“Celebrity 2.0 and beyond!” Effects of Facebook profile sources on social networking advertising

作者：

Highlights：

• The effects of Facebook profile sources on social networking advertising (SNA) were examined.

• Two experiments confirm warranting theory in Facebook-based celebrity brand endorsement.

• Other-endorsement more positively influences source credibility, PSI, and ad effectiveness than self-endorsement.

• Social identification with the endorser is a significant mediator.

• Involvement is a significant moderator.

摘要

•The effects of Facebook profile sources on social networking advertising (SNA) were examined.•Two experiments confirm warranting theory in Facebook-based celebrity brand endorsement.•Other-endorsement more positively influences source credibility, PSI, and ad effectiveness than self-endorsement.•Social identification with the endorser is a significant mediator.•Involvement is a significant moderator.

论文关键词：Celebrity brand endorsements,User-generated content (UGC),Parasocial interaction (PSI),Social identity theory (SIT),Social media marketing,Warranting theory,Facebook likes & comments,Integrated marketing communication (IMC)

论文评审过程：Received 30 May 2017, Revised 20 October 2017, Accepted 21 October 2017, Available online 1 November 2017, Version of Record 5 November 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.10.033