Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigat...

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Detalles Bibliográficos
Autores principales: Shi, Pengfei, Lu, Xiaojing, Zhou, Yi, Sun, Chaojing, Wang, Liying, Geng, Biao
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8650705/
https://www.ncbi.nlm.nih.gov/pubmed/34887802
http://dx.doi.org/10.3389/fpsyg.2021.736883

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8650705/
https://www.ncbi.nlm.nih.gov/pubmed/34887802
http://dx.doi.org/10.3389/fpsyg.2021.736883

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