ABSTRACT Utilizing social media celebrities as a communication channel has become a strategic practice for many organizations. By using the concepts of celebrity endorsement and authenticity, the effect of celebrity and content characteristics on followers’ attitudes towards the content and, in the case of sponsored content, purchase intentions are scrutinized. Instagram followers (N = 592) of 45 celebrities responded to a survey on nine photos of the celebrities. The results show that both the perceived authenticity and attractiveness of the celebrity are positively related with photo attitudes, but only authenticity has an effect on purchase intentions. Photos of social media influencers, people who have become famous through social media, increase purchase intentions more than photos of general celebrities. Congruence between the photo and the celebrity has the strongest positive effect on photo attitudes and purchase intentions. Sponsored photos are less favorably perceived than non-sponsored photos, but, among sponsored photos, sponsor disclosure has no effect on purchase intentions. The perceived authenticity of both the celebrity and her content is said to explain favorable audience perceptions. The findings imply that organizations should seek authentic matches between their message and the endorsing celebrity and that the content should align with the usual style of the celebrity.

中文翻译：

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呼吁真实性：受众对战略传播中社交媒体有影响力人士认可的回应

摘要利用社交媒体名人作为沟通渠道已成为许多组织的战略做法。通过使用名人代言和真实性的概念，研究名人和内容特征对追随者对内容态度的影响，在赞助内容的情况下，对购买意图进行审查。来自45位名人的Instagram追随者（N = 592）回应了对9位名人照片的调查。结果表明，名人的真实感和吸引力与照片态度呈正相关，但只有真实感会影响购买意愿。通过社交媒体成名的社交媒体有影响力人士的照片比普通名人的照片增加了购买意向。照片与名人之间的一致性对照片的态度和购买意愿具有最强的积极影响。赞助照片的感觉不如非赞助照片好，但是在赞助照片中，赞助者披露对购买意图没有影响。据说名人和她的内容的真实性可以解释观众的良好看法。调查结果表明，组织应在其信息和认可名人之间寻求真实的匹配，并且内容应与名人的通常风格保持一致。据说名人和她的内容的真实性可以解释观众的良好看法。调查结果表明，组织应在其信息和认可名人之间寻求真实的匹配，并且内容应与名人的通常风格保持一致。据说名人和她的内容的真实性可以解释观众的良好看法。调查结果表明，组织应在其信息和认可名人之间寻求真实的匹配，并且内容应与名人的通常风格保持一致。