Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement

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

Sustainability, 2022, vol. 14, issue 5, 1-9

Abstract: Within the context of Instagram celebrity-based brand endorsement, this study investigates the effects of parasocial interaction, perceived ad message authenticity, and the match-up between brand and celebrity. An online survey was administered to 253 college students taking introductory advertising or PR courses. Respondents, in return, received course credits. As hypothesized, study results reveal that parasocial interaction positively influences perceived ad message authenticity, the match-up between brand and celebrity, and attitude toward ads. In addition, perceived ad message authenticity and the match-up between brand and celebrity have a positive impact on consumers’ attitudes toward ads. The current study provides advertising practitioners with implications when it comes to creating advertising campaign messages and selecting celebrity endorsers.

Keywords: parasocial interaction; authenticity; match-up; Instagram; celebrity endorsement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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