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Cited by 690

The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.

The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

Park, Hyun Jung, Lin, Li Min·2020·Journal of Retailing and Consumer Services
DOI 10.1016/j.jretconser.2019.101934
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Abstract

Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to celebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers.

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Citations

Cites

Research works printed but not linked: 28

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Cited by

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Metadata

Authors
Park, H. J., & Lin, L. M.
Venue
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Published
2020-01
Volume
52
Pages
101934
ISSN
0969-6989 (ISSN-L)
DOI
10.1016/j.jretconser.2019.101934
OpenAlex
W2971171488
Cited by
690
References
7
FWCI
82.30
Type
journal article
Language
en
Open access
closed
Licence
  • www.elsevier.com/tdm/userlicense/1.0/ (tdm)
  • www.elsevier.com/legal/tdmrep-license (tdm)

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.