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題名 When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive
作者 陳冠儒
Chen, Kuan-Ju
Shan, Yan
Lin, Jhih-Syuan
林芝璇
貢獻者 企管系
關鍵詞 social media influencers ;  self-influencer congruence ;  parasocial identification ;  perceived endorser motive ;  attitude ;  engagement ;  purchase intention
日期 2019
上傳時間 21-Jul-2020 13:20:27 (UTC+8)
摘要 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.
關聯 International Journal of Advertising, 39:5, 590-610
資料類型 article
DOI https://doi.org/10.1080/02650487.2019.1678322
dc.contributor 企管系-
dc.creator (作者) 陳冠儒-
dc.creator (作者) Chen, Kuan-Ju-
dc.creator (作者) Shan, Yan-
dc.creator (作者) Lin, Jhih-Syuan-
dc.creator (作者) 林芝璇-
dc.date (日期) 2019-
dc.date.accessioned 21-Jul-2020 13:20:27 (UTC+8)-
dc.date.available 21-Jul-2020 13:20:27 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2020 13:20:27 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130720-
dc.description.abstract (摘要) 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.-
dc.format.extent 1843419 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) International Journal of Advertising, 39:5, 590-610-
dc.subject (關鍵詞) social media influencers ;  self-influencer congruence ;  parasocial identification ;  perceived endorser motive ;  attitude ;  engagement ;  purchase intention-
dc.title (題名) When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive-
dc.type (資料類型) article-
dc.identifier.doi (DOI) 10.1080/02650487.2019.1678322-
dc.doi.uri (DOI) https://doi.org/10.1080/02650487.2019.1678322-