政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/130720

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51616983 Online Users : 526

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/130720

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/130720

Title:	When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive
Authors:	陳冠儒 Chen, Kuan-Ju Shan, Yan Lin, Jhih-Syuan 林芝璇
Contributors:	企管系
Keywords:	social media influencers; self-influencer congruence; parasocial identification; perceived endorser motive; attitude; engagement; purchase intention
Date:	2019
Issue Date:	2020-07-21 13:20:27 (UTC+8)
Abstract:	Given the prevalence of social media usage among consumers in China and the rise of social media endorsements, it is important to understand the effects of social media influencers and their product endorsements on consumers. The present study explores the effects of self-influencer congruence on brand attitude, brand engagement, and purchase intention in China’s dynamic social media context. The perceived motive of social media influencer’s endorsement behavior, parasocial identification with social media influencers, and their roles in the endorsement process were examined. The results of this study suggest that a high degree of congruence between the image of a social media influencer and the consumer’s ideal self-image leads to effective endorsement outcomes. Parasocial identification was found to mediate the relationship between self-influencer congruence and endorsement outcomes while perceived endorser motive was found to moderate the effects of self-influencer congruence on such outcomes through parasocial identification.
Relation:	International Journal of Advertising, 39:5, 590-610
Data Type:	article
DOI 連結:	https://doi.org/10.1080/02650487.2019.1678322
DOI:	10.1080/02650487.2019.1678322
Appears in Collections:	[傳播學院] 期刊論文 [企業管理學系] 期刊論文

Files in This Item:

File	Description	Size	Format
16.pdf		1800Kb	Adobe PDF2	317	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...