@inproceedings{772dd3c373db4730b95711951d606d1a,
title = "Why blogger sells: An approach from the attachment theory",
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{\textquoteright}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.",
keywords = "Attachment theory, Micro-celebrity endorsement",
author = "Wei Yang and Sia, {Choon Ling}",
year = "2018",
month = jul,
doi = "10.1007/978-3-319-91716-0_42",
language = "English",
isbn = "9783319917153",
series = "Lecture Notes in Computer Science",
publisher = "Springer International Publishing ",
pages = "526--535",
editor = "Nah, {Fiona Fui-Hoon} and Xiao, {Bo Sophia}",
booktitle = "HCI in Business, Government, and Organizations",
address = "Switzerland",
note = "5th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2018 Held as Part of HCI International 2018 ; Conference date: 15-07-2018 Through 20-07-2018",
}