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Global Conference 2019
July 12–16, 2019
Peking University, Beijing, China
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Effects of Attractiveness, Sponsorship and Product Type on Consumer Responses to Brand Selfie on Social Media
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Digital/Online Advertising
Interactive
Social Media
Abstract
Consumers’ increasing engagement with brands in social media has brought advertisers’ attention to a new phenomenon of consumer-brand connection called brand selfie. The study examined the effects of specific characteristics of a brand selfie (i.e. source attractiveness, content sponsorship, and product type) on a series of consumer responses. Results showed that source attractiveness had a significant and positive impact on consumer responses. Source attractiveness also moderated the effects of content sponsorship and product type. In low attractiveness condition, organic brand selfie (vs. sponsored) and brand selfie with functional product (vs. hedonic product) led to more positive consumer responses. Additionally, consumer’s attitude toward brand selfie mediated the relationship between brand selfie characteristics and consumer’s brand attitude, purchase intent and willingness to share the selfie on social media. Theoretical and practical contributions are discussed and future research is suggested.
First & Corresponding Author
Sangruo Huang, Zhejiang University
Authors in the order to be printed.
Sangruo Huang, Xin Ge