This study examines how brand-influencer, influencer-users, and user-brand congruences affect perceived fantasy about the influencer and closeness toward the brand when an Instagram ad is endorsed by celebrity (vs. non-celebrity) influencers. The study employed a between-subject online experiment by manipulating an advertisement endorsed by a celebrity and a non-celebrity influencer. The results suggest that congruence between brand-influencer matters in building effective relationships.

This paper presents URS (Ubiquitous Robotic Space) Modeling and service technique for the robotic security service while bridging between virtual space and physical space. First, this paper introduces a concept of virtual URS and responsive virtual URS. Second, this paper addresses modeling of URS which covers modeling of indoor geometry and environment sensor. Third, this paper describes virtual URS services including interactive virual-physical bridging service.