The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

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The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

Park, Hyun Jung; Lin, Li Min

Journal of retailing and consumer services, January 2020, 2020-01-00, Letnik: 52

Journal Article

Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to celebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers.

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Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.

Leto	Faktor vpliva		Izdaja		Kategorija		Razvrstitev
Leto	JCR	SNIP	JCR	SNIP	JCR	SNIP	JCR	SNIP

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Vir: Osebne bibliografije in: SICRIS

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