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 intention. Also, an SMI is a better match with familiar brands than a celebrity endorser in terms of purchase intention. Furthermore, a significant three-way interaction effect was found so that the congruity effects between endorser type and message appeal on brand attitude are more pronounced with familiar brands than with unfamiliar brands. As expected, endorser characteristics play a mediating role between endorser type and advertising effectiveness. Furthermore, theoretical and managerial implications are discussed.

摘要

在对社交媒体广告代言人成功影响的调查中，本研究考察了代言人类型（名人与社交媒体影响者 [SMI]）、信息吸引力（软销售与硬销售）和品牌特征（熟悉与不熟悉）之间的一致性效应。陌生）。为此，对 351 名参与者进行了一项实验，结果表明 SMI 与硬销售吸引力在品牌态度和购买意愿方面存在匹配效应。此外，在购买意愿方面，SMI 比名人代言更适合与熟悉的品牌相匹配。此外，还发现了显着的三向交互效应，因此代言人类型和信息吸引力对品牌态度的一致性效应在熟悉的品牌中比在不熟悉的品牌中更明显。正如预期的那样，代言人特征在代言人类型和广告效果之间起中介作用。此外，还讨论了理论和管理影响。