Journal
PSYCHOLOGY & MARKETING
Volume 34, Issue 7, Pages 720-732Publisher
WILEY
DOI: 10.1002/mar.21018
Keywords
celebrity endorsement; microblogs; parasocial interaction; source models
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Brand managers use celebrity microbloggers to endorse their products on microblogs. Previous studies on celebrity endorsement mechanisms concentrated on source factors such as celebrity's characteristics and celebrityproduct congruence. 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.
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