Self-endorsing in digital advertisements: Using virtual selves to persuade physical selves
作者：
Highlights：
• Self-endorsed advertisements (SEAs) feature virtual selves that persuade physical selves.
• SEAs may be an effective digital strategy for fostering favorable brand attitudes.
• Self-referencing and self-brand congruity are mechanisms of self-endorsing effects.
• Self-created SEAs are more effective than SEAs created by third parties.
摘要
•Self-endorsed advertisements (SEAs) feature virtual selves that persuade physical selves.•SEAs may be an effective digital strategy for fostering favorable brand attitudes.•Self-referencing and self-brand congruity are mechanisms of self-endorsing effects.•Self-created SEAs are more effective than SEAs created by third parties.
论文关键词：Self-endorsing,Digital advertising,Virtual self,Self-referencing,Self-brand congruity,Digital media
论文评审过程：Received 23 October 2016, Revised 24 December 2016, Accepted 26 January 2017, Available online 27 January 2017, Version of Record 5 February 2017.
论文官网地址：https://doi.org/10.1016/j.chb.2017.01.045
