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/140.119/159419
|
| 题名: | 社群媒體影響者之個人品牌建構過程與影響效果：品牌權益觀點
The Antecedents and Outcomes of Personal Branding for Social Media Influencers: A Brand Equity Perspective |
| 作者: | 費喬登
Fei, Chiao-Deng |
| 贡献者: | 白佩玉
Pai, Pei-Yu
費喬登
Fei, Chiao-Deng |
| 关键词: | 社群媒體影響者
擬社會互動
擬社會關係
擬社會真實
個人品牌
個人品牌畫布
情感依附
品牌權益
品牌契合
Social Media Influencer
Parasocial Interaction
Parasocial Relationship
Parasocial Authenticity
Personal Brand
Personal Brand Canvas Model
Emotional Attachment
Brand Equity
Brand Fit |
| 日期: | 2025 |
| 上传时间: | 2025-09-01 16:58:52 (UTC+8) |
| 摘要: | 現今的社群媒體行銷環境中，社群媒體影響者逐漸成為品牌溝通與消費者決策過程中的重要角色。相較於傳統媒體，社群媒體影響者憑藉與消費者之間的頻繁互動及真實性展現，能夠快速累積大量關注與影響力，進而成為具有獨特價值與定位之個人品牌，並對品牌訊息之溝通與傳播帶來深遠影響。然而，目前大多為訊息傳遞與來源可信度為基礎的研究，較少探討社群媒體影響者如何從內容創作者逐步演變為個人品牌，以及其與合作品牌之間所形成的品牌聯盟對產品品牌權益的影響。而品牌契合度作為品牌聯盟成功與否的重要因素，其在影響者個人品牌與產品品牌間的調節效果亦尚缺乏系統性實證研究。本研究聚焦於社群媒體影響者如何透過擬社會構念與觀眾之情感依附建構完整且獨立的個人品牌，並進一步探討個人品牌與合作的產品品牌權益間之影響。
本研究闡釋消費者在進行產品購買決策的過程之中被社群媒體影響者所影響之因素，並以擬社會構念解釋社群媒體影響者與消費者間之虛擬社交關係，說明擬社會構念如何增強社群媒體影響者的影響力並使其發展為獨立的個人品牌，本研究將個人品牌與產品品牌視為品牌聯盟之關係，並以顧客端觀點之品牌權益觀點切入，以品牌共鳴模型的六大面項來衡量以及探討品牌聯盟如何影響產品品牌之品牌權益，以社群媒體影響者與消費者之擬社會構念觀點為前因，探討消費者對於社群媒體影響者之情感依附如何幫助其個人品牌之建構，最後討論個人品牌如何影響產品品牌之品牌權益且說明品牌契合度如何調節其兩者關係。
除社群媒體影響者在消費者購買決策過程之影響程度外，本研究採用質性與量化並行研究設計，兼顧理論探索與實證檢驗。以個人品牌畫布模型以及深度訪談探討社群媒體影響者於個人品牌建構及其轉型的過程與原因，並整合擬社會互動、擬社會關係與擬社會真實、情感依附理論，以及品牌契合度理論，建構一個以消費者為中心之品牌權益研究架構。首先，透過深度訪談分析2位不同領域之社群媒體影響者的個人品牌建構歷程，並運用個人品牌畫布模型分析其身分、技能、定位、溝通等構面，詮釋其如何以創作內容逐步發展完整之個人品牌，剖析社群媒體影響者如何因應平台演算法與觀眾需求變化而進行個人品牌轉型與重定位。其次，透過問卷調查收集 506 份有效樣本驗證擬社會構念、情感依附分析消費者對社群媒體影響者所形成的個人品牌認同之影響，並說明此請感依附如何影響產品品牌權益。
本研究填補了現有文獻中對社群媒體影響者從內容創作者逐步成為個人品牌、以及品牌聯盟如何影響品牌權益的探討缺口，對數位品牌管理、社群媒體影響者行銷以及品牌策略理論提供新的觀點與實證證據。研究結果顯示：(1) 社群媒體影響者透過與觀眾之頻繁互動而形成的擬社會關係，並進一步強化了其擬社會真實性，有效促進與觀眾間之情感依附。(2) 情感依附對個人品牌之建構具有顯著正向影響，並提升消費者對合作產品品牌的品牌權益認知。(3) 品牌契合度在個人品牌與產品品牌之間有顯著調節效果，高契合度之情境下能顯著增強個人品牌影響力對產品品牌權益的作用，反之則減弱。
本研究亦有助於產品品牌在選擇合作的個人品牌時，所需要考量的面向以及影響，社群媒體影響者可運用個人品牌畫布模型，系統化的整合個人品牌資源與策略，持續強化與消費者之間的情感連結，以提升其長期品牌影響力。整體而言，本研究不僅對理論發展提供新視角，亦對品牌管理與數位行銷實務提出具體策略建議，為後續相關研究奠定基礎。
In today’s social media marketing environment, social media influencers have increasingly become pivotal actors in brand communication and consumer decision-making processes. Compared to traditional media, social media influencers rapidly accumulate substantial attention and influence through frequent interactions with consumers and the authentic presentation of themselves. This enables them to develop into personal brands with unique value and positioning, exerting a profound impact on the communication and dissemination of brand messages. However, most existing studies have focused on message delivery and source credibility, with relatively limited exploration into how social media influencers evolve from content creators into personal brands, as well as how the brand alliances formed between influencers and partnering brands affect product brand equity. Moreover, although brand fit is recognized as a critical determinant of brand alliance success, systematic empirical research examining its moderating effect between influencers’ personal brands and product brands remains scarce.
This research focuses on how social media influencers build comprehensive and independent personal brands through the constructs of parasocial and emotional attachment with audiences, and further investigates the impact of personal brands on the equity of partnering product brands. It elucidates the factors by which consumers are influenced by social media influencers during their purchase decision-making processes, explaining the social relationships between influencers and consumers through the lens of parasocial constructs. The research explains how parasocial constructs enhance influencers’ persuasive power and facilitate their development into independent personal brands. By conceptualizing personal brands and product brands as a brand alliance, the research adopts a customer-based perspective of brand equity, employing the six compositions of the brand resonance model to measure and examine how such alliances influence product brand equity. Taking parasocial constructs and emotional attachment as antecedents, this study explores how consumers’ emotional attachment to social media influencers assists in constructing these personal brands, and subsequently, how personal brands impact product brand equity, with brand fit analyzed as a moderator of this relationship.
Beyond assessing the extent of social media influencers’ influence on consumers’ purchase decisions, this research adopts a mixed-methods design that integrates qualitative exploration with quantitative validation. It utilizes the personal brand canvas model and in-depth interviews to examine the processes and reasons behind social media influencers’ personal brand building and transformation. The resrarch incorporates theories of parasocial interaction, parasocial relationships and authenticity, emotional attachment, and brand fit to construct a consumer-centered brand equity framework. First, through in-depth interviews, it analyzes the personal brand building trajectories of two influencers from different fields, employing the personal brand canvas to explore dimensions such as their identity, skills, positioning, and communication, interpreting how they gradually develop complete personal brands through content creation. It also dissects how influencers adapt their personal brands in response to shifts in platform algorithms and audience demands. Second, it employs a survey to collect 506 valid responses to empirically test how parasocial constructs and emotional attachment influence consumers’ identification with influencers’ personal brands and explicates how such emotional attachment impacts product brand equity.
This research fills existing gaps in the literature by examining the gradual evolution of social media influencers from content creators to personal brands, as well as the effects of brand alliances on brand equity. It provides novel insights and empirical evidence for digital brand management, influencer marketing, and brand strategy theory. The findings reveal that: (1) the parasocial relationships formed through frequent interactions with audiences significantly strengthen perceived parasocial authenticity, thereby fostering emotional attachment; (2) emotional attachment has a significant positive effect on personal brand building, which enhances consumers’ perceptions of partnering product brand equity; and (3) brand fit plays a significant moderating role between personal brands and product brands, whereby high brand fit scenarios substantially amplify the influence of personal brands on product brand equity, whereas low fit scenarios attenuate this effect.
Furthermore, this research offers practical implications for product brands when selecting influencer partnerships, identifying critical aspects to consider and their impacts. Social media influencers may also leverage the personal brand canvas to systematically integrate their brand resources and strategies, continually reinforcing emotional connections with consumers to sustain their long-term brand influence. Overall, this study not only provides new theoretical perspectives but also offers concrete strategic recommendations for brand management and digital marketing practices, laying a foundation for future related research. |
| 參考文獻: | 1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
2. Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. Simon and Schuster..
3. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
4. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
5. Abidin, C. (2015). Communicative intimacies: Influencers and percieved interconnectedness. Ada: a Journal of Gender, New Media & Technology, 8, 1-16.
6. Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.
7. Allmark, P., Boote, J., Chambers, E., Clarke, A., McDonnell, A., Thompson, A., & Tod, A. M. (2009). Ethical issues in the use of in-depth interviews: literature review and discussion. Research Ethics, 5(2), 48-54.
8. Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
9. Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146-157.
10. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585.
11. Berryman, R., & Kavka, M. (2017). ‘I guess a lot of people see me as a big sister or a friend’: The role of intimacy in the celebrification of beauty vloggers. Journal of Gender Studies, 26(3), 307-320.
12. Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 38, 23-32.
13. Blattberg, R. C., & Deighton, J. (1991). Interactive marketing: Exploiting the age of addressability. Sloan Management Review, 33(1), 5-15.
14. Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro-and meso-influencers. Computers in Human Behavior, 103, 199-207.
15. Bolino, M., Long, D., & Turnley, W. (2016). Impression management in organizations: Critical questions, answers, and areas for future research. Annual Review of Organizational Psychology and Organizational Behavior, 3, 377-406.
16. Bond, B. J. (2018). Parasocial relationships with media personae: Why they matter and how they differ among heterosexual, lesbian, gay, and bisexual adolescents. Media Psychology, 21(3), 457-485.
17. Bonsu, A. O., & Anim-Wright, K. (2024). Personal Branding: A Systematic Literature Review. International Journal of Marketing Studies, 16(1), 30-38.
18. Boorstin, D. J. (1992). The image: A guide to pseudo-events in America. Vintage.
19. Borchers, N. S. (2019). Social media influencers in strategic communication. International Journal of Strategic Communication, 13(4), 255-260.
20. Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
21. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
22. Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.
23. Cederberg, C. D. (2017). Personal branding for psychologists: Ethically navigating an emerging vocational trend. Professional Psychology: Research and Practice, 48(3), 183-190.
24. Centeno, D., & Wang, J. J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74, 133-138.
25. Chaney, I. M. (2001). Opinion leaders as a segment for marketing communications. Marketing Intelligence & Planning, 19(5), 302-308.
26. Cheah, I., Liang, J., & Phau, I. (2019). Idolizing “My Love from the Star”: Idol attachment and fanaticism of luxury brands. Psychology & Marketing, 36(2), 120-137.
27. Chen, C. P. (2021). Digital gifting in personal brand communities of live-streaming: fostering viewer–streamer–viewer parasocial relationships. Journal of Marketing Communications, 27(8), 865-880.
28. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
29. Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information Systems Research, 14(2), 189-217.
30. Chritton, S. (2014). Personal branding for dummies. John Wiley & Sons.
31. Close, A. G., Moulard, J. G., & Monroe, K. B. (2011). Establishing human brands: determinants of placement success for first faculty positions in marketing. Journal of the Academy of Marketing Science, 39, 922-941.
32. Cohen, R. J. (2014). Brand personification: Introduction and overview. Psychology & Marketing, 31(1), 1-30.
33. Colliander, J., & Dahlén, M. (2011). Following the fashionable friend: The power of social media: Weighing publicity effectiveness of blogs versus online magazines. Journal of Advertising Research, 51(1), 313-320.
34. Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708.
35. Cornwell, T. B., Humphreys, M. S., & Kwon, Y. (2023). Shared brand equity. Journal of Advertising, 52(3), 311-329.
36. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
37. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
38. Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101-112.
39. Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), 101765.
40. Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44.
41. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
42. Duffek, B., Eisingerich, A. B., Merlo, O., & Lee, G. (2025). EXPRESS: Authenticity in Influencer Marketing: How Can Influencers and Brands Work Together to Build and Maintain Influencer Authenticity? Journal of Marketing, 0(0), 1-26.
43. Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176-1204.
44. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
45. Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149.
46. Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371.
47. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
48. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
49. Fournier, S., & Eckhardt, G. M. (2019). Putting the person back in person-brands: Understanding and managing the two-bodied brand. Journal of Marketing Research, 56(4), 602-619.
50. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
51. Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123-141.
52. Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(1), 7.
53. Geng, R., Chen, X., & Wang, S. (2023). Wear in or wear out: how consumers respond to repetitive influencer marketing. Internet Research, 34(3), 810-848.
54. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
55. Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management: An International Journal, 12(3), 308-322.
56. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
57. Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in Psychology, 9, 410466.
58. Gräve, J. F. (2017). Exploring the perception of influencers vs. traditional celebrities: are social media stars a new type of endorser?. In Proceedings of the 8th International Conference on Social Media & Society, Toronto ON Canada.
59. Grover, P., Kar, A. K., & Dwivedi, Y. (2022). The evolution of social media influence-A literature review and research agenda. International Journal of Information Management Data Insights, 2(2), 100116.
60. Guevremont, A. (2021). Can human brands help consumers eat better? Influence of emotional brand attachment, self‐identification, and brand authenticity on consumer eating habits. Journal of Consumer Behaviour, 20(3), 803-816.
61. Gwinner, K., & Bennett, G. (2008). The impact of brand cohesiveness and sport identification on brand fit in a sponsorship context. Journal of Sport Management, 22(4), 410-426.
62. Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107-123.
63. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414-433.
64. Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of Communication, 61(6), 1104-1121.
65. Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen Jr, D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182-209.
66. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
67. Honora, A., Memar Zadeh, M., & Haggerty, N. (2024). The bittersweet of consumer–human brand relationships in the social media context. Psychology & Marketing, 41(3), 547-574.
68. Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
69. Huang, Y. A., Lin, C., & Phau, I. (2015). Idol attachment and human brand loyalty. European Journal of Marketing, 49(7/8), 1234-1255.
70. Hugh, D. C., Dolan, R., Harrigan, P., & Gray, H. (2022). Influencer marketing effectiveness: the mechanisms that matter. European Journal of Marketing, 56(12), 3485-3515.
71. Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46, 92-108.
72. Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237.
73. Jacobson, J. (2020). You are a brand: social media managers’ personal branding and “the future audience”. Journal of Product & Brand Management, 29(6), 715-727.
74. Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An International Journal, 19(3), 266-286.
75. Jaiswal, A. K., Vemireddy, V., & Angeli, F. (2024). Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness. European Journal of Marketing, 58(2), 590-631.
76. Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-13.
77. Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
78. Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27, 553-567.
79. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
80. Keller, Kevin Lane (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, Marketing Science Institute Working Paper Series, Report No. 01107, Cambridge, MA: Marketing Science Institute.
81. Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6, 1-16.
82. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies, 8(2), 191-208.
83. Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management, 6(2), 29-40.
84. Ki, C. W. C., & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922.
85. Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
86. Kim, D. Y., & Kim, H. Y. (2022). Social media influencers as human brands: an interactive marketing perspective. Journal of Research in Interactive Marketing, 17(1), 94-109.
87. Kim, H. M., Kim, M., & Cho, I. (2023). Home-based workouts in the era of COVID-19 pandemic: the influence of Fitness YouTubers' attributes on intentions to exercise. Internet Research, 33(3), 1157-1178.
88. Kleppinger, C. A., & Cain, J. (2015). Personal digital branding as a professional asset in the digital age. American Journal of Pharmaceutical Education, 79(6), 79.
89. Knittel, C. R., & Stango, V. (2014). Celebrity endorsements, firm value, and reputation risk: Evidence from the Tiger Woods scandal. Management Science, 60(1), 21-37.
90. Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: The influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720-743.
91. Koernig, S. K., & Boyd, T. C. (2009). To Catch a Tiger or Let Him Go: The Match-Up Effect and Athlete Endorsers for Sport and Non-Sport Brands. Sport Marketing Quarterly, 18(1), 15.
92. Kotler, P., et al. (2022). Marketing Management(16e), Pearson Education.
93. Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345-356.
94. Kowalski, R. M., & Leary, M. R. (1990). Strategic self-presentation and the avoidance of aversive events: Antecedents and consequences of self-enhancement and self-depreciation. Journal of Experimental Social Psychology, 26(4), 322-336.
95. Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89.
96. Kromalcas, S., Kraujalienė, L., & Ževžikovas, G. (2024). The influence of personal brand communication on consumers. Business: Theory and Practice, 25(1), 95-107.
97. Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
98. Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
99. Lair, D. J., Sullivan, K., & Cheney, G. (2005). Marketization and the recasting of the professional self: The rhetoric and ethics of personal branding. Management Communication Quarterly, 18(3), 307-343.
100. Ledbetter, A. M., & Meisner, C. (2021). Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators. Computers in Human Behavior, 115, 106610.
101. Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
102. Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.
103. Li, J., Tang, J., Wang, Y., Wan, Y., Chang, Y., & Liu, H. (2018). Understanding and predicting delay in reciprocal relations. Proceedings of the 2018 World Wide Web Conference, 1643-1652. doi:10.1145/3178876.3186076
104. Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55-78.
105. Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4-21.
106. Manippa, V., & Tommasi, L. (2023). The shape of you: do individuals associate particular geometric shapes with identity? Current Psychology, 42(12), 10042-10052.
107. Mardon, R., Cocker, H., & Daunt, K. (2023). How social media influencers impact consumer collectives: An embeddedness perspective. Journal of Consumer Research, 50(3), 617-644.
108. Marwick, A. E., & Boyd, D. (2011). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13(1), 114-133.
109. Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.
110. McClelland, M. M., Cameron, C. E., Connor, C. M., Farris, C. L., Jewkes, A. M., & Morrison, F. J. (2007). Links between behavioral regulation and preschoolers' literacy, vocabulary, and math skills. Developmental Psychology, 43(4), 947-959.
111. McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39-45.
112. Mishra, A. S., Roy, S., & Bailey, A. A. (2015). Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context. Psychology & Marketing, 32(12), 1158-1174.
113. Moldovan, S., Muller, E., Richter, Y., & Yom-Tov, E. (2017). Opinion leadership in small groups. International Journal of Research in Marketing, 34(2), 536-552.
114. Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management's passion for its products. Psychology & Marketing, 33(6), 421-436.
115. Nuseir, M., & Elrefae, G. (2022). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875-884.
116. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
117. Osorio, M. L., Centeno, E., & Cambra-Fierro, J. (2020). A thematic exploration of human brands: literature review and agenda for future research. Journal of Product & Brand Management, 29(6), 695-714.
118. Osorio, M. L., Centeno, E., Cambra-Fierro, J., & del Castillo, E. (2022). In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions. Journal of Product & Brand Management, 31(6), 841-853.
119. Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
120. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
121. Peters, T. (1997). The brand called you. Fast Company, 10(10), 83-90.
122. Philbrick, J. L., & Cleveland, A. D. (2015). Personal branding: building your pathway to professional success. Medical Reference Services Quarterly, 34(2), 181-189.
123. Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.-M. (2021). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. In Social media influencers in strategic communication. Routledge.
124. Prentice, D. A., Miller, D. T., & Lightdale, J. R. (1994). Asymmetries in attachments to groups and to their members: Distinguishing between common-identity and common-bond groups. Personality and Social Psychology Bulletin, 20(5), 484-493.
125. Raut, U. R., Brito, P. Q., & Pawar, P. A. (2020). Analysis of brand resonance measures to access, dimensionality, reliability and validity. Global Business Review, 21(1), 162-175.
126. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-Aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298.
127. Ren, B., Tajuddin, R. B. M., Shariff, S. B. M., Ning, B., Omar, R., & Deng, J. (2025). Social Media Influencers-Current Dynamics and Future Prospects. International Journal of Research and Innovation in Social Science, 9(1), 554-567.
128. Ren, S., Karimi, S., Velázquez, A. B., & Cai, J. (2023). Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth. Journal of Business Research, 156, 113476.
129. Roberts, L. M. (2005). Changing faces: Professional image construction in diverse organizational settings. Academy of Management Review, 30(4), 685-711.
130. Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public Opinion Quarterly, 26(3), 435-441.
131. Roy, D. P., & Bettina Cornwell, T. (2003). Brand equity’s influence on responses to event sponsorships. Journal of Product & Brand Management, 12(6), 377-393.
132. Saldanha, N., Mulye, R., & Rahman, K. (2020). A strategic view of celebrity endorsements through the attachment lens. Journal of Strategic Marketing, 28(5), 434-454.
133. Sanders, S., Wisse, B., Van Yperen, N. W., & Rus, D. (2018). On ethically solvent leaders: The roles of pride and moral identity in predicting leader ethical behavior. Journal of Business Ethics, 150, 631-645.
134. Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old practice, but young research field: A systematic bibliographic review of personal branding. Frontiers in Psychology, 11, 1809.
135. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
136. Senft, T. M. (2008). Camgirls: Celebrity and community in the age of social networks. Peter Lang.
137. Shafiee, M., Gheidi, S., & Khorrami, M. S. (2020). Proposing a new framework for personal brand positioning. European Research on Management and Business Economics, 26(1), 45-54.
138. Shepherd, I. D. (2005). From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21(5-6), 589-606.
139. Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30-42.
140. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
141. Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
142. Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
143. Steuer, J. (1995). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
144. Swaminathan, V., Gupta, S., Keller, K. L., & Lehmann, D. (2022). Brand actions and financial consequences: A review of key findings and directions for future research. Journal of the Academy of Marketing Science, 50(4), 639-664.
145. Szántó, P. (2023). Systematic literature and modeling review of Personal Branding. Marketing & Menedzsment, 57(1), 69-78.
146. Thomas, V. L., Fowler, K., & Taheran, F. (2024). How social media influencer collaborations are perceived by consumers. Psychology & Marketing, 41(1), 168-183.
147. Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104-119.
148. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
149. Trout, J., & Ries, A. (1986). Positioning: The battle for your mind. McGraw-Hill New York, NY.
150. Tsai, W.-H. S., & Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87.
151. Tukachinsky, R., & Stever, G. (2019). Theorizing development of parasocial engagement. Communication Theory, 29(3), 297-318.
152. Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602.
153. Vallas, S. P., & Cummins, E. R. (2015). Personal branding and identity norms in the popular business press: Enterprise culture in an age of precarity. Organization Studies, 36(3), 293-319.
154. Veil, S. R., Sellnow, T. L., & Petrun, E. L. (2012). Hoaxes and the paradoxical challenges of restoring legitimacy: Dominos’ response to its YouTube crisis. Management Communication Quarterly, 26(2), 322-345.
155. Venciute, D., April Y., C., & Thelen, P. D. (2024). Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes. Journal of Brand Management, 31(1), 38-57.
156. Viek, D., Centenaro, L., & Zanella, S. (2022). Personal branding nas empresas: como valorizar a empresa posicionando suas pessoas-chave. Chave Mestra Editora.
157. Vitberg, A. (2010). Developing your personal brand equity. Journal of Accountancy, 210(1), 42.
158. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
159. Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review, 40(5), 1213-1244.
160. Wies, S., Bleier, A., & Edeling, A. (2023). Finding goldilocks influencers: How follower count drives social media engagement. Journal of Marketing, 87(3), 383-405.
161. Yang, W., & Sia, C. L. (2018). Why blogger sells: An approach from the attachment theory. In HCI in Business, Government, and Organizations: 5th International Conference, HCIBGO 2018, Held as Part of HCI International 2018, Las Vegas, USA.
162. Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133-147.
163. Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159-169.
164. Zhang, R., Mercado, T., & Bi, N. C. (2025). “Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors. Journal of Research in Interactive Marketing, 19(1), 5-18.
165. Zhang, R., Mercado, T., & Bi, N. C. (2025). “Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors. Journal of Research in Interactive Marketing, 19(1), 5-18.
166. Zinko, R., & Rubin, M. (2015). Personal reputation and the organization. Journal of Management & Organization, 21(2), 217-236. |
| 描述: | 博士
國立政治大學
企業管理學系
104355508 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0104355508 |
| 数据类型: | thesis |
| 显示于类别: | [企業管理學系] 學位論文
|
文件中的档案:
| 档案 |
大小 | 格式 | 浏览次数 |
|---|
| 550801.pdf | 3019Kb | Adobe PDF | 0 | 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.
|
