"Celebrity 2.0 and beyond!" Effects of Facebook profile sources on social networking advertising. (February 2018)

• Record Type: Journal Article
• Authors: Jin, Seunga Venus
• Is Part Of: Computers in human behavior. Volume 79(2018)
• Page Start: 154
• Page End: 168
• Publication Date: 2018-02
• Subjects: Celebrity brand endorsements -- User-generated content (UGC) -- Parasocial interaction (PSI) -- Social identity theory (SIT) -- Social media marketing -- Warranting theory -- Facebook likes & comments -- Integrated marketing communication (IMC); Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2017.10.033
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: Two experiments examined the effects of different sources (celebrity versus peer consumer) of celebrity-brand-related user-generated content (UGC) embedded in a social networking site (SNS). Consistent with the basic premises of warranting theory (stronger effects of other -endorsement than self -endorsement) and social identity theory (more positive effects of ingroup than outgroup ), Experiment 1 demonstrated more positive effects of celebrity brand endorsements posted on a peer consumer's ( other ; in-group identity ) Facebook profile page on source credibility perception and parasocial interaction with the celebrity than celebrity brand endorsements posted on the celebrity 's own ( self; out-group identity ) Facebook profile page. Social identification mediated the effects of the Facebook profile source on parasocial interaction with the celebrity. Experiment 2 indicated that a movie star's Facebook presence contributed to a more positive attitude toward the celebrity. A peer Facebook user's movie endorsement UGC resulted in greater advertising believability, more positive attitude toward, and more positive emotional reactions toward system-generated content (SGC) sponsored Facebook advertising than the movie star's self-promotion on his own Facebook page. In addition, movie involvement moderated the relationship between the Facebook profile source and advertising effectiveness. Highlights: The effects of Facebook profile sources on social networking advertising (SNA) were examined. Two experiments confirm warranting theory in Facebook-based celebrity brand endorsement. Other-endorsement more positively influences source credibility, PSI, and ad effectiveness than self-endorsement. Social identification with the endorser is a significant mediator. Involvement is a significant moderator.