Internet Celebrities and Electronic Word of Mouth: How do Internet Celebrities Influence Purchase Intention?

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Internet Celebrities and Electronic Word of Mouth: How do Internet Celebrities Influence Purchase Intention?
	YiXin, Y.X.; Mac, V. I.
	2019-06-01
Source Publication	ISMS Marketing Science conference
Abstract	Social media sites have created opportunities for people to create, communicate and share information regarding products and services. As an extension of traditional marketing instruments, social media helps to achieve greater reach in a shorter time while creating engagement and intimacy. Internet celebrities, utilizing social media platforms and electronic word-of-mouth (eWOM) communication, have become effective mediums in influencing people’s consumer behavior. In this study, we attempted to figure out the impact of internet celebrity eWOM regarding how it affects purchase intention. For this purpose, our model was built on information adoption model, theory of reasoned action, and related components in celebrity endorsement. The results of this study aimed to further advance the understanding of eWOM and internet celebrities marketing. Practical implications and further research directions were discussed at the end of the study.
Keyword	social media electronic word-of-mouth (eWOM) internet celebrity purchase intention celebrity endorsement
Language	英語English
The Source to Article	PB_Publication
PUB ID	46056
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Mac, V. I.
Recommended Citation GB/T 7714	YiXin, Y.X.,Mac, V. I.. Internet Celebrities and Electronic Word of Mouth: How do Internet Celebrities Influence Purchase Intention?[C], 2019.
APA	YiXin, Y.X.., & Mac, V. I. (2019). Internet Celebrities and Electronic Word of Mouth: How do Internet Celebrities Influence Purchase Intention?. ISMS Marketing Science conference.

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