{"id":74935,"date":"2019-11-18T21:34:58","date_gmt":"2019-11-18T21:34:58","guid":{"rendered":"https:\/\/essays.homeworkacetutors.com\/influence-of-celebrity-endorsement-on-purchase-intentions\/"},"modified":"2019-11-18T21:34:58","modified_gmt":"2019-11-18T21:34:58","slug":"influence-of-celebrity-endorsement-on-purchase-intentions","status":"publish","type":"post","link":"https:\/\/www.colapapers.com\/us\/influence-of-celebrity-endorsement-on-purchase-intentions\/","title":{"rendered":"Influence of Celebrity Endorsement on Purchase Intentions"},"content":{"rendered":"
\n

To what extent does the celebrity endorsement on social media influence the purchase intentions of young urban consumers in Vietnam?<\/h4>\n

Much research has been done on the topic of celebrity endorsement and consumer behaviour, however, it is impossible to review all of them in this chapter. Therefore, the researcher will focus on celebrity culture and some aspects of celebrity endorsement including celebrity endorsement in literature, models of celebrity endorsement, celebrity endorsement\u00a0 influence on young consumers and celebrity endorsement on social media.<\/p>\n

Celebrity Culture<\/h2>\n

According to De
\nBacker (2012) and Cashmore (2014), celebrity culture has become a feature of
\nsocial life, which even surrounds and manipulates people. The fact that today\u2019s
\ncelebrities are promoted both as special and ordinary figures with problems
\nthat can be familiar with everyman lowers the barrier between celebrity status
\nand the consumers of popular culture. Consequently, the celebrity is \u201cdrawn
\ninto the routine everyday experience\u201d (De Backer, 2012: 494). Moreover, celebrity
\nis no longer simply a well-known person but can be \u201cmanufactured\u201d by the
\ncelebrity industry (Furedi, 2010; Driessens, 2013; Cashmore, 2014). The
\nprosperity and deep intrigue of celebrity into society and culture are attributed
\nto the media (De Backer, 2012; Driessens, 2013; Cashmore,
\n2014). According to Cashmore (2014: 8). \u201cMedia involvement\u201d is the essence of
\nthe contemporary celebrity culture: consumers are persuaded that ordinary
\npeople \u201cwith no talent, no obvious gifts, nor any characteristic deserving of
\ndistinction were worthy of our serious attention just because they were in the
\nmedia\u201d and as long as the audience remains interest in them, those people
\nremain celebrities. <\/p>\n

Celebrities also possess power to persuade consumers to buy<\/a>. According to Cashmore (2014:2), celebrity provides a solution for advertisers when there are many similar or even identical products to theirs on the market, which are being demonstrated in celebrity endorsement. Celebrities allow their names attached to a product and get paid to make compliments on that product in order to persuade consumers to buy (Cashmore, 2014: 14). The more credible the celebrity seems, the more likely the consumers is to take notice of the message (Cashmore, 2014: 173). Moreover, consumers tend to attribute more prestige to people who are known by many than who are known by fewer people (De Backer, 2012). Besides, media provide celebrities with visual present which is believed to add more credibility to the celebrities (De Backer, 2012: 147). Visuals not only brings audience a sense of authenticity that induces them to believe what they are seeing, but also create an illusion of encounters: they \u201cmeet\u201d the stars so often that they start to think those celebrities are parts of their social network (De Backer, 2012: 148, 149). <\/p>\n

Overview of celebrity endorsement literature<\/h3>\n

According to McCormick (2016), celebrities
\nhold a \u201cunique position in the advertising landscape\u201d for their strong
\nlikeliness to catch public attention as well as being a well-respected figure.
\nHowever, among extant research, the definition of celebrity is not frequently
\nmentioned. \u00a0Most definitions of celebrity
\nin literature agree that celebrity is well-known to the public for their
\nachievements in some areas such as sports, entertainment and politics
\n(Christina, 2003 cited in Mat Dom et al, 2016; Speck, Schumann & Thompson,
\n1988 cited in Muda et al, 2013; Friedman and Friedman, 1979 cited in Sonwalkar
\net al, 2011). However, according to Keel and Nataraajan (2012) (cited in Jain
\n& Roy, 2016: 270), a celebrity is \u201cmore than being someone famous\u201d.
\nCelebrities are also people whose actions and words are noticed by a large
\nshare of a certain group of people, which brings them a \u201cspecific image\u201d
\n(Awasthi & Choraria, 2015). Besides, in some societies, celebrities are
\nconsidered as model of success whose lifestyles and values are aspired by admirers
\n(Muda et al, 2013). Admirers can even imitate celebrities\u2019 fashion styles,
\ncommunication styles and they are likely to choose the brands that celebrities
\nchoose (Muda et al, 2013). Therefore, many companies or brands have used
\ncelebrities in their marketing communication activities (Erdogan, 1999). Such
\ncompanies and brands have a choice of utilising celebrity as testimonial (the
\ncelebrity personally uses and gives reviews on the products based on his
\nexperience), actor (the celebrity endorses the brand as part of character
\nenactment), endorser (the celebrity appears in the brand\u2019s advertising campaign
\nand uses his name to promote the brand) or spokesperson (the celebrity
\nrepresents and speak on behalf of the brand) (Erdogan, 1999; Gupta & Verma,
\n2013). Among these ways of celebrity utilisation in advertising, celebrity
\nendorser catches most attention from researchers.<\/p>\n

The most common definition of celebrity
\nendorser used in extant literature such is the definition of McCracker (1989:
\n310): \u2018any individual who enjoys public recognition and who uses this
\nrecognition on behalf of a consumer good by appearing with it in an
\nadvertisement.\u2019 (Sonwalkar et al, 2011; Muda et al, 2013; Jain & Roy, 2016; McCormick,
\n2016; Bergkvist & Zhou, 2016; Knoll et al, 2017). From McCracker\u2019s
\ndefinition of celebrity endorsers, researchers such as Muda et al (2013);
\nAwasthi & Choraria (2015) and Knoll et al (2017) define celebrity endorsement
\nas an \u201cadvertising technique\u201d that employs the image and the status of the
\ncelebrities for the brand or product promotion, as well as brand differentiation,
\nbrand recognition, brand recall and so on. Besides, celebrity endorsement is
\nalso perceived by Sonwalkar et al (2011: 34) as a
\n\u201cchannel of communication\u201d where celebrities act as the brand spokesperson and
\n\u201cby extending their popularity and personality they certifies the brand\u2019s claim
\nand position\u201d. However, according to Bergkvist & Zhou (2016), McCracker\u2019s definition
\nof celebrity endorser and celebrity endorsement definitions by other
\nresearchers seems to be outdated in the contemporary advertising industry.
\nNowadays, celebrity endorsement appears in many other modes of marketing
\ncommunication other than just advertisement. Thus, Bergkvist & Zhou (2016:
\n644) proposed an updated definition: \u201ca celebrity endorsement is an agreement
\nbetween an individual who enjoys public recognition (a celebrity) and an entity
\n(e.g., a brand) to use the celebrity for the purpose of promoting the entity\u201d.
\nThis revised definition seems to be more relevant to the present-day landscape
\nof advertising when celebrity endorsement is not only present on traditional
\nadvertisements but also on social media and networking sites. Moreover, this
\ndefinition is applicable not only for consumer goods but also for services and
\nnon-commercial entities such as political parties and non-profit organizations
\n(Bergkvist & Zhou, 2016). <\/p>\n

Celebrity endorsement is widely recognized
\nas a very popular advertising strategy (Erdogan, 1999; McCracken, 1989 cited in
\nMalik & Guptha, 2014; Knoll et al, 2017). The history of celebrity
\nendorsement dates back to the nineteenth century (Erdogan, 1999) and its
\ndevelopment was accelerated by the arrival of television in the late 1960s when
\nbrands wanted to feature with media stars to attract consumers\u2019 attention (Jain
\n& Roy, 2016). Since its outset, celebrity endorsement has been heavily
\nemployed in marketing communication to make the advertisements stand out in the
\nsurrounding media clutter (Muda et al, 2013). Some research suggest that every
\nfifth advertisement features celebrity, but the estimates vary across different
\ncountries US: 10% (Belch and Belch, 2013) or 25% (Stephens and Rice 1998) or
\n19% (Elberse & Verleun 2012); the United Kingdom, UK: 21% (Pringle and
\nBinet 2005); Japan: 70% (Kilburn 1998) (Knoll et al, 2017). Therefore, it can
\nbe true that celebrity endorsement has become a \u201cubiquitous feature of modern
\nday marketing\u201d (McCracken, 1989 cited in Malik & Guptha, 2014: 129).<\/p>\n

Literature in celebrity endorsement has
\nsuggested a number of reasons for its popularity among advertisers. One of the
\nmost important reasons is that celebrities help the advertisements stand out
\nand constantly attract consumers\u2019 attention in the clutter of environment due
\nto the celebrities\u2019 status and their physical appeal to the\u00a0 public (Erdogan, 1999; Muda et al, 2013; Jain
\n& Roy, 2016). Besides, according to Kelman (1961) and Ohanian (1990) (cited
\nin Muda et al, 2013: 13), because celebrities are considered to be readily
\nidentifiable, as well as well-respected and believed to be trustworthy,
\nconsumers are more likely to \u201cinternalize the \u201cthings\u201d they say about the
\nendorsed products\u201d. Hence, celebrity endorsement can generate high recall rates
\nfor the advertising message (Erdogan, 1999; Muda et al, 2013; Jain & Roy,
\n2016). According to Erdogan (1999), Popescu (2014), Malik & Guptha (2014),
\nMcCormick (2016), Mat Dom et al (2016), celebrity endorsers are more effective
\nthan non-celebrity endorsers in creating desirable outcomes such as positive
\nattitudes towards the brand, higher purchase intentions and rise in actual
\nsale. Celebrity endorsement can positively influence brand identification,
\nbrand recognition, brand position and brand reposition (Muda et al, 2013;
\nPradhan et al, 2014). In addition, according to Erdogan (1999), celebrity
\nendorsers have qualities such as attractiveness and likability which can be
\ntransferred to the products or the brand through the marketing communication
\nactivities. Therefore, consumers can associate the endorsed products or the
\nbrands with the qualities of the celebrities. In terms of per consumer\u2019 s
\nperception, Clark & Horstman (2003) (cited in Malik & Guptha, 2014: 128)
\nsuggest that such consumers believe endorsed products \u201cwould have higher purchase
\nvalue than its counterpart\u201d, which can motivate consumers to the purchase
\ndecision.<\/p>\n

However, recent research have shown that
\nthere is a substantial decline in the celebrity utilization in advertising over
\nthe past decade (Schimmelpfennig & Hollensen, 2016). Celebrities are less
\nlikely to be perceived as role models for consumers, hence, celebrity
\nendorsement is considered no longer more effective than advertisements using
\nother marketing techniques (Schimmelpfennig & Hollensen, 2016). The
\nresearch by Schimmelpfennig and Hollensen (2016:15) also suggested that besides
\nthe good celebrity\/product fit, in order to make the celebrity endorsement
\neffective, it is important that the advertisement can tell a compelling
\nendorser story to \u201cadd substance to the brand personality\u201d. Individuals with genuine
\ntalent and real passion for their profession might be better to serve as role
\nmodels for consumers than expensive celebrities who have endorsed multiple
\nproducts and are fed up by consumers (Schimmelpfennig & Hollensen, 2016).<\/p>\n

Models in celebrity endorsement\u00a0 <\/h3>\n

According to Erdogan (1999), the
\nliterature on celebrity endorsement consists of four main streams of research:
\nThe Source Credibility Model, The Source Attractiveness Model, The Congruence
\nor Match-up Model and The Meaning Transfer Model. Besides, other models such as
\nthe \u2018Hierarchy of Effects Model\u2019 (Lavidge and Steiner (1961) (cited in Pradhan
\net al, 2014) and Elaboration
\nLikelihood Model (Chaubey et al, 2013) also appear in research on celebrity
\nendorsement.<\/p>\n

The
\nSource Credibility Model and The Source Attractive Model can be sorted in the
\nsame category under the generic name The Source Models (Amos et al, 2008;
\nErdogan, 1999). The Source Credibility Model analyses the factors that leads
\nconsumers to think the communicator is credible (Hovland et al, 1953 cited in
\nAmos et al, 2008). This model says that the credibility of the endorsers
\ndepends on the perceived level of expertise and trustworthiness that consumers
\nhave in the endorsers (Amos et al, 2008; Erdogan, 1999; Chaubey et al, 2013). Expertise
\nrefers to the knowledge, experience or skills of the endorsers (Erdogan, 1999).
\nExpert sources are very likely to affect the perception of consumers about the
\nendorsed products\u2019 quality (Erdogan, 1999; Chaubey at al, 2013). According to
\nOhanian (1990) (cited in Amos et al, 2008), consumers are inclined to agree
\nwith recommendations from the source perceived as high expertise than those
\nfrom low expertise source. \u00a0The other
\nfactor of The Source Credibility Model is the trustworthiness of the endorsers.
\nThe trustworthiness involves the level of confidence that consumers have in the
\nendorsers, whether the endorsers are believable, honest and reliable (Erdogan,
\n1999; Amos et al, 2008; Chaubey et al, 2013). According to Chao et al (2005)
\n(cited in Amos et al, 2008), the trustworthiness of endorsers is regarded to
\nbring positive effect to the effectiveness of celebrity endorsement.<\/p>\n

The
\nSource Attractiveness Model says that the effectiveness of the message depends
\non the similarity, familiarity and liking of the endorsers (Erdogan, 1999; Amos
\net al, 2008). \u00a0If a consumer finds the
\ncelebrity endorser familiar and similar to her and she likes the celebrity, she
\nis more likely to perceive the endorser attractive. According to Erdogan
\n(1999), attractive communicators are more successful in changing belief and generating
\npurchase intentions than the unattractive counterpart. Celebrity endorsers do
\nnot only attract consumers by their physical attractiveness but they can also
\nappeal consumers by virtual attractiveness such as lifestyles and intellectual
\nskills (Erdogan, 1999). However, the influence from the attractiveness of the
\nendorsers on consumers\u2019 purchase intention seems to be ambiguous (Erdogan,
\n1999). On the other hand, Baker and Churchill (1977) (cited in Amos et al,
\n2008) claim that although the attractiveness of the endorsers helps increase
\nthe positive advertisement evaluations, it does not help in stimulating
\nstronger purchase intentions. <\/p>\n

The
\nMatch-up Model suggests that there should be a perfect match between the
\ncelebrity image with the product message (Erdogan, 1999; Chaubey et al, 2013,
\nAmos et al, 2008). This match involves the fit between the celebrity personal
\ncharacteristics and the brand attributes (Erdogan, 1999). The lack of
\nconnection between the celebrities and the brand can lead consumers to
\nunderstand that the company or the brand have paid an amount of money to the
\ncelebrity for the endorsement. As a result, the proper celebrity\/product fit
\nare of great importance for companies when choosing celebrity for the
\nendorsement or the advertisement (Chaubey et al, 2013). <\/p>\n

The
\nMeaning Transfer Model involves the process in which celebrity\u2019s symbolic
\nmeanings go beyond that person and transfer into the endorsed brand or product
\n(Erdogan, 1999). McCracken (1989) (cited in Chaubey et al, 2013; Knoll at all,
\n2017) describes the meaning transfer process in three stages. In the first
\nstage, consumers associate a particular celebrity with meanings such as
\npersonality, lifestyles and attitudes (Chaubey et al, 2013).\u00a0 In the endorsement process, those properties
\nof the celebrity can be transferred into the brand or the product through the
\nadvertisements featuring with the celebrity (Chaubey et al, 2013). Eventually,
\nconsumers acquire the brand meaning through the consumption (Chaubey et al,
\n2013). At this point, the meanings of the celebrity endorsers are transferred
\nto the brand or the product and reside in the consumers\u2019 mind (Chaubey et al,
\n2013). According to Knoll et al (2017), The Meaning Transfer Model goes along
\nwith The Match-up Model. When there is a match between the product (or the
\nbrand) and the celebrity endorser, it is easier for the meanings of the
\ncelebrity to be integrated in the endorsed product (or brand) (Lynch &
\nSchuler, 1994 cited in Knoll et al, 2017).<\/p>\n

Influence of celebrity endorsement on young consumers\u2019 attitudes and purchase intentions<\/h3>\n

Literature
\nabout celebrity endorsement\u2019s influence on young consumers have one assumption
\nin common which is the fact that young consumers are more susceptible to
\ncelebrity endorsement than the older counterparts (Bailey, 2007; Jorge, 2011; Bergkvist
\n& Zhou, 2016; Knoll et al, 2017). According to a research by Atkin and
\nBlock (1983) (cited in Bergkvist & Zhou, 2016), celebrity endorsement
\neffects were more significant on younger (13-17 years) than older (18-77 years)
\nconsumers. Similar finding was revealed in the research by Knoll et al (2017):
\ncelebrity endorsement produced strongest effects on adolescents. However, researchers
\nsuch as Freiden (1984) and Ohanian (1991) failed to find any differences in
\nresponses of consumers at different age to celebrity endorsement\u00a0 (Bergkvist & Zhou, 2016). Besides,
\naccording to Knoll et al (2017), celebrity endorsement becomes less influential
\non young consumers when their age increased. Nevertheless, brand experience was
\nbelieved to be the factor which can moderate the effect of consumer\u2019s age,
\nwhich means when consumers had greater brand experience, there could be no
\ndifference in the meaning transfer effects due to their age (Knoll et al,
\n2017).<\/p>\n

A study by Bailey (2007) investigated the responses
\nof young consumers to positive\/neutral\/negative information about celebrity
\nendorsers. The research result indicated that both positive and negative
\ninformation about celebrity endorsers made young consumers skeptical about the
\nbrand (Bailey, 2007). While they might not turn off a brand by negative
\ninformation about celebrity endorsers as long as their scandals or controversy
\nwere not strongly linked with the brand, they do not entirely trust the
\npositive information about endorsers (Bailey, 2007: 86). The research finding
\nsuggested that the neutral information about celebrity endorsers could be
\nbeneficial for the brand when the targeted audience is young consumers (Bailey,
\n2007).<\/p>\n

Research about celebrity endorsement
\neffects also reveals that celebrity endorsement is a powerful tool in
\nadvertising when young consumers are targeted. Bailey (2007) suggests that young
\nconsumers are the primary targets of celebrity endorsement. \u00a0According to Jorge (2011: 53), celebrities\u2019
\nprivate lives and affluent lifestyles are greatly interested by young people as
\nthey symbolize a dream of success seemingly within everyone\u2019s reach in a
\nsociety that talents are paid off with great economic capacity. Moreover, the
\nproducts that one consumes can be associated with his self-identity and his
\nmaterial possessions can express how important he is in a particular group or
\nin a society (Belk, 1985 cited in Knoll et al, 2017). Therefore, celebrity
\nendorsement adds some meanings into the products or the brand, which makes the
\nproducts more appealing and prominent, as a result, young consumers try to
\ncommunicate a statement about themselves through their consumption (Knoll et
\nal, 2017). Knoll et al (2017) also implies that young consumers are constantly
\nseeking for products that reflect their self-perception, thus, the celebrity in
\nadvertisement matches their self-image, and they are more likely to purchase an
\nendorsed product. <\/p>\n

In addition, gender of consumers can be a
\npotential factor that influences celebrity endorsement effect but not many
\nresearch have done on this topic (Bergkvist & Zhou, 2016). A study by Bush,
\nMartin, and Bush (2004) (cited in Bergkvist & Zhou, 2016) showed that a
\ncelebrity role model had more significant influence for female teenagers than
\nmale. \u00a0In terms of consumers\u2019 response to
\ncelebrity endorsement, \u00a0Liu and Brock
\n(2011) (cited in Bergkvist & Zhou, 2016) revealed that male consumers tend
\nto be more responsive to female celebrity than their counterpart. Although male
\nand female consumers react differently to celebrity endorsement, with regards
\nto brand evaluations, there can be no difference between genders in evaluating
\na brand\/product endorsed by celebrities (Ohanian, 1991; Freiden, 1984 cited in
\nBergkvist & Zhou, 2016). Therefore, there are still rooms for research into
\nthe interactions between consumers\u2019 gender and celebrity endorsers\u2019 gender
\n(Bergkvist & Zhou, 2016). <\/p>\n

Celebrity endorsement on social media<\/h3>\n

The
\nemergence of social media has drastically changed the advertising landscape and
\nhas become an important advertising channel (Um, 2016; Knoll et al, 2017).
\nSince celebrity endorsement has long been employed in traditional media and
\nproved its high potential to bring positive attention to brands, it is likely
\nto be effective on social media (Um, 2016). In fact, celebrity endorsement has
\ncome into non-advertising forms such as postings on Twitter, Facebook or
\nInstagram (Cunningham & Bright, 2012; Um, 2016; Bergkvist
\n& Zhou, 2016). Celebrities make their appearance on social media not only
\nto connect with their fans, promote their own activities but also to promote
\nthe brands they endorse (Cunningham & Bright, 2012; Um, 2016). <\/p>\n

Although social media is fast growing and
\nbecome a new advertising channel, academic research on celebrity endorsement on
\nsocial media is limited (Djafarova & Rushworth, 2017). In his study on the
\neffectiveness of celebrity endorsement on Facebook, Um (2016) found that the more
\nlikely the consumers were to identify the celebrity endorser, the greater
\neffect of the endorsement was to encourage purchase intention. His study also
\nrevealed a close positive relationship between the consumers\u2019 need for social
\naffiliation and their purchase intention. Another research on the celebrity endorsement
\non social media focusing on Instagram was conducted Djafarova & Rushworth
\n(2017).\u00a0 The research findings showed
\nthat purchasing the products endorsed by celebrities enhances consumers\u2019 self-esteem
\nand consumers aspire to the lifestyles of celebrities, hence, they are likely
\nto copy or follow the choices made by celebrities (Djafarova & Rushworth,
\n2017). Besides, Djafarova & Rushworth (2017) also found consumers might be
\naware that celebrities were approached by brands to do the endorsement but
\ntheir decisions to purchase were not likely to be affected by celebrity\u2019s
\nmotive for economic gain because they believed celebrities would not want to
\nruin their reputation by deceptive reviews. Both research mentioned the term
\n\u201celectronic word of mouth\u201d as an influential and persuasive source of
\ninformation on social media (Um, 2016; Djafarova & Rushworth, 2017). Electronic
\nword of mouth refers to the any statement of potential, actual or former
\nconsumers of a brand or a company on the Internet (Hennig-Thurau, Gwinner,
\nWalsh, & Gremler, 2004 cited in Um,, 2016). The influence of electronic
\nword of mouth, to some extent, depends on the communicators (Erkan & Evans,
\n2016; Reichelt, Sievert, & Jacob, 2014 cited in Djafarova & Rushworth,
\n2017). <\/p>\n

Due
\nto the frequent use of young consumers, celebrity endorsement on social media
\nwould be effective when the young consumers are targeted (Knoll et al, 2017). According
\nto Knoll et al (2017), nowadays young consumers, or millennials are not easy to
\nbe manipulated but when they follow a celebrity on social media, they are more
\nlikely to pay attention to the products or brands that celebrity endorses. In
\nterms of gender, female consumers are more prone to buy a product introduced by
\ntheir favorite celebrities than male consumers (Khan & Dhar, 2006; Wilcox
\n& Stephen, 2013; Wilcox et al., 2011 cited in Knoll et al, 2017). Besides, when
\nconsumers\u2019 self-esteem level is high and they feel positive, celebrity
\nendorsement on social media is likely to lead consumers to purchase for
\nindulgence, hedonic purchase or impulse purchase rather rational purchase
\n(Wilcox & Stephen, 2013 cited in Knoll et al, 2017). <\/p>\n

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    To what extent does the celebrity endorsement on social media influence the purchase intentions of young urban consumers in Vietnam? Much research has been done on the topic of celebrity endorsement and consumer behaviour, however, it is impossible to review all of them in this chapter. Therefore, the researcher will focus on celebrity culture and […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8370],"tags":[9845,5294,9887,9867,9888,9889,9890,9886,9885],"class_list":["post-74935","post","type-post","status-publish","format-standard","hentry","category-business-strategy-literature-review","tag-1-dissertation-writing-service-in-uk","tag-bishops-writing-bureau","tag-cn","tag-create-a-paper-using-the-following-criteria","tag-homework-help-assignment-answers","tag-in-1050-word-essay","tag-in-a-4-to-6-page-essay","tag-in-a-page-paper-assignment","tag-write-an-essay-in-words"],"_links":{"self":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts\/74935","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/comments?post=74935"}],"version-history":[{"count":0,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/posts\/74935\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/media?parent=74935"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/categories?post=74935"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.colapapers.com\/us\/wp-json\/wp\/v2\/tags?post=74935"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}