Issue

Vol 41 No 3 (2026): September

Date Log

Submitted
Mar 3, 2025
Accepted
May 26, 2026
Published
Sep 28, 2026
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Endorsement Framing in Advertising: Enhancing Consumer Evaluation through Perceived Personalness

https://doi.org/10.22146/jieb.v41i3.20136
Irsa Wafiatul Qisthi
UQ Business School, Faculty of Business, Economics & Law, University of Queensland, Brisbane, 4067, Australia
Felix Septianto
UQ Business School, Faculty of Business, Economics & Law, University of Queensland, Brisbane, 4067, Australia

Journal of Indonesian Economy and Business, Vol 41 No 3 (2026): September

Abstract

Introduction/Main Objectives: While prior research highlights the importance of personalness in advertising, little attention has been given to how linguistic framing alone can create this effect. Background Problems: This study addresses whether simply framing an ad message as an endorsement can increase consumer evaluation through perceived personalness. Novelty: Unlike prior research focusing on celebrity and non-celebrity endorsements, this study explores whether endorsement-like effects can emerge without an actual endorser. Research Methods: We conducted an experimental study where participants were randomly assigned to endorsement framing vs. neutral conditions and measured consumer evaluation and perceived personalness. Finding/Results: Endorsement framing significantly improved consumer evaluation, an effect mediated by perceived personalness. Conclusion: This study identifies a low-cost, scalable strategy for enhancing advertising effectiveness.

Keywords

advertising endorsement framing personalness
Qisthi, I. W., & Septianto, F. (2026). Endorsement Framing in Advertising: Enhancing Consumer Evaluation through Perceived Personalness. Journal of Indonesian Economy and Business, 41(3), 448 –. https://doi.org/10.22146/jieb.v41i3.20136
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
References
  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  2. Baumeister, R. F., & Leary, M. R. (2017). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. In R. Zukauskiene (Ed.), Interpersonal Development (pp. 57-89). Routledge.
  3. Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25.
  4. Boerman, S. C., Kruikemeier, S., & Bol, N. (2021). When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising. Computers in Human Behavior Reports, 4, 100144.
  5. Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online behavioral advertising: A literature review and research agenda. Journal of Advertising, 46(3), 363–376.
  6. Bright, L. F., & Daugherty, T. (2012). Does customization impact advertising effecti-veness? An exploratory study of consumer perceptions of advertising in customized online environments. Journal of Marketing Communications, 18(1), 19–37.
  7. Bull, F. C., Kreuter, M. W., & Scharff, D. P. (1999). Effects of tailored, personalised and general health messages on physical activity. Patient Education and Counseling, 36(2), 181–192.
  8. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650.
  9. Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and confor-mity. Annual Review of Psychology, 55(1), 591-621.
  10. Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1–2), 82–102.
  11. De Keyzer, F., Dens, N., & De Pelsmacker, P. (2021). How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention. Journal of Advertising, 51(1), 39–56.
  12. Dijkstra, A. (2008). The psychology of tailoring: Ingredients in computer-tailored persuasion. Social and Personality Psychology Compass, 2(2), 765–784.
  13. Dwivedi, Y. K., Hughes, D. L., Kar, A. K., Baabdullah, A. M., Grover, P., Abbas, R., ... & Wamba, S. F. (2021). Artificial Intel-ligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice, and policy. International Journal of Information Management, 57, 101994.
  14. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
  15. Fritz, M. S., & MacKinnon, D. P. (2007). Required sample size to detect the mediated effect. Psychological Science, 18(3), 233–239.
  16. Fuchs, C., Schreier, M., & van Osselaer, S. M. J. (2015). The Handmade Effect: What's Love Got to Do with It? Journal of Marketing, 79(2), 98–110.
  17. Garrity, K., & Degelman, D. (1990). Effect of server introduction on restaurant tipping. Journal of Applied Social Psychology, 20(2), 168-172.
  18. Gräve, J. F., Schnittka, O., & Haiduk, C. (2021). Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers: Advantages of Customer vs. Employee Endorsers And Mediating Factors of Their Impact. Journal of Advertising Research, 61(3), 318–333.
  19. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
  20. Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach, 2nd edition. New York: Guilford Press.
  21. He, H., Fu, J., Li, X., & Guo, R. (2019). The interplay between endorser social status and normative appeals on the endorsement effectiveness of pro-environmental behaviors. PLOS ONE, 14(1), e0210699.
  22. Howard, D. J., & Kerin, R. A. (2004). The effects of personalised product recommen¬dations on advertisement response rates: The “Try this. It works!” technique. Journal of Consumer Psychology, 14(3), 271–279.
  23. Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553-567.
  24. Knittel, C. R., & Stango, V. (2014). Celebrity endorsements, firm value, and reputation risk: Evidence from the Tiger Woods scandal. Management Science, 60(1), 21-37.
  25. Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: a meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.
  26. Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judge¬ment. International Journal of Advertising, 28(3), 473–499.
  27. Libert, T., & Nielsen, R. K. (2018). Third-party web content on EU news sites: Potential challenges and paths to privacy improvement. Reuters Institute for the Study of Journalism.
  28. Lin, R., & Utz, S. (2017). Self-disclosure on SNS: Do disclosure intimacy and narrativity influence interpersonal closeness and social attraction? Computers in Human Behavior, 70, 426–436.
  29. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
  30. Liu, Y., & Greene, C. (2020). The dark side of big data: Personal privacy, data security, and price discrimination. In Digital transformation in business and society. Cham: Palgrave Macmillan.
  31. Lou, C. (2021). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 50(5), 471–490.
  32. Lynn-Sze, J. C., & Fathi, N. N. B. (2023). The roles of social media influencers on online fundraising in Indonesia. Journal of Indonesian Economy and Business, 38(2), 105-118.
  33. Maslowska, E., Smit, E. G., & van den Putte, B. (2016). It is all in the name: A study of consumers’ responses to personalized communication. Journal of Interactive Advertising, 16(1), 74–85.
  34. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
  35. Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
  36. Palan, S., & Schitter, C. (2018). Prolific.ac—A subject pool for online experiments. Journal of Behavioural and Experimental Finance, 17, 22–27.
  37. Paramita, W., Septianto, F., & Nasution, R. A. (2021). The interactive effects of moral identity and humor on advertising evaluations: the mediating role of disgust. International Journal of Advertising, 41(7), 1263–1281.
  38. Peters, L. (1998). The new interactive media: One-to-one, but who to whom? Marketing Intelligence & Planning, 16(1), 22–30.
  39. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1), 131–151.
  40. Sajedikhah, A., Rezaei Dolatabadi, H., & Shahin, A. (2024). Historical effect of verified purchases and ordinary users’ testimonials on the sales rank of experience and search goods. Competitiveness Review, 34(4), 681–702.
  41. Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing, 37(3), 488–505.
  42. Schroll, R., Schnurr, B., & Grewal, D. (2018). Humanizing Products with Handwritten Typefaces. Journal of Consumer Research, 45(3), 648–672.
  43. Septianto, F., Paramita, W., & Ye, S. (2023). What’s in a (first) name? Personized advertising messages enhance consumer perceived ethicality. Journal of Advertising, 52(2), 179-192.
  44. Septianto, F., Seo, Y., & Zhao, F. (2022). The effects of competence and warmth appeals on luxury and sustainable brand advertising: the moderating role of construal level. Journal of Advertising, 51(3), 369-384.
  45. Shamon, H., & Berning, C. C. (2020). Attention check items and instructions in online surveys with incentivized and non-incentivized samples: Boon or bane for data quality? Survey Research Methods, 14(1), 55–77.
  46. Shimp, T. A., Wood, S. L., & Smarandescu, L. (2007). Self-Generated Advertisements: Testimonials and the Perils of Consumer Exaggeration. Journal of Advertising Research, 47(4), 453–461.
  47. Soliha, E., & Zulfa, N. (2009). Between Celebrity Endorser and Expert Endorser. Journal of Indonesian Economy and Business, 24(1), 100-114.
  48. Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
  49. Valenzuela, A., & Galli, M. (2024). Intimate transportation: The persuasive role of personal narratives in online reviews. Journal of the Association for Consumer Research, 9(1), 83–94.
  50. Van Doorn, J., & Hoekstra, J. C. (2013). Customisation of online advertising: The role of intrusiveness. Marketing Letters, 24, 339-351.
  51. Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16-32.
  52. Webb, M. S., Simmons, V. N., & Brandon, T. H. (2005). Tailored interventions for moti¬vating smoking cessation: Using placebo tailoring to examine the influence of expectancies and personalisation. Health Psychology, 24(2), 179–188.
  53. Yeo, T. E. D., Chu, T. H., & Li, Q. (2025). How Persuasive Is Personalized Advertising? A Meta-Analytic Review of Experimental Evidence of the Effects of Personalization on Ad Effectiveness. Journal of Advertising Research, 1–16.
  54. Zeitoun, V., Michel, G., & Fleck, N. (2020). When brands use CEOs and employees as spokespersons: A framework for under-standing internal endorsement. Qualitative Market Research: An International Journal, 23(2), 241-264.
Read More

Author Biographies

Irsa Wafiatul Qisthi, UQ Business School, Faculty of Business, Economics & Law, University of Queensland, Brisbane, 4067, Australia

Irsa Wafiatul Qisthi is a casual academic and incoming PhD student at UQ Business School, The University of Queensland, Australia. She earned her Bachelor’s degree in Economics from Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Indonesia. She did her Master’s degree in Business (Marketing) at The University of Queensland, Australia. Her research interests lie in the area of sustainable consumer behavior. She successfully published her Master’s thesis in the Journal of Macromarketing.

Felix Septianto, UQ Business School, Faculty of Business, Economics & Law, University of Queensland, Brisbane, 4067, Australia

Felix Septianto is an Associate Professor in Marketing at UQ Business School, The University of Queensland, Australia. He earned his Bachelor’s degree in Industrial Engineering from Universitas Katolik Parahyangan, Indonesia. He did his Master’s degree in International Business at Kyung Hee University, South Korea. Besides, he completed his Ph.D. in Marketing at the University of New South Wales, Australia. His research explores how businesses can leverage emotions to improve marketing effectiveness. He has published 100+ journal articles, including in Financial Times Top 50 journals such as the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science.

Download this PDF file
PDF
Statistic
Read Counter : 99 Download : 93