 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
全文笔数/总笔数 : 118295/149332 (79%)
造访人次 : 78114678
在线人数 : 1517
|
|
|
数据加载中.....
|
请使用永久网址来引用或连结此文件:
https://nccur.lib.nccu.edu.tw/handle/140.119/117039
|
| 题名: | Understanding consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram |
| 作者: | 林芝璇
Phua, Joe
Lin, Jhih-Syuan
Limn, Dong Jae |
| 贡献者: | 廣告系 |
| 关键词: | Celebrity endorsement;Consumer engagement;E-cigarette;Instagram;Parasocial identification |
| 日期: | 2018-07 |
| 上传时间: | 2018-05-07 15:43:11 (UTC+8) |
| 摘要: | Considering that e-cigarette use is often glamorized on social media through celebrity endorsements, this study examined the effects of product-celebrity image congruence, consumer-celebrity risk-oriented image congruence, and parasocial identification on consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram. Results indicated that high product-celebrity image congruence, and high consumer-celebrity risk-seeking image congruence, led to significantly more positive ad attitude and greater intention to spread eWOM and use e-cigarettes. Consumer-celebrity risk-averse image congruency, meanwhile, led to significantly less favorable ad attitude and lower intention to spread eWOM and use e-cigarettes. Post-hoc analyses further suggested that smoking status and gender (match vs. mismatch between consumer and celebrity) had a significant influence on processing of, and consumer engagement with, e-cigarette Instagram ads. Additionally, parasocial identification moderated the effects of celebrity-product image congruence, and consumer-celebrity risk-oriented image congruence, on key engagement measures. Theoretical and managerial implications for researchers, marketers, and policy makers are discussed. |
| 關聯: | Computers in Human Behavior, Vol.84, pp.93-102 |
| 数据类型: | article |
| DOI 連結: | https://doi.org/10.1016/j.chb.2018.02.031 |
| DOI: | 10.1016/j.chb.2018.02.031 |
| 显示于类别: | [廣告學系] 期刊論文
|
文件中的档案:
| 档案 |
描述 |
大小 | 格式 | 浏览次数 |
|---|
| 93-102.pdf | | 1007Kb | Adobe PDF2 | 773 | 检视/开启 |
|
在政大典藏中所有的数据项都受到原著作权保护.
|
著作權政策宣告 Copyright Announcement1.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.
