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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Gong, Wanqi (龔婉祺) | en_US |
| dc.date.accessioned | 2016-03-15T02:54:27Z | - |
| dc.date.accessioned | 2017-09-19T08:37:02Z | - |
| dc.date.accessioned | 2019-01-22T04:18:04Z | - |
| dc.date.available | 2016-03-15T02:54:27Z | - |
| dc.date.available | 2017-09-19T08:37:02Z | - |
| dc.date.available | 2019-01-22T04:18:04Z | - |
| dc.date.issued | 2015 | en_US |
| dc.identifier.citation | Gong, W. (2015). Fans’ unique reactions towards the celebrity endorsement on microblog: The influence of source factors and parasocial interaction (Outstanding Academic Papers by Students (OAPS)). Retrieved from City University of Hong Kong, CityU Institutional Repository. | en_US |
| dc.identifier.other | com2015-8000-gw266 | en_US |
| dc.identifier.uri | http://144.214.8.231/handle/2031/8367 | - |
| dc.description | Journal article developed from this OAPS paper: Gong, W., & Li, X. (2018). Microblogging reactions to celebrity endorsement: effects of parasocial relationship and source factors. Chinese Journal of Communication, 12, 185-203. doi: 10.1080/17544750.2018.1511607 | en_US |
| dc.description.abstract | This study explores the influential factors and process of the unique reactions (supportive attitude, intentions to retweet and keep on following the microblogger) towards the celebrity endorsement on microblog. The results of an online survey (N = 862) indicate that the PSI and the congruence of celebrity/product are salient antecedents of the fans’ reactions. The supportive attitude also serves as the mediator between the PSI and the fans’ intentions to retweet the endorsement message and to keep on following the microblogger. The study shed new light on the fans’ unique reactions towards the celebrity endorsement and develops a conceptual model to illustrate the mechanism of the celebrity endorsement effects on microblog. | en_US |
| dc.rights | This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. | en_US |
| dc.rights | Access is unrestricted. | en_US |
| dc.title | Fans’ unique reactions towards the celebrity endorsement on microblog: the influence of source factors and parasocial interaction | en_US |
| dc.contributor.department | Department of Media and Communication | en_US |
| dc.description.course | COM8000 Communication and Society | en_US |
| dc.description.programme | Doctor of Philosophy in Media and Communication | en_US |
| dc.description.supervisor | Dr. Li, Xigen | en_US |
| Appears in Collections: | OAPS - Dept. of Media and Communication | |
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|---|---|---|---|---|
| authorpage-Gong_Wanqi.html | 163 B | HTML | View/Open | |
| fulltext.html | 154 B | HTML | View/Open |
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