Original paper
Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram
Abstract
Considering that e-cigarette use is often glamorized on social media through celebrity endorsements, this study examined the effects of product-celebrity image congruence, consumer-celebrity risk-oriented image congruence, and parasocial identification on consumer engagement with celebrity-endorsed e-cigarette advertising on Instagram. Results indicated that high product-celebrity image congruence, and high consumer-celebrity risk-seeking image...
Paper Details
Title
Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram
Published Date
Jul 1, 2018
Journal
Volume
84
Pages
93 - 102
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Notes
History