Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement

This study introduces a new audience factor: the fan–celebrity parasocial interaction (PSI) to explore the celebrity endorsement mechanism within a microblog context. The study hypothesizes that PSI and source factors (credibility, attractiveness, and congruence) significantly influence endorsement effectiveness. The results of an online survey (N = 862) indicate that PSI and celebrity–product congruence are salient antecedents of endorsement effectiveness. PSI serves as a mediator of the effect of source attractiveness on endorsement effectiveness. Source credibility and celebrity–product congruence are mediators between PSI and endorsement effectiveness. The study develops and tests a conceptual model to illustrate the influential mechanism of celebrity endorsement on microblog platforms.

Source: Psychology and Marketing - June 9, 2017 Category: Psychiatry & Psychology Authors: Wanqi Gong, Xigen Li Tags: RESEARCH ARTICLE Source Type: research