When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive
By Yan Shan, Kuan-Ju Chen, Jhih-Syuan Lin. International Journal of Advertising, 2019
350 citations recorded by the source corpus.
Abstract 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.
Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/9942d38296c5a1a5226c7b41ea84dde58bd5c892
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Literature and Literary Theory
In Marketing
In Sociology and Political Science
Citations in the corpus
- Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram (2021, background): “A study showed that close fit between an influencer and the individual’s ideal image resulted in positive endorsement effects (shan, Chen, and Lin 2020). similarly, individuals might feel a stronger connection with an influencer of the same gender, as evidenced by social identity theory (Tajfel…”