Engaging fans on microblog : the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review

208 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)720-732
Journal / PublicationPsychology and Marketing
Volume34
Issue number7
Publication statusPublished - 1 Jul 2017

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.

Research Area(s)

  • celebrity endorsement, microblogs, parasocial interaction, source models