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 |
| |
Authors: | Joe Phua Jihoon Kim |
| |
Institution: | University of Georgia, Grady College of Journalism and Mass Communication, 120 Hooper Street, Athens, GA 30602, United States |
| |
Abstract: | 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. |
| |
Keywords: | Social media Advertising Mobile apps Augmented reality Self-brand congruity Humor |
本文献已被 ScienceDirect 等数据库收录! |
|