可靠性
介绍(产科)
社会化媒体
构造(python库)
背景(考古学)
产品(数学)
来源可信度
广告
心理学
互联网隐私
计算机科学
政治学
万维网
业务
医学
法学
放射科
古生物学
程序设计语言
生物
数学
几何学
作者
Elmira Djafarova,Oxana Trofimenko
标识
DOI:10.1080/1369118x.2018.1438491
摘要
Companies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.
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