Analyzing the influence of celebrities’ emotional and rational brand posts

Purpose The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional vs rational content) on Instagram and their effects users’ willingness use offline word mouth (WOM) electronic WOM (eWOM). research model also consists product involvement as moderator. Design/methodology/approach Based results pretest stages, study included stimuli, respondents were presented (i.e. manipulated pictures texts frame). A two-group comparison (positive emotional post negative post) between-subjects experiment ( n = 214) was conducted. Findings indicate that eWOM are more affected celebrity’s than post. Furthermore, both types through high enhanced boosted Practical implications Managerial for social media marketing celebrity-based branding provided. provided in form evidence how impacts positive differently moderation involvement. Originality/value argues theoretical literature endorsements. tests one moderating effect relationship between eWOM.