How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context

Namhyun Um
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Namhyun Um: School of Advertising and Public Relations, Hongik University, Sejong 30016, Korea

Social Sciences, 2022, vol. 11, issue 8, 1-9

Abstract: In social media, there is a prevalence of celebrity-based brand endorsement. How such endorsement works precisely, though, has received scant research. This study is thus designed to examine how consumers’ social media interaction affects parasocial relationships and self-disclosure. In addition, the current study delves into the impacts parasocial relationships and self-disclosure have on consumers’ attitude toward social media (i.e., Instagram). Lastly, this study also investigates the effects of consumers’ attitude toward social media on consumers’ purchase intention. Study results suggest that social media interaction has positive impacts on parasocial relationships and self-disclosure. Parasocial relationships and self-disclosure have a positive impact on consumers’ attitudes toward Instagram. Finally, this study finds that attitude toward Instagram has a positive impact on consumers’ purchase intention. Practical and theoretical implications are discussed.

Keywords: celebrity; endorsement; social media; Instagram; parasocial relationship (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2022
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