Not all celebrity endorsements have been successful on social media. However, our understanding of the effectiveness of luxury brand celebrity endorsement advertising are limited. On the basis of Self-Congruity Theory (Sirgy, 1985), Meaning-Transfer Model (McCracken, 1989), and Match-Up Hypothesis (Kamins, 1990; Kamins & Cupta, 1994), this study investigates whether three components of image congruity (i.e., brand-celebrity, brand-self, celebrity-self) would influence brand attitudes, ad attitudes, and self-brand connection, and subsequently, influence consumer engagement and purchase intentions. This study also tests the moderating role of consumer type (followers vs. unfollowers of the social media brand page) in these relationships. After conducting a series of pretests to select a focal brand and celebrities, responses from 219 US female adults were used to data analysis. The results of structural equation modeling showed that brand-celebrity congruity was positively related to ad attitudes and brand attitudes. Brand-self congruity was positively related to ad attitudes, brand attitudes, and self-brand connection. Self-celebrity congruity was positively related to ad attitudes and self-brand connection but was negatively related to brand attitudes. Ad attitudes were positively related to brand attitudes and engagement intentions but were not related to purchase intentions. Brand attitudes were positively related to engagement intentions and purchase intentions. Self-brand connection was positively related to engagement intentions, and engagement intentions were positively related to purchase intentions. Finally, the results of a multi-group analysis showed that for unfollowers (n=125), ad attitudes were positively related to engagement intentions but brand attitudes were not. On the contrary, for followers (n=94), brand attitudes were positively related to engagement intentions but ad attitudes were not. This study highlights that self-brand connection is the key to cultivating consumer engagement on social media, along with the consumer’s positive attitudes toward the celebrity endorsement ad and the brand per se. If luxury brands wish to interact with their followers and increase their engagement, they need to focus their efforts on improving brand attitudes and self-brand connection through their brand pages. Our findings suggest that celebrity endorsed advertising contributes to creating self-brand relationships (Dwivedi et al., 2016) but it should be considered as a long-term investment.

Social media marketing offers a vast array of opportunities for fashion brands to engage with their core customers and the broader digital audience. However, they still struggle with the question of which specific strategies can be successfully applied to enhance the effectiveness social media marketing (Rampton, 2014). This study investigates how a luxury brand’ social media brand page satisfaction and brand love are positively related to desired marketing outcomes (i.e., word-of-mouth and loyalty intentions toward the luxury brand). On the basis of Customer Value Theory (Sweeny & Soutar, 2001) and Brand Love Theory (Carroll & Ahuvia, 2006), this study developed and tested a dual impact model encompassing both brand page value (i.e., information, financial, brand interaction, social interaction, and entertainment value) and brand value (i.e., inner self-and social self-expressive value). Usable responses from 290 U.S. consumers following at least one luxury brand on social media were used for data analysis. The results of structural equation modeling showed that information, brand interaction, and entertainment values were positively related to brand page satisfaction while financial and social interaction values were not. In addition, inner self-and social self-expressive brand values were positively related to brand love. In addition, brand page satisfaction was positively related to WOM intentions but was not related to loyalty intentions whereas brand love was positively related to both WOM and loyalty intentions. Furthermore, mediation analysis showed that brand page satisfaction fully mediated the influences of information, brand interaction, and entertainment values on WOM intentions. In addition, brand love fully mediated the influences of social self-expressive value on WOM and loyalty intentions. Our study suggests that social media brand pages providing unique value propositions can reap benefits in terms of enhanced brand page satisfaction, highlighting the crucial role of “content excellence” in social media marketing (Holt, 2016). Our findings also show that brand followers tend to love a particular luxury brand when the brand helps express their self and when the symbolic meaning of the brand is integrated into their own self-identity. Thus, one of the roles of social media marketing is in elucidating brand followers how to express their inner states guided by the desire to signal their self-identity not to others but to themselves (Berger & Heath, 2017).

Human interferon alpha 2b (hIFNα-2b) is an important immune regulator widely used in clinic, for the treatment of chronic hepatitis, hairy cell leukemia, chronic myelogenous leukemia and multiple myeloma, etc. The clinically used hIFNα-2b is generally produced by E. Coli, which lacks the post-translational O-glycosylation of naturally synthesized protein, and has a short serum half-life. In this study, we report the successful generation of transgenic chickens that produce hIFNα-2b in the egg white using a feline immunodeficiency virus (FIV)-based lentiviral vector. In preliminary in vitro study, the hIFNα-2b gene under the control of CMV promoter expressed as much as 2,650 ng/㎖ in CEF-LNC-hIFNα-2bW cell. A FIV vector packaged with vesicular stomatitis virus G glycoprotein (VSV-G) was injected underneath the blastoderm of freshly laid chicken eggs (stage X) to produce a hIFNα -2b transgenic chicken. Out of 187 injected eggs, 55 chicks were hatched after 21 days of incubation, and 27 of the G0 hatched chicks expressed the vector-encoded hIFNα-2b gene. The expression of recombinant hIFNα-2b in transgenic chickens constitutes an important step towards low-cost and full biological activity production of this protein drug in bioreactor. This work was supported by the Bio-industry Technology Development Program, Ministry of Agriculture, Food and Rural Affairs, Republic of Korea, and by a grant from the Next-Generation BioGreen 21 Program (No. PJ011178), Rural Development Administration, Republic of Korea.

In the present study, using a MoMLV-based retrovirus vector, we successfully generated a new transgenic chicken line expressing high levels of hEPO. A replication-defective Moloney murine leukemia virus (MoMLV)-based vectors packaged with vesicular stomatitis virus G glycoprotein (VSV-G) was injected beneath the blastoderm of non-incubated chicken embryos (stage X). One rooster was mated to wild-type hens to produce 748 G1 progeny. PCR analysis of blood samples from these progeny revealed that there were seven G1 transgenic offspring, corresponding to a 0.9% germline transmission rate. Subsequently, Southern blot analysis of the genomic DNA from three G1 transgenic chickens was carried out to verify the stable genomic integration and copy number of the transgene in the genome. Quantitative analyses of the blood samples taken from G1 transgenic chickens resulted in 4,150 ～ 10,823 IU/㎖ (34.6 ～ 90.2 ㎍/㎖) of hEPO in the blood. The biological activity of the recombinant hEPO in transgenic chicken serum was comparable to its commercially available counterpart. Red blood cell numbers were more than three-fold higher in the transgenic chickens compared to the non-transgenic chickens. Successful germline transmission of the transgene was also confirmed in G2 transgenic chicks produced from crossing G1 transgenic roosters with non-transgenic hens. We confirmed that 13 transgenic chicks of 45 G2 progeny, corresponding to a 28.9% germline transmission rate. These results will help establish a useful transgenic chicken model system for studies of embryonic development and for efficient production of transgenic chickens as bioreactors. This work was supported by the Bio-industry Technology Development Program, Ministry of Agriculture, Food and Rural Affairs, Republic of Korea, and by a grant from the Next-Generation BioGreen 21 Program (No. PJ011178), Rural Development Administration, Republic of Korea.