Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation

Wei Yang; Choon Ling Sia

doi:10.1007/978-3-030-50341-3_42

Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation

^*Corresponding author for this work

Department of Information Systems

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

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.

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
DOIs	https://doi.org/10.1007/978-3-030-50341-3_42
Publication status	Published - Jul 2020
Event	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) - virtual, Copenhagen, Denmark Duration: 19 Jul 2020 → 24 Jul 2020 http://2020.hci.international/

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

Conference	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)
Country/Territory	Denmark
City	Copenhagen
Period	19/07/20 → 24/07/20
Internet address	http://2020.hci.international/

Research Keywords

Elaboration likelihood model (ELM)
Informational content
Micro-celebrity endorsement (MC endorsement)
Narrative content
Narrative transportation theory
Persuasion effectiveness

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10.1007/978-3-030-50341-3_42

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Yang, W., & Sia, C. L. (2020). Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation. In F. F.-H. Nah, & K. Siau (Eds.), HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings (pp. 562-575). (Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI); Vol. 12204). Springer . https://doi.org/10.1007/978-3-030-50341-3_42

Yang, Wei ; Sia, Choon Ling. / Success Factors in Micro-Celebrity Endorsement : The Role of Informational and Narrative Content in Product Recommendation. HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. editor / Fiona Fui-Hoon Nah ; Keng Siau. Springer , 2020. pp. 562-575 (Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI)).

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title = "Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation",

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{\textquoteright}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{\textquoteright}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.",

keywords = "Elaboration likelihood model (ELM), Informational content, Micro-celebrity endorsement (MC endorsement), Narrative content, Narrative transportation theory, Persuasion effectiveness, Elaboration likelihood model (ELM), Informational content, Micro-celebrity endorsement (MC endorsement), Narrative content, Narrative transportation theory, Persuasion effectiveness, Elaboration likelihood model (ELM), Informational content, Micro-celebrity endorsement (MC endorsement), Narrative content, Narrative transportation theory, Persuasion effectiveness",

author = "Wei Yang and Sia, {Choon Ling}",

year = "2020",

month = jul,

doi = "10.1007/978-3-030-50341-3_42",

language = "English",

isbn = "978-3-030-50340-6",

series = "Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI)",

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pages = "562--575",

editor = "Nah, {Fiona Fui-Hoon} and Keng Siau",

booktitle = "HCI in Business, Government and Organizations",

note = "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) ; Conference date: 19-07-2020 Through 24-07-2020",

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Yang, W & Sia, CL 2020, Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation. in FF-H Nah & K Siau (eds), HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI), vol. 12204, Springer , pp. 562-575, 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), Copenhagen, Denmark, 19/07/20. https://doi.org/10.1007/978-3-030-50341-3_42

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).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - Success Factors in Micro-Celebrity Endorsement

T2 - 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)

AU - Yang, Wei

AU - Sia, Choon Ling

PY - 2020/7

Y1 - 2020/7

N2 - 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.

AB - 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.

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KW - Informational content

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KW - Narrative content

KW - Narrative transportation theory

KW - Persuasion effectiveness

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KW - Informational content

KW - Micro-celebrity endorsement (MC endorsement)

KW - Narrative content

KW - Narrative transportation theory

KW - Persuasion effectiveness

KW - Elaboration likelihood model (ELM)

KW - Informational content

KW - Micro-celebrity endorsement (MC endorsement)

KW - Narrative content

KW - Narrative transportation theory

KW - Persuasion effectiveness

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U2 - 10.1007/978-3-030-50341-3_42

DO - 10.1007/978-3-030-50341-3_42

M3 - RGC 32 - Refereed conference paper (with host publication)

SN - 978-3-030-50340-6

T3 - Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI)

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ER -

Yang W , Sia CL. Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation. In Nah FFH, Siau K, editors, HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Springer . 2020. p. 562-575. (Lecture Notes in Computer Science (including subseries Information Systems and Applications, incl. Internet/Web, and HCI)). doi: 10.1007/978-3-030-50341-3_42

Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation

Abstract

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Research Keywords

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