Celebrity Endorsement vs. Opposition of a Celebrity: A Study of Endorsement Effects in Politics Using a Balance Theory Approach

Abstract

A study to examine celebrity endorsement effects in the political sector. The focus of this study is on the likability and expertise of celebrities to see their effectiveness in situations where the celebrity either endorses a political candidate or decides to speak against a candidate. Balance Theory is used in the study to provide theoretical support for the importance of likability and expertise. Celebrity endorsement has been studied countless times from the product/services perspective and from the political advertisement perspective. This research makes an important contribution to the political realm by using Balance Theory to understand the importance of likability and expertise of a celebrity in cases of endorsement or opposition of a candidate by the celebrity. Another important contribution of this study is its focus on the celebrity opposition of a political candidate which has not been previously studied before.