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Updated: Jan 10, 2026

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Narrative Persuasion by Celebrity Source: The Moderating Role of Involvement.

Kayoung Kim1, Chul-Joo Lee2, Se-Hoon Jeong3

  • 1Department of Digital Media and Communication, Gangneung-Wonju National University, Wonju, Korea.

Journal of Health Communication
|November 28, 2025
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Summary

Using celebrity endorsements in health campaigns can boost persuasion, especially for low-involvement audiences. Celebrity attractiveness enhances narrative engagement, leading to better behavioral intentions and policy opinions.

Keywords:
Celebrityattractivenessinvolvementnarrativesourcetransportation

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Area of Science:

  • Health communication
  • Social psychology
  • Persuasion science

Background:

  • Celebrity endorsements are common in health campaigns.
  • Understanding the psychological mechanisms behind their effectiveness is crucial.
  • Existing theories like source credibility and narrative engagement offer potential explanations.

Purpose of the Study:

  • To investigate how celebrity sources influence narrative persuasion compared to non-celebrity sources.
  • To identify the mediating roles of source attractiveness and narrative engagement.
  • To explore moderating factors, such as audience involvement, in celebrity persuasion.

Main Methods:

  • A two-group between-subjects experimental design was used.
  • 360 participants were exposed to either a celebrity or non-celebrity source in a health message.
  • Mediating and moderating effects were statistically analyzed.

Main Results:

  • Celebrity sources were perceived as more attractive than non-celebrity sources.
  • Increased source attractiveness led to higher narrative engagement.
  • Higher narrative engagement resulted in more positive behavioral intentions and policy opinions, especially for low-involvement audiences.

Conclusions:

  • Celebrity attractiveness acts as a key mediator in narrative persuasion.
  • Audience involvement moderates the effectiveness of celebrity endorsements.
  • Health campaigns targeting low-involvement audiences can leverage celebrity narratives for greater impact.