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政大機構典藏 > 商學院 > 企業管理學系 > 會議論文 > Item 140.119/151064

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/151064

Title:	Influencer marketing in China: Examining the psychological mechanism of processing branded content in social media
Authors:	陳冠儒 Chen, Kuan-Ju;Lin, Jhih-Syuan;Shan, Yan
Contributors:	企管系
Keywords:	Influencer marketing;Parasocial identification;Advertising outcomes
Date:	2019-05
Issue Date:	2024-04-29 16:14:46 (UTC+8)
Abstract:	In a context of influencer marketing, this research explores the mechanism through which Chinese consumers develop positive responses toward branded content in social media. A nationwide online survey (N = 511) was conducted in China, revealing that consumers’ parasocial identification with influencers contributed to engagement with, trust in, and attitude toward branded content. Engagement with branded content further mediated the relationships between parasocial identification and trust in and attitude toward branded content respectively, while inferences of manipulative intent moderated such indirect effects. The findings provide insights into the mechanism through which Chinese consumers react to influencer marketing and offers suggestions for practitioners to leverage the persuasive power of influencers efficiently.
Relation:	Annual conference of the European Marketing Academy (EMAC 2019 Annual Conference), European Marketing Academy
Data Type:	conference
Appears in Collections:	[企業管理學系] 會議論文

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