Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram

作者：

Highlights：

• Product-celebrity image congruence led to more positive responses to e-cig ads.

• Self-celebrity risk-seeking congruence led to more positive responses to e-cig ads.

• Self-celebrity risk-averse congruence led to more negative responses to e-cig ads.

• Smoking status and gender significantly impacted consumer engagement with e-cig ads.

• Parasocial identification had a moderating effect on key engagement measures.

摘要

•Product-celebrity image congruence led to more positive responses to e-cig ads.•Self-celebrity risk-seeking congruence led to more positive responses to e-cig ads.•Self-celebrity risk-averse congruence led to more negative responses to e-cig ads.•Smoking status and gender significantly impacted consumer engagement with e-cig ads.•Parasocial identification had a moderating effect on key engagement measures.

论文关键词：Celebrity endorsement,Consumer engagement,E-cigarette,Instagram,Parasocial identification

论文评审过程：Available online 20 February 2018, Version of Record 26 February 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.02.031