政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137580

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109952/140887 (78%)
Visitors : 46319164 Online Users : 1117

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 期刊論文 > Item 140.119/137580

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/137580

Title:	Influencer marketing in China: The roles of parasocial identification, consumer engagement, and inferences of manipulative intent
Authors:	林芝璇 Lin, Jhih-Syuan 陳冠儒 Chen, Kuan-Ju Shan, Yan
Contributors:	傳播學院
Date:	2021-06
Issue Date:	2021-10-27 14:33:19 (UTC+8)
Abstract:	Considering trends in influencer marketing, this research explores the mechanism by which Chinese consumers develop responses to branded content on social media, especially the key psychological factors that may positively or negatively affect that process. To substantiate the proposed conceptual frameworks, we used data from a nationwide online survey (N = 511) conducted in China. The results revealed that consumers` parasocial identification with social media influencers contributed to their engagement with, trust in, and attitude toward branded content associated with the influencers. Their engagement with branded content also mediated the relationships between parasocial identification and trust in as well as attitude toward such content. Beyond that, inferences of manipulative intent played a significant role in moderating those indirect effects. The findings are interpreted in terms of theoretical and managerial implications.
Relation:	Journal of Consumer Behaviour, Vol.20, No.6, pp.1436-1448
Data Type:	article
DOI 連結:	https://doi.org/10.1002/cb.1945
DOI:	10.1002/cb.1945
Appears in Collections:	[傳播學院] 期刊論文 [企業管理學系] 期刊論文

Files in This Item:

File	Description	Size	Format
34.pdf		856Kb	Adobe PDF2	257	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...