کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
6889579 | 1445139 | 2018 | 34 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
شبکه های کامپیوتری و ارتباطات
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چکیده انگلیسی
Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers' brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on consumers' post-use brand attitude and purchase intention. Self-brand congruity also significantly interacted with self-referencing and perceived humor to affect brand attitude and purchase intention, while self-referencing significantly interacted with perceived humor to affect purchase intention, but not brand attitude. Theoretical and managerial implications of the research are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telematics and Informatics - Volume 35, Issue 5, August 2018, Pages 1524-1533
Journal: Telematics and Informatics - Volume 35, Issue 5, August 2018, Pages 1524-1533
نویسندگان
Joe Phua, Jihoon (Jay) Kim,