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Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a new online marketing practice.Compared to celebritiesproduct endorsing activities on traditional mass media,their endorsement on microblogging platforms has some unique characteristics.For example,the endorsement information is usually more implicit and the endorsers tend to use different tactics so as to exert maximal influences on their followers.Mechanism by which celebrity endorsers influence potential information receivers is not clearly understood.Anchored on the parasocial interaction theory from the mass communication literature,this paper attempts to understand the underlying mechanism of celebrity endorsement on microbloggingplatforms.More specifically,we investigated the relationship between the intensity of microbloggersvarious celebrity-following activitiesand their perceived influence by the endorsement message.Results froma large-scale survey confirmed that the intensity of users celebrity following activities has a positive effect on the influence bya celebrity endorser,and this relationshipis mediated by users perceived parasocial interaction with the endorser.