An empirical study of fictitious human spokes-characters: the use of video game characters as brand endorsers to improve the purchase intentions of consumers
Date
2015
Authors
Shelton, Jake M. G.
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Abstract
Celebrity endorsements have been established as one of the most preferred methods of
advertising by marketers. This popularity springs from the numerous benefits which
advertisers experience when employing a celebrity endorser. However there are also a
number of potential risks which can cause major problems when using a celebrity as part of a
brands marketing campaign. The benefits of using a celebrity endorser can be markedly
reversed if the celebrity is involved in a controversial incident.
As a solution to this problem this research has investigated the use of video game characters
as celebrity brand endorsers. This is because video game characters are celebrities in their
own right but they are not plagued by the same risks and problems as ordinary celebrities.
This type of endorsement has been done in the past, an example being the use of Lara Croft
to endorse Lucozade, and this kind of endorsement has been shown to boost sales.
This research addresses a gap in knowledge by investigating the plausibility of using a video
game character in place of a celebrity to endorse a brand. This research has applied the
learnings from several models of celebrity endorsement to the use of video game characters
in order to investigate the positive characteristics which consumers perceive about video
game characters and how these characteristics affect their interests in purchasing the
products.
The Models which were used were: the Source Attractiveness Model, the Source Credibility
Model and the Match-Up Hypothesis. The overlapping constructs of these models were used
to develop the Theoretical Model of Fictitious Human Spokes Characters.
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This research consisted of a self-administered quantitative research questionnaire, which was
tested using a pilot study of 45 respondents. The questionnaire was distributed in the city of
Johannesburg, South Africa, to a sample group of 493 respondents between the ages of 18 to
35. Fictitious adverts were used as stimuli during the questionnaire. The data collected was
analysed using statistical analysis to investigate the relationships between the variables used
in the research model. Convenience sampling was used because of time and monetary
constraints.
This research found that video game characters that are perceived by the target audience to be
attractive, likeable, familiar, trustworthy, an expert in relation to the product being endorsed
and matched well with the product being endorsed can be used to increase the purchase
intentions of the target audience when the characters are used to endorse a brand.
This research also found that the endorsements are not equally effective for consumers of
different genders or for consumers who have previous experience with video games and those
that do not.
It can be recommended that marketers invest time into investigating the usefulness of using
video game characters as endorsers for their brand. It can also be recommended that video
game companies seek opportunities to create partnerships with marketers to use their
characters as brand endorsers.
Description
Thesis (M.Com. (Research))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015.