Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity
Volume: 41, Issue: 5, Pages: 948 - 969
Published: Aug 19, 2021
Abstract
In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase...
Paper Details
Title
Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity
Published Date
Aug 19, 2021
Volume
41
Issue
5
Pages
948 - 969
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History