Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement

By W. Gong, Xigen Li. 2017

289 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f0ceb75becd1440a859fa1327251636e119548f4

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Citations in the corpus

Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “Previous studies have demonstrated that physical attractiveness positively impacts advertising effectiveness, particularly with self-expressive products such as perfume and cosmetics (Choi and Rifon 2012; gong and li 2017; Kamins 1990).”
Influencer Marketing and Authenticity in Content Creation (2021, background): “Second, this research yields pivotal insights for marketers on the utility of influencers, who have a different reach in online communities that are formed based on similar interests and shared experiences with the influencer (Gong & Li, 2017).”
Celebrity endorsement and brand passion among air travelers: Theory and evidence (2020, background): “McCracken (1989) and colleagues have explained the meaning transfer model and suggest that endorsers who are well-liked and attractive tend to be effective in transferring the meaning to a brand, creating a distinct personality for the endorsed brand (Paul and Bhakar, 2018; Escalas and Bettman, 2017”
How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “…credibility factors (i.e. expertise, trustworthiness, and attractiveness) do not predict this outcome (Hughes et al., 2019; Lim et al., 2017; Lou & Yuan, 2019; Van Esch et al., 2018) or are not significantly related to engagement (Hughes et al., 2019) or advertising effectiveness (Gong & Li, 2017).”
How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity (2020, result): “The source model provides an appropriate theoretical basis for this study (Erdogan, 1999; Gong and Li, 2017).”