KOREASCHOLAR

EXPLORING THE FACTORS INFLUENCING THE PERCEIVED AUTHENTICITY OF CELEBRITY ENDORSERS ON SOCIAL MEDIA

Sabina Levitan, Norman Peng, Debra Desrochers, Annie Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/372595
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.506-511
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose of this research is to explore the factors that affect a celebrity’s perceived authenticity on social media sites. In total, 653 Taiwanese consumers were recruited to examine the proposed model. The findings generally support our model. The theoretical and managerial implications of this study are discussed.

Keyword
social mediaAuthenticityattractivenesscongruenceexpertisecelebrity endorsementbrand exposure
Table Content
ABSTRACT
 EXTENDED ABSTRACT
 FINDINGS
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Author
  • Sabina Levitan(University of Westminster, UK)
  • Norman Peng(Glasgow Caledonian University, UK)
  • Debra Desrochers(University of Bath, UK)
  • Annie Chen(University of Roehampton, UK)