Abstract
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.
Original language | English |
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Pages (from-to) | 1432-1446 |
Number of pages | 15 |
Journal | Information Communication and Society |
Volume | 22 |
Issue number | 10 |
Early online date | 19 Feb 2018 |
DOIs | |
Publication status | Published - 24 Aug 2019 |
Keywords
- Electronic word-of-mouth
- source credibility
- self-presentation
- micro-celebrity