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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: http://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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