The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement
Abstract
Brand managers use celebrity microbloggers to endorse their products on microblogs. Previous studies on celebrity endorsement mechanisms concentrated on source factors such as celebrity's characteristics and celebrity—product congruence. This study introduces a new audience factor: the fan–celebrity parasocial interaction (PSI) to explore the celebrity endorsement mechanism within a microblog context. The study hypothesizes that PSI and source factors (credibility, attractiveness, and congruence) significantly influence endorsement effectiveness. The results of an online survey (N = 862) indicate that PSI and celebrity–product congruence are salient antecedents of endorsement effectiveness. PSI serves as a mediator of the effect of source attractiveness on endorsement effectiveness. Source credibility and celebrity–product congruence are mediators between PSI and endorsement effectiveness. The study develops and tests a conceptual model to illustrate the influential mechanism of celebrity endorsement on microblog platforms.
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Cites
Mass Communication and Para-Social Interaction
Horton, D., & Richard Wohl, R. (1956) · Psychiatry · doi:10.1080/00332747.1956.11023049 · Cited by 4,380
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000) · Journal of Advertising · doi:10.1080/00913367.2000.10673616 · Cited by 1,301
Labrecque, L. I. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.003 · Cited by 971
Horton and Wohl revisited: exploring viewers’ experience of parasocial interaction
Hartmann, T., & Goldhoorn, C. (2011) · Journal of Communication · doi:10.1111/j.1460-2466.2011.01595.x · Cited by 569
Cited by
Lee, J. A., Sudarshan, S., Sussman, K. L., Bright, L. F., & Eastin, M. S. (2022) · International Journal of Advertising · doi:10.1080/02650487.2021.1964226 · Cited by 265
Leite, F. P., & Baptista, P. D. P. (2022) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2021.1935275 · Cited by 244
Content marketing in e-commerce platforms in the internet celebrity economy
Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020) · Industrial Management & Data Systems · doi:10.1108/imds-05-2019-0270 · Cited by 205
Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021) · Journal of Vacation Marketing · doi:10.1177/1356766721995973 · Cited by 171
Bi, N. C., & Zhang, R. (2023) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-08-2021-0214 · Cited by 170
Metadata
- Authors
- Gong, W., & Li, X.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 2017-06-09
- Volume
- 34
- Issue
- 7
- Pages
- 720-732
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W2624347722
- Cited by
- 295
- References
- 5
- FWCI
- 31.45
- Type
- journal article
- Language
- en
- Open access
- closed
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- Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing. https://doi.org/10.1002/mar.21018
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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