PSYCHOLOGICAL ALIGNMENT IN CELEBRITY ENDORSEMENTS: EVALUATING INFLUENCER MARKETING IMPACT IN THE LUXURY HOSPITALITY SECTOR
DOI:
https://doi.org/10.2478/eoik-2025-0090Keywords:
brand attachment, brand personality, celebrity endorsement, luxury hotel, social media influencersAbstract
In the highly competitive luxury hospitality sector, it is essential to un-
derstand the factors that influence consumers’ intentions to visit. This
study purposes to examine the psychological internal relationships
among celebrity, consumer, and hotel brand. The study also explores
the effectiveness of social media influencers in determining consum-
ers ‘ intentions to visit luxury hotel brands. Brand personality theory
is employed to support personality congruency constructs. This study
utilizes the Stimulus-Organism-Response (SOR) model and social me-
dia influencers (SMIs) to theorize for the conceptual framework. Using
a quantitative research design, this research collects several 389 social
media users who actively engage with celebrity influencers endorsing
luxury hotels. The partial least squares structural equation modeling
(PLS-SEM) method is applied to evaluate the relationships among la-
tent variables with second-, and third-order constructs measurement
models. Psychological congruency demonstrates an essential role in
forming a robust construction between consumers, celebrities, and en-
dorsed luxury hotel brands. Consumers, who have an emotional at-
tachment to a hotel brand, tend to positively develop relations on social
media platforms, hence increasing the intentions to visit endorsed hotel
brands. This research advances the knowledge of psychological con-
gruency in the context of luxury branding and social media marketing,
creating an innovative strategy for the interaction between consumer
psychology and influencer endorsements. Practically, the explorations
deliver criminal recommendations for luxury hotel managers to opti-
mize their influencer marketing strategies.
References
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
https://www.jstor.org/stable/3151897
Abbasi, A. Z., Tsiotsou, R. H., Hussain, K., Rather, R. A., & Ting, D. H. (2023). Investigating the impact
of social media images’ value, consumer engagement, and involvement on eWOM of a tourism
destination: A transmittal mediation approach. Journal of Retailing and Consumer Services, 71,
https://doi.org/10.1016/j.jretconser.2022.103231
Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruen-
cy produces effective celebrity endorsements? Journal of Business Research, 81(81), 96–106.
https://doi.org/10.1016/j.jbusres.2017.08.002
Amatulli, C., De Angelis, M., & Stoppani, A. (2021). The appeal of sustainability in luxury hospitality:
An investigation on the role of perceived integrity. Tourism Management, 83, 104228. https://
doi.org/10.1016/j.tourman.2020.104228
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing
consumers’ brand engagement: An empirical investigation of influencer marketing on instagram
using deep-learning algorithms for automatic image classification. Computers in Human Behav-
ior, 112(1), 106443. https://doi.org/10.1016/j.chb.2020.106443
Archer, C., & Harrigan, P. (2016). Show me the money: how bloggers as stakeholders are challeng-
ing theories of relationship building in public relations. Media International Australia, 160(1),
–77. https://doi.org/10.1177/1329878x16651139
Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on
consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3),
–261. https://doi.org/10.1108/jcm-02-2020-3634
Baber, R., & Baber, P. (2022). Influence of social media marketing efforts, e-reputation and destination
image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality
and Tourism Insights, 6(5). https://doi.org/10.1108/jhti-06-2022-0270
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engage-
ment: The mediating role of entertainment and impacts on brand love and loyalty. Journal of
Business Research, 160, Article 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Belaid, S., & Behi, A. (2011). The role of attachment in building consumer‐brand relationships: an em-
pirical investigation in the utilitarian consumption context. Journal of Product & Brand Man-
agement, 20(1), 37–47. https://doi.org/10.1108/10610421111108003
Bigne, E., Chatzipanagiotou, K., & Ruiz, C. (2020). Pictorial content, sequence of conflicting online re-
views and consumer decision-making: The stimulus-organism-response model revisited. Jour-
nal of Business Research, 115, 403–416. https://doi.org/10.1016/j.jbusres.2019.11.031
Brown, W. J. (2015). Examining Four Processes of Audience Involvement With Media Personae: Trans-
portation, Parasocial Interaction, Identification, and Worship. Communication Theory, 25(3),
–283. https://doi.org/10.1111/comt.12053
Campbell, C., & Evans, N. J. (2018). The Role of a Companion Banner and Sponsorship Transparency
in Recognizing and Evaluating Article-style Native Advertising. Journal of Interactive Market-
ing, 43, 17–32. https://doi.org/10.1016/j.intmar.2018.02.002
Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer Engagement Behaviours in So-
cial media: Capturing Innovation Opportunities. Journal of Services Marketing, 32(1), 83–94.
https://doi.org/10.1108/JSM-02-2017-0059
Chalke, A., Cheng, B. L., & Dent, M. (2024). Tales of luxury: unveiling gender-based insights into
hotel brands’ Instagram marketing. Journal of Hospitality and Tourism Insights. https://doi.
org/10.1108/jhti-01-2024-0051
Chen, K., Lin, J. (Elaine), & Shan, Y. (2021). Influencer marketing in China: The roles of parasocial
identification, consumer engagement, and inferences of manipulative intent. Journal of Con-
sumer Behaviour, 20(6), 1436–1448. https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.1945
Psychological Alignment in Celebrity Endorsements: Evaluating Influencer Marketing Impact in the Luxury
Hospitality Sector
Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., & Firgolska, A. (2019). Market orientation
and hotel performance: The mediating effect of creative marketing programs. Journal of Hospi-
tality and Tourism Management, 41, 175–183. https://doi.org/10.1016/j.jhtm.2019.10.006
Dai, P., Wang, N., Kong, L., Dong, X., & Tian, L. (2021). A large number of online friends and a high fre-
quency of social interaction compensate for each Other’s shortage in regard to perceived social sup-
port. Current Psychology (New Brunswick, N.j.), 1–10. https://doi.org/10.1007/s12144-021-01458-4
Dedeoğlu, B. B., Okumus, F., Yi, X., & Jin, W. (2019). Do tourists’ personality traits moderate the rela-
tionship between social media content sharing and destination involvement? Journal of Travel
& Tourism Marketing, 36(5), 612–626. https://doi.org/10.1080/10548408.2019.1604294
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram Influencers: the
Impact of Number of Followers and Product Divergence on Brand Attitude. International Jour-
nal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Manage-
ment, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Gilal, R. G., Gilal, F. G., & Gilal, N. G. (2023). Beauty and the brands: the interplay of celebrity attrac-
tiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality.
Journal of Brand Management. https://doi.org/10.1057/s41262-023-00338-5
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least
Squares Structural Equation Modeling (PLS-SEM) Using R. In Classroom Companion: Busi-
ness. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of
PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial Least Squares Structur-
al Equation Modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.
org/10.1108/EBR-10-2013-0128
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least
squares structural equation modeling in marketing research. Journal of the Academy of Market-
ing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment,
service, and food on satisfaction and intention. International Journal of Hospitality Manage-
ment, 63, 82–92. https://doi.org/10.1016/j.ijhm.2017.03.006
Heo, C. Y., & Hyun, S. S. (2015). Do luxury room amenities affect guests’ willingness to pay? Internation-
al Journal of Hospitality Management, 46, 161–168. https://doi.org/10.1016/j.ijhm.2014.10.002
Ho, H., & Ito, K. (2019). Consumption-oriented engagement in social network sites. European Journal
of Marketing, 53(7), 1355–1377. https://doi.org/10.1108/ejm-11-2017-0809
Holmqvist, J., Diaz Ruiz, C., & Peñaloza, L. (2020). Moments of luxury: Hedonic Escapism as a Lux-
ury Experience. Journal of Business Research, 116(0148-2963). https://doi.org/10.1016/j.jbus-
res.2019.10.015
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological
studies of opinion change. Yale University Press.
Hsiao, C.-H., & Tang, K.-Y. (2021). Who captures whom – Pokémon or tourists? A perspective of the
Stimulus-Organism-Response model. International Journal of Information Management, 61,
https://doi.org/10.1016/j.ijinfomgt.2021.102312
Hwang, J., & Lee, J. (Jay). (2018). A strategy for enhancing senior tourists’ well-being perception: fo-
cusing on the experience economy. Journal of Travel & Tourism Marketing, 36(3), 314–329.
https://doi.org/10.1080/10548408.2018.1541776
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity
in variance-based structural equation modeling. Journal of the Academy of Marketing Science,
(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Trung D. B. et al. / Economics - Innovative and Economics Research Journal, doi: 10.2478/eoik-2025-0090
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment
on attitude and purchase intention. Australasian Marketing Journal (AMJ), 19(4), 230–237.
https://doi.org/10.1016/j.ausmj.2011.07.005
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2019). The effect of characteristics of source
credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Ser-
vices, 53(1), 101736. https://doi.org/10.1016/j.jretconser.2019.01.005
Jung, A-Reum., & Heo, J. (2019). Ad Disclosure vs. Ad Recognition: How Persuasion Knowledge In-
fluences Native Advertising Evaluation. Journal of Interactive Advertising, 19(1), 1–14. https://
doi.org/10.1080/15252019.2018.1520661
Johns, R., Weir, B., & Weir, R. (2015). The power of celebrity: exploring the basis for Oprah’s success-
ful endorsement of Australia as a vacation destination. Journal of Vacation Marketing, 21(2),
–130. https://doi.org/10.1177/1356766714549649
Kang, J., Manthiou, A., Sumarjan, N., & Tang, L. (Rebecca). (2017). An Investigation of Brand Expe-
rience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospi-
tality Marketing & Management, 26(1), 1–22. https://doi.org/10.1080/19368623.2016.1172534
Ki, C., & Kim, Y. (2019). The mechanism by which social media influencers persuade consumers: The
role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905–922. https://doi.
org/10.1002/mar.21244
Ki, C.-W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media in-
fluencers as human brands attaching to followers and yielding positive marketing results by
fulfilling needs. Journal of Retailing and Consumer Services, 55(102133), 102133. https://doi.
org/10.1016/j.jretconser.2020.102133
Kim, S. S., Lee, J., & Prideaux, B. (2015). Effect of celebrity endorsement on tourists’ perception of cor-
porate image, corporate credibility and corporate loyalty. International Journal of Hospitality
Management, 37, 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
Kim, M. J., Lee, C.-K., & Jung, T. (2020). Exploring Consumer Behavior in Virtual Reality Tourism
Using an Extended Stimulus-Organism-Response Model. Journal of Travel Research, 59(1),
–89. https://doi.org/10.1177/0047287518818915
Kim, S. (Sam), Wang, K.-C., & Ahn, T. H. (2013). Which endorser and content are most influential in
Korean restaurant promotions? International Journal of Hospitality Management, 33, 208–218.
https://doi.org/10.1016/j.ijhm.2012.08.005
Knoll, J., & Matthes, J. (2016). The Effectiveness of Celebrity endorsements: a meta-analysis. Journal
of the Academy of Marketing Science, 45(1), 55–75. https://link.springer.com/article/10.1007/
S11747-016-0503-8
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. Interna-
tional Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kock, N., & Lynn, G. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An
Illustration and Recommendations. Journal of the Association for Information Systems, 13(7),
–580. https://doi.org/10.17705/1jais.00302
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube Vloggers’ Popularity and influence: the Roles
of homophily, Emotional attachment, and Expertise. Journal of Retailing and Consumer Ser-
vices, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027
Ledbetter, A. M., & Redd, S. M. (2016). Celebrity Credibility on Social Media: A Conditional Process
Analysis of Online Self-Disclosure Attitude as a Moderator of Posting Frequency and Paraso-
cial Interaction. Western Journal of Communication, 80(5), 601–618. https://doi.org/10.1080/1
2016.1187286
Li, X., Yen, C.-L. (Alan), & Liu, T. (2019). Hotel brand personality and brand loyalty: an affective,
conative and behavioral perspective. Journal of Hospitality Marketing & Management, 29(5),
–21. https://doi.org/10.1080/19368623.2019.1654961
Psychological Alignment in Celebrity Endorsements: Evaluating Influencer Marketing Impact in the Luxury
Hospitality Sector
Liu, Y.-S. . (2025). The Impact of Organizational Reform on the Operational Performance of Taiwan’s
Commercial Bank: Assessment using the Camels Rating System. ECONOMICS - Innovative
and Economics Research Journal, 13(2), 439–464. https://doi.org/10.2478/eoik-2025-0050
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Con-
tent, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and
Purchase Intentions. Frontiers in Psychology, 10(10). https://doi.org/10.3389/fpsyg.2019.02567
Maathuis, O., Rodenburg, J., & Sikkel, D. (2004). Credibility, Emotion or Reason? Corporate Reputa-
tion Review, 6(4), 333–345. https://doi.org/10.1057/palgrave.crr.1540003
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind
influencer marketing: Key marketing decisions and their effects on followers’ responses. Journal
of Marketing Management, 36(7-8), 579–607. https://doi.org/10.1080/0267257X.2020.1738525
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Pro-
cess. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Melumad, S., Inman, J. J., & Pham, M. T. (2019). Selectively Emotional: How Smartphone Use
Changes User-Generated Content. Journal of Marketing Research, 56(2), 259–275. https://doi.
org/10.1177/0022243718815429
Moraes, M., Gountas, J., Gountas, S., & Sharma, P. (2019). Celebrity influences on consumer decision
making: new insights and research directions. Journal of Marketing Management, 35(13-14),
–1192. https://doi.org/10.1080/0267257x.2019.1632373
Muyambiri, B. (2025). South African Private Investment and Economic Growth: Impact of FDI Inflows
and Outflows. ECONOMICS - Innovative and Economics Research Journal, 13(2), 485–505.
https://doi.org/10.2478/eoik-2025-0051
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived
Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://
doi.org/10.1080/00913367.1990.10673191
Pan, L.-Y., & Chiou, J.-S. (2011). How Much Can You Trust Online Information? Cues for Perceived
Trustworthiness of Consumer-generated Online Information. Journal of Interactive Marketing,
(2), 67–74. https://doi.org/10.1016/j.intmar.2011.01.002
Pavlović, D. (2024). Research design of stakeholder networks in a tourist destination. Oeconomica Jad-
ertina, 14(1), 112-125. https://doi.org/10.15291/oec.4407
Peng, J., Agarwal, A., Hosanagar, K., & Iyengar, R. (2018). Network Overlap and Content Sharing on Social
Media Platforms. Journal of Marketing Research, 55(4), 571–585. https://doi.org/10.1509/jmr.14.0643
Radomir, L., & Moisescu, O. I. (2019). Discriminant validity of the customer-based corporate repu-
tation scale: some causes for concern. Journal of Product & Brand Management. https://doi.
org/10.1108/jpbm-11-2018-2115
Ramkissoon, H. (2015). Authenticity, satisfaction, and place attachment: A conceptual framework for
cultural tourism in African island economies. Development Southern Africa, 32(3), 292–302.
https://doi.org/10.1080/0376835x.2015.1010711
Rather, R. A., & Camilleri, M. A. (2019). The Customers’ Brand Identification with Luxury Hotels: A
Social Identity Perspective. Enlightened Marketing in Challenging Times, 429–443. https://doi.
org/10.1007/978-3-030-42545-6_141
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). “You Really Are a Great Big Sis-
ter” – Parasocial relationships, credibility, and the Moderating Role of Audience Comments in
Influencer Marketing. Journal of Marketing Management, 36(3-4), 279–298. https://doi.org/10
.1080/0267257x.2019.1708781
Setiawan, S., Utami, N. P., Dwi Anggara, M. A. K., Fikriansyah, M. R., Nofriansyah, M. D., Azzahra, R., &
Hidayanto, A. N. (2022). Intention to Visit Tourist Destinations: The Effect of Using Mobile Tour-
ism Recommender System on Visit Intention by Using TTF Aspects, Technological Features, and
Social Motivation. Jurnal Sistem Informasi, 18(1), 45–61. https://doi.org/10.21609/jsi.v18i1.1142
Trung D. B. et al. / Economics - Innovative and Economics Research Journal, doi: 10.2478/eoik-2025-0090
Shahid, S., & Paul, J. (2022). Examining guests’ experience in luxury hotels: evidence from an emerging
market. Journal of Marketing Management, 38(13-14), 1–29. https://doi.org/10.1080/026725
X.2022.2085768
Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R., & Dwivedi, Y. K. (2020). Group behavior
in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105,
https://doi.org/10.1016/j.chb.2019.106225
Sop, S. A., & Kozak, N. (2019). Effects of brand personality, self-congruity and functional congruity on
hotel brand loyalty. Journal of Hospitality Marketing & Management, 28(8), 1–31. https://doi.
org/10.1080/19368623.2019.1577202
Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The Impact of Brand Equity on Cus-
tomer Acquisition, Retention, and Profit Margin. Journal of Marketing, 76(4), 44–63. Sagepub.
https://doi.org/10.1509/jm.10.0522
Su, N., & Reynolds, D. (2017). Effects of brand personality dimensions on consumers’ perceived self-im-
age congruity and functional congruity with hotel brands. International Journal of Hospitality
Management, 66(1), 1–12. https://doi.org/10.1016/j.ijhm.2017.06.006
Unurlu, C., & Uca, S. (2017). The effect of culture on brand loyalty through brand performance and
brand personality. International Journal of Tourism Research, 19(6), 672–681. https://doi.
org/10.1002/jtr.2139
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influencer marketing: a
Systematic review, Integrative Framework and Future Research Agenda. International Journal
of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Wang, S.-J., Hsu, C.-P., Huang, H.-C., & Chen, C.-L. (2015). How readers’ perceived self-congruity
and functional congruity affect bloggers’ informational influence. Online Information Review,
(4), 537–555. https://doi.org/10.1108/oir-02-2015-0063
Wang, X., & Li, Y. (2017). How Trust and Need Satisfaction Motivate Producing User-Generated Con-
tent. Journal of Computer Information Systems, 57(1), 49–57. https://doi.org/10.1080/0887441
2016.1181493
Yang, F. X., & Lau, V. M. C. (2016). “LuXurY” hotel loyalty – a comparison of Chinese Gen X and
Y tourists to Macau. International Journal of Contemporary Hospitality Management, 27(7),
–1706. https://doi.org/10.1108/ijchm-06-2014-0275
Yang, W., & Mattila, A. S. (2016). The Impact of Status Seeking on Consumers’ Word of Mouth and Prod-
uct Preference—A Comparison Between Luxury Hospitality Services and Luxury Goods. Jour-
nal of Hospitality & Tourism Research, 41(1), 3–22. https://doi.org/10.1177/1096348013515920
Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Jour-
nal of Contemporary Hospitality Management, 30(1), 389–415. https://doi.org/10.1108/
ijchm-09-2016-0543
Yen, C.-H., & Teng, H.-Y. (2015). Celebrity Involvement, Perceived Value, and Behavioral Intentions in
Popular Media-Induced Tourism. Journal of Hospitality & Tourism Research, 39(2), 225–244.
https://doi.org/10.1177/1096348012471382
Zhu, L., Li, H., Wang, F.-K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention:
a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of
Information Management, 72(4), 463–488. https://doi.org/10.1108/ajim-11-2019-0308
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 ECONOMICS - INNOVATIVE AND ECONOMICS RESEARCH JOURNAL
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
