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Purpose
Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers.


Design/methodology/approach
In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies.


Findings
Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers.


Research limitations/implications
The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement.


Practical implications
We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience's purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities' expertise and the endorsed product type.


Originality/value
This is the first qualitative study on consumers' perception of product endorsement at the level of online DIY and traditional celebrity endorsers.

PurposeVirtual reality (VR), as a new type of media technology, significantly improves the audience experience with product presentation in the marketing communication field. The apartment rental market, particularly in China, has no exception in adopting VR technology in its communication strategy. VR usage has been boosted since the outbreak of COVID-19 and has become a widespread application in the global apartment rental market. Although extant studies have analyzed how real estate companies use VR technology to enhance customer experience, few studies have been made to explore the power of VR in apartment rental advertising, particularly in targeting the youth in China market. To fill this research gap, this study aims to figure out how young consumers perceive VR advertising and characteristics of VR used in apartment rental advertisements, and how VR advertising affects young consumers' intentions to rent an apartment.Design/methodology/approachA cross-sectional survey was conducted in 2021 with 301 Chinese university students aged 18 to 23. All respondents were invited offline and guided to watch one selected rental advertisement with VR technology featuring an apartment of about 50 square meters and then complete a questionnaire.FindingsVR's media richness in the apartment rental advertising increases its sense of presence perceived by the survey respondents. Both VR's media richness and sense of presence positively influence respondents' attitudes toward the advertised apartment. If respondents evaluate the advertised apartment positively, they are more willing to rent the advertised apartment.Research limitations/implicationsThe sample size is not large enough to represent all Generation Z consumers in China. The use of the nonprobability sampling method also limits the generalizability of the study results.Practical implicationsTo counter the challenges created by COVID-19, apartment rental service providers and apartment owners/landlords are suggested to enhance the application of VR technology to the apartment rental advertisements to grow young consumers' interest in the advertised apartments and even their renting intention.Originality/valueTo the best of the authors' knowledge, this is the first quantitative study to assess young consumers' responses to VR apartment rental advertising in China.

Purpose
This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.


Design/methodology/approach
An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.


Findings
Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers' attitudes toward celebrity endorsers mediate the impact of celebrity endorsers' attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.


Practical implications
First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers' perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.


Originality/value
To the best of the authors' knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

AbstractShifting political interests of government officials stemming from the Provincial Party Congress (PPC) affects the efficiency of urban innovation. In this paper, intra-city collaborative innovation efficiency (CIE) and inter-city CIE were both analyzed. The intra-city CIE among 285 Chinese cities from 2004 to 2018 was estimated using network data envelopment analysis model, with a gravity model utilized to measure inter-city CIE. Based on a fixed-effect model, the relationship between estimated change in CIE and political cycle is revealed from the perspective of PPC. The study finds that across all cities, (1) cyclical fluctuations in CIE synchronize with the timing of PPC. The inter-city CIE is more sensitive to political cycles than that of intra-city. (2) The turnover effect of PPC cannot be equated with leadership transition alone at non-PPC years. Furthermore, heterogeneity analysis identified differential effects of features of government officials and cities on political cycles of urban CIE.

AbstractThe relationship between collaborative innovation and innovation efficiency has attracted the attention of researchers in recent years. However, few studies have integrated intra‐regional and inter‐regional collaborative innovations (IRCI) into a unified framework to analyze the overall impact of regional innovation efficiency. To fill this gap, this paper uses an improved Data Envelopment Analysis Model to measure the innovation efficiency of Chinese cities from 2003 to 2016 based on the regional innovation capability. Using the Coupling Coordination Degree Model to measure the degree of intra‐regional collaborative innovation, we constructed a Capability Structure Model to measure the degree of IRCI, then used the Spatial Durbin Model to empirically analyze the influence of intra‐regional and IRCI on regional innovation efficiency. The results show that: (a) both intra‐regional and IRCI promote regional innovation efficiency, but the internal factors are the primary influences on regional innovation efficiency; (b) intra‐regional collaborative innovation not only promotes local regional innovation efficiency but also promotes innovation efficiency in other regions effectively, although its driving effect on the local region is higher than on other regions; (c) there is a time lag in promoting regional innovation efficiency through the cooperation and interaction among innovation in knowledge, technological, industrial, and service, and environment capabilities. The regional innovation capacities can result in good collaborative innovation effects only after a certain period of cooperation.