Microblogging reactions to celebrity endorsement : effects of parasocial relationship and source factors

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

8 Scopus Citations
View graph of relations

Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)187-203
Journal / PublicationChinese Journal of Communication
Volume12
Issue number2
Online published1 Nov 2018
Publication statusPublished - 2019

Abstract

Companies have begun to utilize celebrity microbloggers to promote their brands and products because the microblog has become an influential social media channel in people’s daily lives. This study explores the predictors of followers’ microblogging reactions to celebrity endorsement on microblogs, including the acceptance of posting celebrity endorsements as well as the intentions to retweet and continue following the celebrity microblogger. The results of an online survey (N = 862) indicated that parasocial relationships (PSR) and celebrity–product congruence were salient antecedents of the followers’ microblogging reactions to celebrity endorsements, while the celebrity microblogger’s attractiveness and credibility had no significant impact on the followers’ reactions to celebrity endorsement. The followers’ acceptance of posting celebrity endorsements on microblogs served as a mediator between the PSR and the followers’ intentions to retweet the endorsement messages and to continue following the celebrity microblogger. A conceptual model is developed to demonstrate the influential process of celebrity endorsements in the microblog context.

Research Area(s)

  • celebrity, endorsement, parasocial relationship, microblog, social media, source models