Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

作者：

Highlights：

• Online celebrity endorsements are perceived to be credible and trustworthy when communicating marketing messages.

• Personal experience of online celebrities enhances the credibility of their communication.

• Female online celebrities are most influential, as these categories are more credible and relevant to young women.

• No negative reviews regarding products are posted by users in order to maintain a positive online self-presentation.

摘要

•Online celebrity endorsements are perceived to be credible and trustworthy when communicating marketing messages.•Personal experience of online celebrities enhances the credibility of their communication.•Female online celebrities are most influential, as these categories are more credible and relevant to young women.•No negative reviews regarding products are posted by users in order to maintain a positive online self-presentation.

论文关键词：eWOM,Source Credibility Theory,Halo Effect,Celebrity endorsement

论文评审过程：Received 10 August 2016, Revised 8 November 2016, Accepted 9 November 2016, Available online 18 November 2016, Version of Record 18 November 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.11.009