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題名 選舉結果興名人背書
Celebrity’s Political Endorsement: Taylor Swift and US Election in 2018作者 源彩芳
Minamoto, Ayaka貢獻者 黃柏鈞
Huang, Po-Chun
源彩芳
Minamoto, Ayaka關鍵詞 美國選舉
名人
Taylor Swift
Election
Political Endorsement日期 2019 上傳時間 5-Sep-2019 17:42:52 (UTC+8) 摘要 The purpose of the research is to estimate the effect of Taylor Swift’s endorsement of Democratic candidate on people’s voting behavior in the U.S. Midterm election 2018. The research employs difference-in-differences design to estimate causal relationship between her endorsement and election outcome and assesses her endorsement impact. In the research model, geographical variation in Swift’s popularity, generated by search keywords on Google Trends, is used as a treatment, for the reason that the research believes that areas with higher popularity of Swift will experience higher vote share of the Democratic Party. In order to give stronger evidence to the research result, the research conducts falsification exercises, using two different keywords that captures a measure of Swift’s popularity, and other two different keywords that captures popularity of two different celerities, Justin Bieber and Oprah Winfrey. As a conclusion, we find that Swift’s endorsement does not increase the Democratic vote share, however it rather prevents people from voting for the Democratic party’s competing party. Yet the research must conclude there is weak evidence to this interpretation due to the result falsification test of Bieber, which shows the magnitude of his impact not supporting anyone is fairly larger than other estimates. 參考文獻 Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.Boon, S. D., & Lomore, C. D. (2001). Admirer-celebrity relationships among young adults: Explaining perceptions of celebrity influence on identity. Human Communication Research, 27, 432–465.Choi, Sejung Marina, and Nora J. Rifon (2012), It Is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness, Psychology and Marketing, 29 (9), 639–650.CNN Politics. (2016, November 23). Exit Polls 2016. Retrieved from https://edition.cnn.com/election/2016/results/exit-pollsDholakia, Ruby and Stemthai, Brian (1977), Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities? Journal of Consumer Research. 3, 223-32.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13, 339–348.Ericksen, M. K. ( 1997). Using self‐congruity and ideal congruity to predict purchase intention: A European perspective. Journal of Euromarketing, 6, 41– 56.Flood, B. (2018, November 7). Taylor Swift, Beyoncé unsuccessful midterm support helps prove that celebrity endorsements don’t matter, critics say. Retrieved from https://www.foxnews.com/entertainment/midterms-proved-hollywood-endorsements-dont-matterGarthwaite, C. and Moore, T.J., (2013). Can celebrity endorsements affect political outcomes? Evidence from the 2008 US Democratic presidential primary. Journal of Law, Economics, & Organization, 29 (2), 355–384.Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self‐image on brand evaluations. Journal of Consumer Marketing, 13, 4 -18.Grossman, Gene, M., and Elhanan Helpman. (1999). Competing for Endorsements. American Economic Review, 89 (3), 501-524.Harris, A. (2018, November 7). America Is Divided by Education. Retrieved from https://www.laroche-posay.jp/?p_id=L00287Kamins. M A. and Gupta K. (1994). Congruence between Spokesperson and Product Type: A Match-up Hypothesis Perspective, Psychology and Marketing, 11(6), 569-586.Hovland, C., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635- 650.Jackson, D. J., & Darrow, T. I. A. (2005). The Influence of Celebrity Endorsements on Young Adults’ Political Opinions. Harvard International Journal of Press/Politics, 10(3), 80-98.Kaufman, G. (2018, October 9). Taylor Swift`s Political Endorsements Have Already Caused a Rush of Voter Registration, Vote.org Finds. Retrieved from https://www.billboard.com/articles/columns/pop/8479035/taylor-swift-political-endorsements-rush-voter-registrationsPage, Benjamin I., Robert Y. Shapiro, and Glenn R. Dempsey. (1987). What Moves Public Opinion? American Political Science Review 81:23-44.Reny, Tyler T., Collingwood, Loren., and Valenzuela, Ali A. (2019). Vote Switching in the 2016 Election: How Racial and Immigration Attitudes, Not Economics, Explain Shifts in White Voting, Public Opinion Quarterly, Volume 83, Issue 1, Spring 2019, 91-113,Romano, A. (2018, November 7). Taylor Swift’s voter push wasn’t enough to turn Tennessee blue. Retrieved from https://www.vox.com/2018/11/7/18065808/taylor-swift-2018-election-endorsements-marsha-blackburnSirgy, M. J. (1982). Self‐concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.Sirgy, M. J. (1985). Using self‐congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 195-206.Stratmann, Thomas. (2005). ‘‘Some Talk: Money in Politics. A (Partial) Review of the Literature,’’124 Public Choice 135-56.Taylor Swift [@taylorswift]. (2018, Oct 7th). Retrieved from https://www.instagram.com/p/BopoXpYnCes/?utm_source=ig_web_copy_linkTill, B.D., & Busler M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29, 3, 1-13. 描述 碩士
國立政治大學
應用經濟與社會發展英語碩士學位學程(IMES)
106266017資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106266017 資料類型 thesis dc.contributor.advisor 黃柏鈞 zh_TW dc.contributor.advisor Huang, Po-Chun en_US dc.contributor.author (Authors) 源彩芳 zh_TW dc.contributor.author (Authors) Minamoto, Ayaka en_US dc.creator (作者) 源彩芳 zh_TW dc.creator (作者) Minamoto, Ayaka en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 17:42:52 (UTC+8) - dc.date.available 5-Sep-2019 17:42:52 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 17:42:52 (UTC+8) - dc.identifier (Other Identifiers) G0106266017 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125990 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 應用經濟與社會發展英語碩士學位學程(IMES) zh_TW dc.description (描述) 106266017 zh_TW dc.description.abstract (摘要) The purpose of the research is to estimate the effect of Taylor Swift’s endorsement of Democratic candidate on people’s voting behavior in the U.S. Midterm election 2018. The research employs difference-in-differences design to estimate causal relationship between her endorsement and election outcome and assesses her endorsement impact. In the research model, geographical variation in Swift’s popularity, generated by search keywords on Google Trends, is used as a treatment, for the reason that the research believes that areas with higher popularity of Swift will experience higher vote share of the Democratic Party. In order to give stronger evidence to the research result, the research conducts falsification exercises, using two different keywords that captures a measure of Swift’s popularity, and other two different keywords that captures popularity of two different celerities, Justin Bieber and Oprah Winfrey. As a conclusion, we find that Swift’s endorsement does not increase the Democratic vote share, however it rather prevents people from voting for the Democratic party’s competing party. Yet the research must conclude there is weak evidence to this interpretation due to the result falsification test of Bieber, which shows the magnitude of his impact not supporting anyone is fairly larger than other estimates. en_US dc.description.tableofcontents 1. Introduction 11.1 Background 11.2 Statement of the Problem 21.3 Research Goal and Approach 42. Literature Review 72.1 Theory of Celebrity’s Endorsement 72.2 Celebrity Endorser and Self-Concept of Consumers 82.3 Former Empirical Research of Celebrity’s Political Endorsement 93. Methods 123.1 Data Description 123.2 Research Design 154. Research Results and Analysis 184.1 Taylor Swift 184.2 Justin Bieber & Oprah Winfrey 205. Conclusion 226. Bibliography 257. Tables 29 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106266017 en_US dc.subject (關鍵詞) 美國選舉 zh_TW dc.subject (關鍵詞) 名人 zh_TW dc.subject (關鍵詞) Taylor Swift en_US dc.subject (關鍵詞) Election en_US dc.subject (關鍵詞) Political Endorsement en_US dc.title (題名) 選舉結果興名人背書 zh_TW dc.title (題名) Celebrity’s Political Endorsement: Taylor Swift and US Election in 2018 en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.Boon, S. D., & Lomore, C. D. (2001). Admirer-celebrity relationships among young adults: Explaining perceptions of celebrity influence on identity. Human Communication Research, 27, 432–465.Choi, Sejung Marina, and Nora J. Rifon (2012), It Is a Match: The Impact of Congruence Between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness, Psychology and Marketing, 29 (9), 639–650.CNN Politics. (2016, November 23). Exit Polls 2016. Retrieved from https://edition.cnn.com/election/2016/results/exit-pollsDholakia, Ruby and Stemthai, Brian (1977), Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities? Journal of Consumer Research. 3, 223-32.Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13, 339–348.Ericksen, M. K. ( 1997). Using self‐congruity and ideal congruity to predict purchase intention: A European perspective. Journal of Euromarketing, 6, 41– 56.Flood, B. (2018, November 7). Taylor Swift, Beyoncé unsuccessful midterm support helps prove that celebrity endorsements don’t matter, critics say. Retrieved from https://www.foxnews.com/entertainment/midterms-proved-hollywood-endorsements-dont-matterGarthwaite, C. and Moore, T.J., (2013). Can celebrity endorsements affect political outcomes? Evidence from the 2008 US Democratic presidential primary. Journal of Law, Economics, & Organization, 29 (2), 355–384.Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self‐image on brand evaluations. Journal of Consumer Marketing, 13, 4 -18.Grossman, Gene, M., and Elhanan Helpman. (1999). Competing for Endorsements. American Economic Review, 89 (3), 501-524.Harris, A. (2018, November 7). America Is Divided by Education. Retrieved from https://www.laroche-posay.jp/?p_id=L00287Kamins. M A. and Gupta K. (1994). Congruence between Spokesperson and Product Type: A Match-up Hypothesis Perspective, Psychology and Marketing, 11(6), 569-586.Hovland, C., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635- 650.Jackson, D. J., & Darrow, T. I. A. (2005). The Influence of Celebrity Endorsements on Young Adults’ Political Opinions. Harvard International Journal of Press/Politics, 10(3), 80-98.Kaufman, G. (2018, October 9). Taylor Swift`s Political Endorsements Have Already Caused a Rush of Voter Registration, Vote.org Finds. Retrieved from https://www.billboard.com/articles/columns/pop/8479035/taylor-swift-political-endorsements-rush-voter-registrationsPage, Benjamin I., Robert Y. Shapiro, and Glenn R. Dempsey. (1987). What Moves Public Opinion? American Political Science Review 81:23-44.Reny, Tyler T., Collingwood, Loren., and Valenzuela, Ali A. (2019). Vote Switching in the 2016 Election: How Racial and Immigration Attitudes, Not Economics, Explain Shifts in White Voting, Public Opinion Quarterly, Volume 83, Issue 1, Spring 2019, 91-113,Romano, A. (2018, November 7). Taylor Swift’s voter push wasn’t enough to turn Tennessee blue. Retrieved from https://www.vox.com/2018/11/7/18065808/taylor-swift-2018-election-endorsements-marsha-blackburnSirgy, M. J. (1982). Self‐concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300.Sirgy, M. J. (1985). Using self‐congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 195-206.Stratmann, Thomas. (2005). ‘‘Some Talk: Money in Politics. A (Partial) Review of the Literature,’’124 Public Choice 135-56.Taylor Swift [@taylorswift]. (2018, Oct 7th). Retrieved from https://www.instagram.com/p/BopoXpYnCes/?utm_source=ig_web_copy_linkTill, B.D., & Busler M. (2000). The Match-Up Hypothesis: Physical Attractiveness, Expertise and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29, 3, 1-13. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900985 en_US
