Why blogger sells : An approach from the attachment theory

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationHCI in Business, Government, and Organizations
EditorsFiona Fui-Hoon Nah, Bo Sophia Xiao
PublisherSpringer International Publishing AG
Pages526-535
ISBN (Electronic)9783319917160
ISBN (Print)9783319917153
Publication statusPublished - Jul 2018

Publication series

NameLecture Notes in Computer Science
Volume10923
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Title5th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2018 Held as Part of HCI International 2018
PlaceUnited States
CityLas Vegas
Period15 - 20 July 2018

Abstract

This research studies the micro-celebrity endorsement effectiveness. To be more specific, we consider a typical social media enabled micro-celebrity: bloggers. This research asks two questions: 1, how does bloggers leverage the social media to recommend products; 2, what are the underlying psychological mechanisms? We adopt attachment theory to explain the research questions. We propose that factors that can fulfill the follower’s self-enabling needs, self-enriching needs and self-gratifying needs are important to build attachment towards micro-celebrities. In advance, the attachment will lead to purchase behavior. A conceptual model is built and the further data collection will be conducted later.

Research Area(s)

  • Attachment theory, Micro-celebrity endorsement

Citation Format(s)

Why blogger sells : An approach from the attachment theory. / Yang, Wei; Sia, Choon Ling.

HCI in Business, Government, and Organizations. ed. / Fiona Fui-Hoon Nah; Bo Sophia Xiao. Springer International Publishing AG, 2018. p. 526-535 (Lecture Notes in Computer Science; Vol. 10923 ).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review