Purpose

This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.

Design/methodology/approach

This study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.

Findings

Brand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.

Research limitations/implications

The results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.

Practical implications

The corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.

Originality/value

This study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.

中文翻译：

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准社会互动、品牌可信度和产品参与度对名人微博代言的影响

目的

本研究探讨了准社会互动 (PSI)、品牌可信度和产品参与度对名人代言的影响，以及 PSI 如何与品牌和产品因素相互作用并综合影响名人代言。

设计/方法/方法

本研究采用 2（高/低产品参与度）乘以 2（高/低品牌可信度）受试者间因子设计实验来检验假设。

发现

品牌可信度对追随者对广告和产品的态度有积极的影响，产品参与影响其适度。无论产品参与度高低，PSI 对追随者的态度和行为意图都有显着的积极影响。品牌信誉在 PSI 对名人代言的影响中起到中介作用。

研究限制/影响

结果加强了 PSI 对代言有效性和品牌可信度的显着影响，显示了品牌可信度和产品参与度的影响，并显示了它们的影响如何有条件地与他人相互作用。

实际影响

企业广告商应该更喜欢高 PSI 名人作为他们的代言人。微博上的广告信息设计也值得广告主关注。

原创性/价值

本研究是构建一个完整模型的初步尝试，以展示社交媒体背景下消费者对代言人、品牌和产品类别因素的感知对名人代言的综合影响和交互过程。