Breaking stereotypes: investigating the dynamics of male celebrity endorsements in China’s cosmetic industry

Purpose Male celebrities are increasingly being chosen to endorse female cosmetic brands by marketing managers, yet this practice has not received sufficient scholarly attention. This study aims to explore the dynamics of male celebrities endorsing cosmetic brands. Design/methodology/approach The study employs the netnography approach to collect data from an online community. Findings The study contributes to the marketing literature by providing a conceptual framework of male celebrities endorsing cosmetic brands, highlighting the key attributes that contribute to the effectiveness of these endorsements, the evolution of relationships between fans, celebrities and brands, the features of this dynamic relationship and the influence of male celebrity endorsements on fans’ purchase decisions. Originality/value This research sheds light on an emerging trend in the marketing industry and provides valuable managerial insights for marketers seeking to effectively use male celebrity endorsements to promote female cosmetic brands.