Success Factors in Micro-Celebrity Endorsement : The Role of Informational and Narrative Content in Product Recommendation
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | HCI in Business, Government and Organizations |
| Subtitle of host publication | 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings |
| Editors | Fiona Fui-Hoon Nah, Keng Siau |
| Publisher | Springer |
| Pages | 562-575 |
| ISBN (electronic) | 978-3-030-50341-3 |
| ISBN (print) | 978-3-030-50340-6 |
| Publication status | Published - Jul 2020 |
Publication series
| Name | Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI) |
|---|---|
| Volume | 12204 |
| ISSN (Print) | 0302-9743 |
| ISSN (electronic) | 1611-3349 |
Conference
| Title | 7th International Conference on HCI in Business, Government, and Organizations (HCIBGO 2020), held as part of the 22nd International Conference on Human-Computer Interaction (HCII 2020) |
|---|---|
| Location | virtual |
| Place | Denmark |
| City | Copenhagen |
| Period | 19 - 24 July 2020 |
Link(s)
Abstract
Micro-celebrities (MCs) are people who leverage on their popularity, gained among followers, by showcasing their talent over the Internet. Given the strong influence power of micro-celebrity, micro-celebrity endorsement is becoming a valuable phenomenon. This research aims to explore the impact of informational content and narrative content, which are embedded in micro-celebrity’s recommendation post, on the persuasion effectiveness. From the perspective of elaboration likelihood model (ELM) and narrative transportation theory, a research model is discussed. We propose that the informational content may positively influence persuasion effectiveness through central route, and narrative content may positively influence persuasion effectiveness through peripheral route. Moreover, follower’s emotional attachment and role model-identification on the micro-celebrity may moderate the two processing. A plan for data collection and analysis is discussed. In the future, we will finish the data collection and analysis to justify the proposed hypotheses.
Research Area(s)
- Elaboration likelihood model (ELM), Informational content, Micro-celebrity endorsement (MC endorsement), Narrative content, Narrative transportation theory, Persuasion effectiveness
Citation Format(s)
Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation. / Yang, Wei; Sia, Choon Ling.
HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. ed. / Fiona Fui-Hoon Nah; Keng Siau. Springer, 2020. p. 562-575 (Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI); Vol. 12204).
HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. ed. / Fiona Fui-Hoon Nah; Keng Siau. Springer, 2020. p. 562-575 (Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI); Vol. 12204).
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
