How does product-celebrity congruence and content sponsorship affect perceived altruism among consumers? Evidence from factorial experiments

Si, Li; Xiong, Mengran; Wang, Yichuan; Zhang, Minhao

doi:10.1016/j.resconrec.2021.106062

Cited by 6 publications

(5 citation statements)

References 95 publications

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“…Product characteristics and BIF were found to affect persuasion in advertising literature (Myers, 2022;Bergkvist and Zhou, 2018). It has been found that high BIF results in higher believability compared to a lower fit (Li et al, 2022), and it positively impacts the effectiveness of advertising (Breves et al, 2019). Findings of previous research suggests that BIF has a positive effect on the followers' intention to purchase (I2P).…”

Section: Brand-influencer Fit (Bif)mentioning

confidence: 99%

“…Despite the growing role of social media influencers in promoting brands, there is still a need to address the effectiveness of influencers endorsing brands on the perception of their followers (Jiménez-Castillo and Sánchez-Fernández, 2019). The effectiveness of brand endorsement by social media influencers (SMIs) is understood through the source credibility theory (Li et al, 2022;Bi and Zhang, 2022;Martínez-Lopez et al, 2020;Breves et al, 2019;Munnukka et al, 2016), whereby source influence (SI) is conceptualized by four main factors: expertise (EXP), trustworthiness (TW), attractiveness (ATT), and similarity (SIM) (Ohanian, 1990).…”

Section: Source Influence (Si)mentioning

confidence: 99%

“…This theory is widely used with the PSR to explore the influencer-follower relationship. We refer to the following relevant studies that explored the credibility theory with BIF (e.g., Li et al, 2022;Bi and Zhang, 2022;Martínez-Lopez et al, 2020;Breves et al, 2019) and BE (e.g., Bi and Zhang, 2022;Coelhoso et al, 2022;Asdecker, 2022;Lee and Eastin, 2020). Moreover, the followers' willingness to acquire the influencer's lifestyle and the material items they endorse emerge from feeling BE toward the influencer (Parrott and Smith, 1993).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

A modified CRITIC with a reference point based on fuzzy logic and hamming distance

Sharkasi¹,

Rezakhah²

2022

Knowledge-Based Systems

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Section: Brand-influencer Fit (Bif)mentioning

confidence: 99%

Section: Source Influence (Si)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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A modified CRITIC with a reference point based on fuzzy logic and hamming distance

Sharkasi¹,

Rezakhah²

2022

Knowledge-Based Systems

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“…There is some evidence to suggest that altruism increases as a person's herd behavior tendency increases (Chen et al, 2021). An altruistic person is one who cares for others without regard to their own self-interest and -assist (Chen et al, 2021;de Morais et al, 2021;Li et al, 2022).…”

Section: Irrationality and Business Resiliencementioning

confidence: 99%

Business Ethics and Irrationality in SME During COVID-19: Does It Impact on Sustainable Business Resilience?

Xiang

Chau

Tang

et al. 2022

Front. Environ. Sci.

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The COVID-19 pandemic has serious economic consequences, such as rising unemployment, and these consequences can be managed by sustaining economic activities by spurring the creation of new businesses. In this study, we examine the current state of business ethics in China, as well as the challenges, success factors, and obstacles in implementing such ethics in order to improve organizational development and business management in China. Cross-sectional data and quantitative survey were collected from 288 SMEs in China. According to structural equation modeling results, herd behavior and endowment effect have a strong relationship with business resilience. Additionally, this study found that altruism has an optimistic correlation with business resilience, and it has positively mediated China’s small business irrational behavior. The findings of this study suggest that business ethics and irrationality in SMEs can be promoted using this study’s model of SMEs, which may provide practical guidelines or implications for Chinese SMEs. Based on the findings from this study, it is recommended that business ethics can be incorporated into policies and practices of SME owners and entrepreneurs whose communities, stakeholders, and employees are committed to moral values such as decent governance and social corporate responsibilities.

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“…The development of mobile technology promotes the emergence of short video, a new form of communication. In the era of information explosion, audiences are more willing to make use of short video to fill the fragmented free time, and mobile short video has gradually penetrated into people's lives [3].…”

Section: Introductionmentioning

confidence: 99%

A Study on the Communication Mode of Tik Tok's "online celebrity City" Image

Gao¹

2023

IJEH

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In the era of the public's pursuit of "short, flat and fast", short video has become an indispensable pastime for young users. The vibrato short video has become the leader in the field of short video with monthly activity of more than 500 million users. The rise of short video vibrato has brought an opportunity for the spread of urban tourism image. The popularity of Xi 'an is due to the video of "Falling Bowl Wine" released by a user on Tik Tok APP in early 2018, which was reprinted and commented in a short period of time. Therefore, Xi 'an has repeatedly appeared on the hot search list of Tik Tok, Weibo and other media. However, with the shaping and spreading of Xi 'an city image in Tik Tok, there are some problems, so this paper chooses the short video of Xi 'an city image in central Tik Tok as the research object. Based on the city image communication theory, this study attempts to answer the questions of what kind of city image of Xi'an is presented in Tiktok, how it is presented in Tiktok, how the communication interaction is, and what problems and shortcomings exist. The research results show that the short video social platform can be used to spread the city image. In terms of image content construction, we can start with the three symbols of "food", "beauty" and "music", which are more prominent in popularity and communication effect.

show abstract

How does product-celebrity congruence and content sponsorship affect perceived altruism among consumers? Evidence from factorial experiments

Cited by 6 publications

References 95 publications

A modified CRITIC with a reference point based on fuzzy logic and hamming distance

A modified CRITIC with a reference point based on fuzzy logic and hamming distance

Business Ethics and Irrationality in SME During COVID-19: Does It Impact on Sustainable Business Resilience?

A Study on the Communication Mode of Tik Tok's "online celebrity City" Image

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