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<p>Brands actively disseminate engaging marketer-generated content (MGC) on social media platforms to enhance brand communication and stimulate consumer purchase behavior. Leveraging insights from parasocial interaction theory and speech act theory, this study examines the branding effectiveness of endorser-related MGC as a promotional strategy. Analyzing MGC associated with 34 beauty and personal care products disseminated by official brand accounts on a mainstream social media platform in China, alongside corresponding sales data, we examine the economic value of endorser-related MGC. Empirical findings reveal a positive correlation between the volume of endorser-related MGC on brand pages and endorsed product sales. Notably, expressive, interactive, and directive endorser-related MGC exhibit favorable associations with sales performance, with directive content exerting the most conspicuous influence. However, the correlation between informative endorser-related MGC and sales appears insignificant. These findings enrich the literature on branded content marketing, celebrity endorsement, and drivers of sales performance. Moreover, we offer practical guidance for brand managers to optimize brand communication strategies.</p>

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Branding through endorsers: deploying endorser-related MGC to drive product sales

  • 期刊论文

  • 发表日期：

    2025年11月24日

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  • Min Zhang,
  • Yuzhuo Li,
  • Yiwei Li,
  • Rong Wang,
  • Yuhui Zhang

摘要

Brands actively disseminate engaging marketer-generated content (MGC) on social media platforms to enhance brand communication and stimulate consumer purchase behavior. Leveraging insights from parasocial interaction theory and speech act theory, this study examines the branding effectiveness of endorser-related MGC as a promotional strategy. Analyzing MGC associated with 34 beauty and personal care products disseminated by official brand accounts on a mainstream social media platform in China, alongside corresponding sales data, we examine the economic value of endorser-related MGC. Empirical findings reveal a positive correlation between the volume of endorser-related MGC on brand pages and endorsed product sales. Notably, expressive, interactive, and directive endorser-related MGC exhibit favorable associations with sales performance, with directive content exerting the most conspicuous influence. However, the correlation between informative endorser-related MGC and sales appears insignificant. These findings enrich the literature on branded content marketing, celebrity endorsement, and drivers of sales performance. Moreover, we offer practical guidance for brand managers to optimize brand communication strategies.