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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/117039

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/117039

Title:	Understanding consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram
Authors:	林芝璇 Phua, Joe Lin, Jhih-Syuan Limn, Dong Jae
Contributors:	廣告系
Keywords:	Celebrity endorsement;Consumer engagement;E-cigarette;Instagram;Parasocial identification
Date:	2018-07
Issue Date:	2018-05-07 15:43:11 (UTC+8)
Abstract:	Considering that e-cigarette use is often glamorized on social media through celebrity endorsements, this study examined the effects of product-celebrity image congruence, consumer-celebrity risk-oriented image congruence, and parasocial identification on consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram. Results indicated that high product-celebrity image congruence, and high consumer-celebrity risk-seeking image congruence, led to significantly more positive ad attitude and greater intention to spread eWOM and use e-cigarettes. Consumer-celebrity risk-averse image congruency, meanwhile, led to significantly less favorable ad attitude and lower intention to spread eWOM and use e-cigarettes. Post-hoc analyses further suggested that smoking status and gender (match vs. mismatch between consumer and celebrity) had a significant influence on processing of, and consumer engagement with, e-cigarette Instagram ads. Additionally, parasocial identification moderated the effects of celebrity-product image congruence, and consumer-celebrity risk-oriented image congruence, on key engagement measures. Theoretical and managerial implications for researchers, marketers, and policy makers are discussed.
Relation:	Computers in Human Behavior, Vol.84, pp.93-102
Data Type:	article
DOI 連結:	https://doi.org/10.1016/j.chb.2018.02.031
DOI:	10.1016/j.chb.2018.02.031
Appears in Collections:	[廣告學系] 期刊論文

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