With the increasing popularity of social media, opinion leaders who have lots of followers have recently created strong advertising effects and generated greater sales. The emergence of online stars, Wang Hong in China, comes at a time when self-media gains popularity and e-commerce requires innovative ways to endorse brands in fashion industry. This study examines how these influencers impact consumers’ attitude toward the products they use and recommend. Specifically, this study investigates whether and how source attributes, social media content characteristics and judgment of product fit affect attitude of Chinese fashion consumers. As the perceived fit between the endorser and the product positively affect source credibility (Kamins, 1990) as well as consumer attitude toward the advertised product (Till & Busler, 2000), the present study hypothesized that the fit between the online star and the product will increase the perceived endorser credibility and product attitude of consumers. The effect of the fit between the product and the self-media content on the attitude toward the content or the product was also examined. Implications for managing marketing strategies as well as future research directions are subsequently discussed.

• Hyun Jung Park(Chungbuk National University, Republic of Korea)