Eye-tracking study of the celebrity effect on microblogging browsing: an example from Sina microblog

Pang, Huishan; Gao, Ying; He, Jibo; Ling-cong, Zhang

doi:10.1080/0144929x.2020.1771417

Cited by 3 publications

(3 citation statements)

References 37 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results of H1 align with the results uncovered by Felix and Borges (2014) [28], who found that when consumers perceive consistency between celebrities and their promoted products, the promotions acquire more credibility. At the same time, it can reasonably conclude that H2 aligns with the results in Choi and Rifon (2012) [7], who confirmed two assertions: first, celebrity congruence with consumers can strengthen their favorable impression of the given celebrity's product endorsement, and second, products recommended by celebrities have higher credibility and attract greater purchase intention than do products recommended by non-celebrities [12]. Consistency seems to enhance the credibility of recommendations.…”

Section: Discussionsupporting

confidence: 77%

“…Internet celebrities are spokespersons for products, brands, and organizations because of online popularity in a particular cultural or social milieu. A characteristic that these individuals have in common is their rapid rise to fame, often through participation in some real or virtual events that attract widespread attention from netizens [12] and can realize social assets through self-promotion [13]. Other scholars describe Internet celebrities as people possessing a degree of expertise on a saleable product or service in a relevant field [6,14,15].…”

Section: Theoretical Backgrounds and Research Hypothesesmentioning

confidence: 99%

“…The value that fans assign to the original content can be measured in the number of followers, likes, and re-posts that these social media accounts garner. Another measure of the value that fans assign to an Internet celebrity is the extent to which this person influences their perceptions and behaviors [1,12].…”

Section: Theoretical Backgrounds and Research Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

Effects of Celebrity–Product/Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention

2022

View full text Add to dashboard Cite

It is well known that the consistency of Internet celebrity affects consumers’ purchase intention, but there are few studies on the logic behind the influence. This study investigates the impact of Internet celebrity congruence factors (celebrity congruence with the recommended products and celebrity congruence with followers) on followers’ purchasing psychological states and purchase behaviors. The research model is rooted in congruence theory and social-network theory and we conducted an empirical study on Tiktok and IG followers of celebrities. Then, we used partial least squares structural equation modeling (PLS–SEM) to analyze 297 valid questionnaires. The results show the congruence of Internet celebrity with both followers and products promotes follower product adoption; the congruence does so by enhancing followers’ perception that the recommendations are credible, in turn increasing the followers’ confidence in, desire for, and motivation to buy the product. This study explains that the congruence of Internet celebrities with followers and products must be strongly present in the recommendation, which leads to a high credibility recommendation. A high credibility recommendation greatly influences consumers’ pre-purchase psychological states and thus enhance their purchase intention. This study demonstrates to practitioners that when consumers’ purchase intention is lower than expected, it is necessary to consider the credibility of the recommendation.

show abstract

Section: Discussionsupporting

confidence: 77%