Do Celebrity Endorsements Matter? a Twitter Experiment Promoting Vaccination in Indonesia

• 成果类型: Article
• 署名作者: Alatas, Vivi; Chandrasekhar, Arun G.; Mobius, Markus; Olken, Benjamin A.; Paladines, Cindy
• 署名单位: National Bureau of Economic Research; Stanford University; National Bureau of Economic Research; Microsoft; Massachusetts Institute of Technology (MIT)
• 刊物名称: ECONOMIC JOURNAL
• ISSN/ISSBN: 0013-0133
• DOI: 10.1093/ej/uead102
• 发表日期: 2024
• 页码: 913-933
• 关键词: diffusion; inference

摘要

Do celebrity endorsements matter? And if so, how can celebrities communicate effectively? We conduct a nationwide Twitter experiment in Indonesia promoting vaccination. Celebrity messages are 72% more likely to be passed on or liked than similar messages without a celebrity's imprimatur. In total, 66% of the celebrity effect comes from authorship, compared to passing on messages. Citing external medical sources decreases retweets by 27%. Phone surveys show that those randomly exposed to messaging have fewer incorrect beliefs and report more vaccination among friends and neighbours. The results can inform public health campaigns and celebrity public service more generally.