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Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation

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HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

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Abstract

Micro-celebrities (MCs) are people who leverage on their popularity, gained among followers, by showcasing their talent over the Internet. Given the strong influence power of micro-celebrity, micro-celebrity endorsement is becoming a valuable phenomenon. This research aims to explore the impact of informational content and narrative content, which are embedded in micro-celebrity’s recommendation post, on the persuasion effectiveness. From the perspective of elaboration likelihood model (ELM) and narrative transportation theory, a research model is discussed. We propose that the informational content may positively influence persuasion effectiveness through central route, and narrative content may positively influence persuasion effectiveness through peripheral route. Moreover, follower’s emotional attachment and role model-identification on the micro-celebrity may moderate the two processing. A plan for data collection and analysis is discussed. In the future, we will finish the data collection and analysis to justify the proposed hypotheses.

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Authors and Affiliations

  1. Department of Information Systems, City University of Hong Kong, Tat Chee Avenue 83, Hong Kong, Hong Kong SAR, China

    Wei Yang & Choon Ling Sia

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  1. Wei Yang
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  2. Choon Ling Sia
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Correspondence to Wei Yang .

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Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Yang, W., Sia, C.L. (2020). Success Factors in Micro-Celebrity Endorsement: The Role of Informational and Narrative Content in Product Recommendation. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_42

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  • DOI: https://doi.org/10.1007/978-3-030-50341-3_42

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

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