| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 106 === Nowadays, social network sites are becoming more and more popular. It is easier to become famous on the internet than before, and therefore Internet celebrities have become common. Furthermore, companies cooperate with Internet celebrities more frequently to advertise their services or products. Internet celebrities mainly interact with their fans through social networking sites. To explain how Internet celebrity affects the advertisement effects by lunching sponsored videos, this study develops an explanatory model to explain how source credibility influence internet celebrities’ advertisement effects mediated by homophily, parasocial interaction and endorser suitability.
This study collects 446 samples in total by internet questionnaires, and only 283 questionnaires or 63.45% are valid enough for use. The empirical results show that when an Internet celebrities are attractive, their fans have higher homophily with them, and homophily further positively influences fans’ parasocial interaction toward certain internet celebrity. In addition, comparing three components of source credibility, the impact of expertise on advertising effectiveness is the most significant, while the impact of attraction is the least significant.
|
|---|
