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Cited by 10Misinformation and Its ImpactsDigital Marketing and Social MediaJournalism and Media Studies

Impact of Celebrity Endorsement and Breaking News Effect on the Attention of Consumers

Open access
Lazar, Laura, Pop, Mihai-Ionuţ·2021·Studia Universitatis „Vasile Goldis” Arad – Economics Series
DOI 10.2478/sues-2021-0014
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Abstract

Abstract In the last decade, the new means of communication have determined substantial changes in human behavior and in the way individuals interact with each other. Besides the numerous benefits and opportunities that have arisen throughout the digitalization process, both for individuals as well as for private companies and state institutions, the widespread use of the Internet has generated vulnerabilities and threats. One of the most consistent concerns related to the new means of communication, especially social media platforms, refers to fake news. In recent years, major events including the 2016 presidential election in the US, Brexit, and the emergence of the COVID-19 pandemic have proven the negative effects of fake news on society. In this paper, we use an eye-tracking experiment to determine the unconscious reactions of consumers regarding the attraction potential of a fake news manner written article about a celebrity couple. The results of the experiment for this magazine’s article, with a fake title about the celebrity couple, show that the participants focus their attention on celebrities and fake titles mostly. The picture of the celebrities and the fake title of the article beats the other areas from the article and less on the information in the text. The research proves empirically that consumers are more attentive to celebrity pictures and fake breaking news titles and less to real information in the article. To sum up, testimonials and fake news play an important role in attracting publicity and influencing consumer behavior.

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  • Articles featuring celebrity images and sensational headlines command more viewer attention than other content, even drawing attention away from the article's factual text.

    “A study using eye-tracking experiments demonstrated that articles featuring celebrity images and sensational headlines (fake news style) command more viewer attention than other content, even drawing attention away from the article's factual text.”

    From Deepfakes, Democracy, and the Ethics of Synthetic Media: A Synthesis of the SOLARIS Project (2026) · cites this paper as Lazar & Pop, 2021

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Research works printed but not linked: 30

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Cited by

Sorted by citations

Authors
Lazar, L., & Pop, M.-I.
Affiliations
  • Bucharest University of Economic Studies , Romania
  • Bucharest University of Economic Studies (RO)
Venue
Studia Universitatis „Vasile Goldis” Arad – Economics Series
Publisher
Walter de Gruyter GmbH
Published
2021-07-23
Volume
31
Issue
3
Pages
60-74
ISSN
  • 1584-2339 (ISSN-L)
  • 2285-3065
DOI
10.2478/sues-2021-0014
OpenAlex
W3183886699
Cited by
10
References
5
Citations by year
2026: 4 · 2024: 4 · 2023: 1 · 2021: 1
FWCI
2.08
Type
journal article
Language
en
Open access
Licence
Locations
  • Studia Universitatis „Vasile Goldis” Arad – Economics Series (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Topics
  • Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Communication › Journalism and Media Studies
Keywords
celebrity endorsement, fake news, consumer attention, eye tracking, social media, celebrity couple, article titles, consumer behavior

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