Companies have begun to utilize celebrity microbloggers to promote their brands and products because the microblog has become an influential social media channel in people’s daily lives. This study explores the predictors of followers’ microblogging reactions to celebrity endorsement on microblogs, including the acceptance of posting celebrity endorsements as well as the intentions to retweet and continue following the celebrity microblogger. The results of an online survey (N = 862) indicated that parasocial relationships (PSR) and celebrity–product congruence were salient antecedents of the followers’ microblogging reactions to celebrity endorsements, while the celebrity microblogger’s attractiveness and credibility had no significant impact on the followers’ reactions to celebrity endorsement. The followers’ acceptance of posting celebrity endorsements on microblogs served as a mediator between the PSR and the followers’ intentions to retweet the endorsement messages and to continue following the celebrity microblogger. A conceptual model is developed to demonstrate the influential process of celebrity endorsements in the microblog context.

公司已经开始利用名人微博来推广其品牌和产品，因为微博已成为人们日常生活中一个有影响力的社交媒体渠道。这项研究探讨了微博上追随者对名人代言的微博反应的预测因素，包括接受名人代言以及转发和继续关注名人微博者的意图。在线调查的结果（N = 862）表明，超社交关系（PSR）和名人-产品一致性是追随者对名人代言的微博反应的重要先决条件，而名人微博的吸引力和可信度对跟随者对名人代言的反应没有显着影响。追随者接受在微博上发布名人代言的行为是PSR与追随者意图转发推文信息并继续关注名人微博者之间的中介。开发了一个概念模型来说明在微博环境中名人代言的影响过程。