PREDICTORS OF THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON FACEBOOK

초록

I investigated whether or not the factors of self-disclosure, social identity, and need for affiliation predict effectiveness of celebrity endorsement on Facebook. Participants in this study were 320 college students, who viewed a fictitious celebrity Facebook fan page and then completed an online survey. Results showed that self-disclosure and need for affiliation had a significantly positive impact on both brand attitude and purchase intention. In addition, social identity had a significantly positive impact on consumers' electronic word-of-mouth intention. Overall, my results indicate that, as one component of an advertising strategy, celebrity endorsement in social media contexts (e.g., Facebook, Twitter) is effective.

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