How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context
In social media, there is a prevalence of celebrity-based brand endorsement. How such endorsement works precisely, though, has received scant research. This study is thus designed to examine how consumers’ social media interaction affects parasocial relationships and self-disclosure. In addition, th...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-08-01
|
| Series: | Social Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-0760/11/8/342 |
| _version_ | 1797431699568590848 |
|---|---|
| author | Namhyun Um |
| author_facet | Namhyun Um |
| author_sort | Namhyun Um |
| collection | DOAJ |
| description | In social media, there is a prevalence of celebrity-based brand endorsement. How such endorsement works precisely, though, has received scant research. This study is thus designed to examine how consumers’ social media interaction affects parasocial relationships and self-disclosure. In addition, the current study delves into the impacts parasocial relationships and self-disclosure have on consumers’ attitude toward social media (i.e., Instagram). Lastly, this study also investigates the effects of consumers’ attitude toward social media on consumers’ purchase intention. Study results suggest that social media interaction has positive impacts on parasocial relationships and self-disclosure. Parasocial relationships and self-disclosure have a positive impact on consumers’ attitudes toward Instagram. Finally, this study finds that attitude toward Instagram has a positive impact on consumers’ purchase intention. Practical and theoretical implications are discussed. |
| first_indexed | 2024-03-09T09:49:03Z |
| format | Article |
| id | doaj.art-884458e3fb9d438389aa910db444c9f3 |
| institution | Directory Open Access Journal |
| issn | 2076-0760 |
| language | English |
| last_indexed | 2024-03-09T09:49:03Z |
| publishDate | 2022-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Social Sciences |
| spelling | doaj.art-884458e3fb9d438389aa910db444c9f32023-12-02T00:18:28ZengMDPI AGSocial Sciences2076-07602022-08-0111834210.3390/socsci11080342How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram ContextNamhyun Um0School of Advertising and Public Relations, Hongik University, Sejong 30016, KoreaIn social media, there is a prevalence of celebrity-based brand endorsement. How such endorsement works precisely, though, has received scant research. This study is thus designed to examine how consumers’ social media interaction affects parasocial relationships and self-disclosure. In addition, the current study delves into the impacts parasocial relationships and self-disclosure have on consumers’ attitude toward social media (i.e., Instagram). Lastly, this study also investigates the effects of consumers’ attitude toward social media on consumers’ purchase intention. Study results suggest that social media interaction has positive impacts on parasocial relationships and self-disclosure. Parasocial relationships and self-disclosure have a positive impact on consumers’ attitudes toward Instagram. Finally, this study finds that attitude toward Instagram has a positive impact on consumers’ purchase intention. Practical and theoretical implications are discussed.https://www.mdpi.com/2076-0760/11/8/342celebrityendorsementsocial mediaInstagramparasocial relationship |
| spellingShingle | Namhyun Um How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context Social Sciences celebrity endorsement social media parasocial relationship |
| title | How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context |
| title_full | How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context |
| title_fullStr | How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context |
| title_full_unstemmed | How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context |
| title_short | How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context |
| title_sort | how does celebrity based brand endorsement work in social media the instagram context |
| topic | celebrity endorsement social media parasocial relationship |
| url | https://www.mdpi.com/2076-0760/11/8/342 |
| work_keys_str_mv | AT namhyunum howdoescelebritybasedbrandendorsementworkinsocialmediatheinstagramcontext |