How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2021-06-01 DOI:10.1108/JPBM-02-2020-2757

Susanna S. Lee, Huan Chen, Yu-Hao Lee

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引用次数: 13

Abstract

Purpose The purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity. Design/methodology/approach This study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing. Findings The results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility. Originality/value This study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

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代言产品一致性和自我表现力如何影响Instagram微红的原生广告效果

目的本研究的目的是了解微名人产品形象的一致性和产品类型如何影响Instagram上的本土广告效果。此外，本研究旨在了解广告怀疑论和说服知识如何影响以微名人为主角的本土广告的有效性。设计/方法/方法本研究采用2（产品类型：高自我表达与低自我表达）×2（微名人与产品一致性：一致性与不一致性）受试者间析因设计在线进行，以检验假设。共有186名参与者，均为居住在美国的Instagram用户，使用亚马逊机械土耳其人（MTurk）招募。在筛选出14名不是Instagram用户或没有完全回答问题的受访者后，共有172个有效和完整的回答样本被纳入假设测试。结果表明，当本土广告以具有高度自我表达能力的产品和具有良好产品形象契合度的微名人为特色时，消费者对广告和品牌的态度更积极，来源可信度更高，电子口碑意愿更高。此外，广告怀疑论被发现可以调节微名人产品拟合对来源可信度的影响。原创/价值本研究首次考察了微名人和产品一致性对本土广告效果的影响。此外，该研究还提供了对广告怀疑论及其对来源可信度影响的更好理解。它讨论了为什么微名人的形象是塑造人们对本土广告态度的关键因素。这项研究对本土广告和影响者营销文献都有贡献。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.