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

Sabina Levitan; Norman Peng; Debra Desrochers; Annie Chen

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

Sabina Levitan, Norman Peng, Debra Desrochers, Annie Chen

언어ENG
URLhttps://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)

초록

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.

키워드

social media Authenticity attractiveness congruence expertise celebrity endorsement brand exposure

ABSTRACT
EXTENDED ABSTRACT
FINDINGS
REFERENCES

저자

Sabina Levitan(University of Westminster, UK)
Norman Peng(Glasgow Caledonian University, UK)
Debra Desrochers(University of Bath, UK)
Annie Chen(University of Roehampton, UK)

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