Transforming Fans Into Profit: Celebrity Endorsement on Microblog

• In Event: Theorizing, Soliciting, and Commodifying Fan Participation

Abstract

This study explores the influential factors of the celebrity endorsement on the emerging viable advertising channel: the microblog platform. The author postulates that the parasocial interaction of fan-celebrity (PSI) and the celebrity’s credibility, attractiveness and celebrity/product congruence have significant influence on the endorsement effectiveness. The results of a national survey (N=862) indicate that the PSI is a salient direct and indirect antecedent of the endorsement effects. The match-up of celebrity/product is also a significant predictor of the endorsement effects. The source characteristics of celebrity serve as an integral mediator of the PSI. The study develops a conceptual model to illustrate the mechanism of the celebrity endorsement efficacy on microblog. Theoretical and practical implications are discussed.

Author

• Wanqi Gong, City University of Hong Kong