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This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were conducted by collecting data through online surveys. The results, based on a structural equation modelling analysis, show that both perceived attractiveness and expertise of celebrities could affect the strength of consumer-celebrity PSI, which in turn allow the consumer to establish a personal connection with the endorsed brand and result in positive brand-related responses. Additionally, when a celebrity possess only one kind of advantage, whether it is perceived physical appearance or perceived expertise in specific field, the audience’s willingness to interact with the celebrity would increase as the celebrity’s perceived expertise increases. But when a celebrity is outstanding in both perceived physical appearance and perceived expertise, the intensity of the audience’s willingness to interact with the celebrity is more susceptible to the change of the perceived appearance of the celebrity. The research proves the indispensable role of the consumer-celebrity PSI for transferring the symbolic meaning of the celebrity endorser to the meaning of the consumer self, inspiring the consumercelebrity relationship perspective in endorsement advertising research. In addition, the research supplies the source credibility models and brand attitude models.
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篇名 The Effect of Para-Social Interaction in Endorsement Advertising: SEM Studies Based on Consumers’ Exposure to Celebrity Symbols
来源期刊 语言与符号学研究 学科 经济
关键词 celebrity image symbolic meaning para-social interaction self-brand connection brand attitude
年,卷(期) 2020,(1) 所属期刊栏目
研究方向 页码范围 42-77
页数 36页 分类号 F713.8
字数 语种
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研究主题发展历程
节点文献
celebrity
image
symbolic
meaning
para-social
interaction
self-brand
connection
brand
attitude
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研究来源
研究分支
研究去脉
引文网络交叉学科
相关学者/机构
期刊影响力
语言与符号学研究
季刊
2096-031X
32-1859/H
The School of Foreig
28-471
出版文献量(篇)
206
总下载数(次)
1
总被引数(次)
0
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