TY  - JOUR
TI  - Personality and the Impact of Celebrity Endorsements on Instagram
T2  - Psychology. Journal of Higher School of Economics
IS  - Psychology. Journal of Higher School of Economics
KW  - celebrity endorsements
KW  - Instagram
KW  - personality
KW  - locus of control
KW  - openness to experience
KW  - extroversion
AB  - Celebrities are famous people who often belong to entertainment industry. They are known to have a strong influence on people’s behavior. In the digital age this impact has expanded to include the online arena. Celebrities increasingly utilize Instagram, an online social network, to promote commercial products. It is important to learn to what extent people are influenced by this type of promotion and what sort of people are likely to be swayed by it. Research has demonstrated that people’s personalities have a strong impact on their behaviors online. However, until now, these investigations have not included the relationship between personality and the degree of celebrity influence through social networks. This study examines how much the personality of a user is related to the degree to which he or she is influenced by these Celebrity Instagram messages. Participants comprised 121 students (34 males, 87 females). They answered questionnaires which focused on their personality and were asked about the degree of influence celebrities exerted upon them through Instagram. Results showed that people who are characterized as being open and having an internal locus of control are more resistant to such celebrity influences. This paper demonstrates that the personality of a recipient is likely to influence the degree of impact that a celebrity endorsement is likely to produce. The implications of these results are discussed.
AU  - Yair Amichai-Hamburger
AU  - Shir Etgar
AU  - Hadar Gil-Ad
AU  - Michal Levitan-Giat
AU  - Gaya Raz
UR  - https://psy-journal.hse.ru/en/2021-18-3/513329632.html
PY  - 2021
SP  - 468-474
VL  - 18