The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement
By H. Park, Li Lin. 2020
651 citations recorded by the source corpus.
Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to celebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/5e0259da44d55fcff4d2866bbe6d5eaca4214bc3
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
In Sociology and Political Science
Citations in the corpus
- Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Self-product fit relates positively to purchase intention [55].”