4.26: Advertisement 4 (Social Media Influencer). 39. DOI:10.6814/NCCU201900572.

(40) Affordable price. 107. Easy to purchase it from various channel. 88. Very pigmented. 37. Not so pigmented. 28. Delicate packaging. 12. Expensive. 12. Limited product and difficult to acquire. 7 0. 20. 40. 60. 80. 100. 120. Product Name: Chanel Whitening Makeup Base. 政治大 Table 4.27: Advertisement 5 (Social Media Influencer) 立學 ‧. ‧ 國. Market Price: NT$ 1,560. 87. y. Nat. Very pigmented. er. io. Delicate packaging. n. al. Ch. 78. sit. Affordable price. n engchi U. Easy to purchase it from various channel. Expensive. iv. 69 61. 36. Limited product and difficult to acquire. 13. Not so pigmented. 10 0. 20. 40. 60. 80. 100. Product Name: L’Oreal Infallible Les Chocolats Liquid Lipstick Market Price: NT$ 400 Table 4.28: Advertisement 6 (Social Media Influencer). 40. DOI:10.6814/NCCU201900572.

(41) Ads Ad A Ad B Ad C. Endorser. Brand /. Product. Top. 2nd. (Celebrity / KOL). Product Name. Price. Voted Price. Voted Price. 1 – 1.5K. 1.5 – 2K. (43.20 %). (27.40 %). 1.5 – 2K. 2 – 3K. (40.40 %). (25.30 %). < 1K. 1 – 1.5K. (52.7%). (22.6%). < 1K. 1 – 1.5. (76.70 %). (15.80 %). < 1K. 1 – 1.5K. (54.80 %). (34.90 %). 1.5 – 2 K. 1 – 1.5K. (28.10 %). (26.70 %). Jennifer Lawrence Julia Roberts Cara Delevingne. Liquid Lipstick Lancôme Tient. Celebrity. Miracle Foundation Rimmel Scandaleyes. Celebrity. Ad D. Angelina. KOL. Ad E. Angelina. KOL. Ad F. Dior Addict. Celebrity. Cleo Chien. Mascara Dior Addict Liquid Lipstick Chanel Healthy Glow Foundation. NT$ 1,100 NT$ 2,000 NT$ 199 NT$ 1,100 NT$ 1,990. 治政 1028 Hook Mascara NT$ 大390 立. KOL. Table 4.29: Compiled Responses for Questionnaire 17. Ad 5. Ad 6. Yang Dee Hsu Molly Chiang. Angelina. Alice Chang. Shu Uemura Lightbulb. NT$ 1,600. a Fluid iv l C Foundation n h1028 e n g c h i UNT$ 399 Miracle Mascara. Delicate Packaging Expensive; Easy to Purchase; Pigmented Expensive; Easy to Purchase; Pigmented. Bobbi Brown Molly KOL. Wow Limited Edition. NT$ 1,050. Lipstick KOL. Chanel Whitening Makeup Base. Chocolats Liquid. Pigmented; Easy to Purchase; Affordable Affordable; Easy to. NT$ 1,560. Purchase; Very Pigmented. L’Oréal Infallible Les KOL. Product Qualities. Pigmented; Expensive;. y. Geraldine Lip Stick. NT$ 1,700. sit. ‧ 國. Celebrity. Price. Guerlain #77. Celebrity Celebrity. Product Name. er. Rainie. Product. ‧. Ad 4. Bing Bing. Brand /. n. Ad 3. Fan. io. Ad 2. (Celebrity / KOL). Nat. Ad 1. Endorser. 學. Ads. NT$ 400. Pigmented; Affordable;. Lipstick. Delicate Packaging. Table 4.30: Compiled Response for Questionnaire 18. 41. DOI:10.6814/NCCU201900572.

(42) Table 4.29 and Table 4.30 are compiled responses for questionnaire 17 and 18. In Table 4.29, Advertisement A, B and C are advertisements starring well known celebrities including Jennifer Lawrence, Julia Roberts and Cara Delevingne. For Advertisement A and B, an average of 61.65% of the respondents evaluated the endorsed products being in the price range of NT$1,000 to NT3,000. For Advertisement D and E, an average of 91.10% of the respondents evaluated the endorsed products being in the price range of less than NT$1,000 to NT$ 1,500. In comparison, we can notice that respondents find the products endorsed by celebrities tend to lean toward the higher price range. However, in Advertisement C, an advertisement starring Cara Delevingne, respondents selected the lowest price range, possibly due to the case this advertisement was a popular paid advertisement embedded in YouTube videos and. 政治大 the advertisements are sponsored posts starring a KOL, Angelina, respondents believe 立 the endorsed products to be drugstore products where in reality both are high-end makeup products from Chanel and Dior.. 學. ‧ 國. respondents recognize the advertisement. Especially in Advertisement D and E where. ‧. In Table 4.30, respondents were asked to select the best fit features they find fit for the advertisements shown. Advertisement 1, 2 and 3 are advertisements starring. y. Nat. sit. well known celebrities including Fan Bing Bing, Rainie Hsu and Dee Hsu (小 S). It is. er. io. fascinating to see how respondents voted all the products endorsed by celebrities to be. al. iv n C cosmetic products. Advertisement U where people may recognize the h e3 isnagclassic icase h c celebrity in the advertisement, but not necessarily the endorsed product as the presented n. not only products where colors are pigmented, but are also considered as expensive. drugstore cosmetic brand is relatively a young brand in comparison to the others. The endorsed product in Advertisement 3 is from a drugstore cosmetic brand made in Taiwan, 1028 Visual Therapy, that was founded in the early 2008. On the other end, in Advertisement 4, 5 and 6, respondents believe the endorsed products to be also pigmented, but considered as cosmetic products to be more affordable.. 42. DOI:10.6814/NCCU201900572.

(43) 5 Interview Summary The interviews were conducted in Mandarin and were later translated into English for the purpose of this study. Below are summary of the interviews whereas the content are discussed based on some guiding questions designed by the writer. John (alias), senior event planner: •. Using this tender event as an example, our targeted audience has a fairly large range from 8 to 80 years old, but of course we would want to focus mainly on adults with strong purchasing power; therefore, we would choose our celebrity that would attract these people. Further, when celebrities decide which event to attend, they will also cogitate on how much exposure they are getting from being part of this. 政治大. event. Hence, there are indeed cases where the celebrities would actually accept. 立. being paid lower than standard if they can achieve valuable exposures. Majority of the brands that I have worked with to create physical events, so the. ‧ 國. 學. •. likelihood of clients picking social media influencers over celebrities are rather low. In my perspective, I find these influencers to be more of an asset when they are. ‧. doing their magic in cyber events.. Celebrities are more professionally trained in a sense. Basically, celebrities are. y. Nat. •. io. sit. trained to behave a certain way in front of audience or when interact with their fans.. er. Unless the specific social media influencers have been famous for quite some time. al. n. iv n C h ecelebrities I would pick collaborating with i Usocial media influencers in any day n g c hover. and they have had more experiences in involving in public events, or else personally, because at the very least, it is relatively easy for us to anticipate the reactions and feedbacks we would achieve when we choose celebrities. •. Many would argue that in general brands that choose superstar celebrities to be their commercial endorsers, the price of the products or services are relatively high; however, in my opinion, that not necessary the definite case. For instance, Watsons Taiwan have been incorporating celebrities in their marketing campaign for years, but I believe that majority of the public does not consider Watsons to be a go-to for luxury goods. Therefore, I do not support the stereotypical beliefs that the products that are endorsed by celebrities will indeed be higher priced in comparison to those endorsed by social influencers.. 43. DOI:10.6814/NCCU201900572.

(44) Amelia (alias), senior public relation executive: •. These social media influencers have their pool of fans, so it really comes down to what field or genre these social media influencers are active in. It is certainly possible for a social media influencer to achieve outstanding responses from the public over celebrities. However, there is a very large issue with social media influencer. Social media influencers’ charismatic come from creating content whether it is through post or video. It means that a lot of preparation and research are spent before creating their contents. Their fans like their style of their content, the way they present themselves, the way they talk or simply the way the look. These characteristics and charismatics may not be the same when they are invited to participate in public events.. •. Usually there will be a given public price range for booking celebrities for events. 政治大 transparent when it comes to social media influencers. The reason behind this 立 phenomenon is because when influencers are choosing between invitations, they. or participating in marketing campaigns; however, the price range is not as. ‧ 國. 學. are evaluating a wide variety of criteria especially among the concept of mutual benefits. When influencers are deciding which brand or product to collaborate with,. ‧. they typically want to partner with a brand that may bring positive image to. y. If I would to say a particular criteria or genre of products that is not suitable to be. sit. •. Nat. themselves while generating exposure or sales for the brand.. er. io. endorsed by social media influencers, I would say it would be products that are sold. al. iv n C opinion, social media influencers lean U h e naregstill i more towards in entertainment and h c they tend to focus more on lifestyle, so I personally believe celebrity endorsement n. mainly in stores and are products related to food or health supplements. In my. would be a better approach when it comes to health related products. Beatrice (alias), senior marketing specialist: •. From my past experiences, I find influencer marketing to be a very useful tool to push new products or to boost sales in the cosmetics industries. I would not deny the fact that celebrity endorsement is equally important as they are the face of the brand and they generally play the role to spark interests among consumers. However, in terms of a specific product under a specific line of cosmetics, sponsored posts and collaborations with influencers allow us to communicate and interact closely with our targeted customers.. 44. DOI:10.6814/NCCU201900572.