Narrative Persuasion by Celebrity Source: The Moderating Role of Involvement

Based on constructs from source credibility and narrative engagement theory, this research examines (a) the mediators or processes whereby celebrity (vs. non-celebrity) sources enhance narrative persuasion and (b) the moderators or conditions under which celebrity (vs. non-celebrity) sources persuade. The study employed a two-group (celebrity vs. non-celebrity) between-subjects experimental design with 360 participants. Results showed that, compared to the non-celebrity source, the celebrity source was perceived as more attractive, which increased narrative engagement, consequently led to more positive behavioral intentions and policy opinions, particularly among those with low involvement. These results practically suggest that health campaigns that aim at low involvement audiences could benefit from the use of celebrity sources in narrative messages. This research integrates theories of narrative transportation, source credibility, and the elaboration likelihood model (ELM) to examine how celebrity (vs. non-celebrity) sources influence health campaign effectiveness. By testing the sequential mediating effects of source credibility and narrative engagement, the study provides a more comprehensive understanding of narrative persuasion using celebrity sources, particularly in the context of health campaigns for cardiovascular diseases.