| dc.contributor | 廣告系 | zh_Tw |
| dc.creator (作者) | 林芝璇 | zh_TW |
| dc.creator (作者) | Phua, Joe | en_US |
| dc.creator (作者) | Lin, Jhih-Syuan | en_US |
| dc.creator (作者) | Limn, Dong Jae | en_US |
| dc.date (日期) | 2018-07 | |
| dc.date.accessioned | 7-May-2018 15:43:11 (UTC+8) | - |
| dc.date.available | 7-May-2018 15:43:11 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-May-2018 15:43:11 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/117039 | - |
| dc.description.abstract (摘要) | 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. | en_US |
| dc.format.extent | 1031286 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Computers in Human Behavior, Vol.84, pp.93-102 | |
| dc.subject (關鍵詞) | Celebrity endorsement;Consumer engagement;E-cigarette;Instagram;Parasocial identification | en_US |
| dc.title (題名) | Understanding consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram | en_US |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1016/j.chb.2018.02.031 | |
| dc.doi.uri (DOI) | https://doi.org/10.1016/j.chb.2018.02.031 | |
