隨著網路使用黏著度提高，各種社群平台崛起，改變了消費者的的生活方式與消費型態，企業使用社群平台進行品牌宣傳與產品的行銷，使得行銷方式不斷創新，造成了素人也能成為網紅，也使企業使用網紅來代言產品。
為了探討傳統名人與社群網紅的代言效果，本研究選擇市面上倆大手機品牌，且此倆大品牌也使用名人與網紅來代言手機。本研究運用代言人-產品適配度、來源可信度模型以及真實性等概念，並探討其對對品牌態度、口碑的影響，並以分群分析探討消費者對於名人與網紅代言手機的購買意願之相異處。
本研究以SPSS、SEM為研究方法進行資料分析。研究結果顯示，適配度假說正向影響來源可信度模型中代言人的外表吸引力、可靠性與專家性，而來源可信度模型中專家性正向影響品牌態度，外表吸引力與可靠性正向影響口碑、代言人真實性正向影響口碑、品牌態度正向影響口碑、口碑正向影響購買意願。並進行分群分析去了解網紅與名人的不同特徵對代言效果的影響。最後根據分析的結果整合結論並提供實務與未來研究之建議。

With the use of various social media platforms, consumers' lifestyle has been changed, and the company uses social media for brand and product marketing. This trend makes people become Internet celebrity, which also enables the company to use Internet celebrities to endorse products.
In order to explore the endorsement of traditional celebrities and Internet celebrities, this study selected mobile phone endorsement to investigate the difference between traditional celebrities and Internet celebrities. This research framework includes celebrity product fit, source credibility model, authenticity, brand attitude, and purchase intention.Multi-group analyses were employed to investigate whether significant differences exist between traditional celebrities or Internet celebrities.
The results show that the celebrity product fit positively affects the attractiveness, trustworthiness and expertise of celebrity endorser. The attractiveness and trustworthiness of celebrity directly affect brand attitude, and attractiveness of celebrity positively affects word-of-mouth. Authenticity positively affect word-of-mouth, brand attitude positively affect word-of-mouth and word-of-mouth positively affect purchase intention. The differences between internet celebrity and traditional celebrity were shown by the multigroup analyses. Finally, we provide managerial implications and suggestions for future research.

網路文獻
沈瑾暘（2019年2月26日）。手機代言換網紅？理科太太取代周杰倫。TVBS新聞網。https：//news.tvbs.com.tw/life/1089588
HoliBear（2019年8月15日）。YouTube系列｜2019年你一定要知道的10個YouTube數據。https：//www.holibear.com/hblog/youtube201910youtube/
iKala （2020年 9月16日）。2020 台灣百大影響力網紅洞察報告書。KOL Radar。https：//www.kolradar.com/reports/2020-top100-kol
鄭緯筌（2020年 8月14日）。引發自然口碑效應，比名人代言有用！。GEMarketing。
https://www.gemarketing.com.tw/relatnews/research/%E5%BC%95%E7%99%BC%E8%87%AA%E7%84%B6%E5%8F%A3%E7%A2%91%E6%95%88%E6%87%89%EF%BC%8C%E6%AF%94%E5%90%8D%E4%BA%BA%E4%BB%A3%E8%A8%80%E6%9C%89%E7%94%A8%EF%BC%81/

中文文獻來源
俞洪亮、蔡義清、莊懿妃(2012)。商管研究資料分析 SPSS 的應用，修訂二
版，台北：華泰文化
陳順宇 (2005)。多變量分析，四版，台北：華泰文化
張紹勳 (2010)。研究方法，修訂版，台中：滄海書局

英文文獻來源
Altman, E., Brady, B., Resti, A., & Sironi, A. (2005). The Link Between Default and Recovery Rates： Theory, Empirical Evidence and Implications. The Journal of Business, 78, 2203-2228. doi：10.1086/497044
Ambroise, L., Gaelle, P.-S., Valette-Florence, P., & Albert, N. (2014). From endorsement to celebrity co-branding： Personality transfer. The Journal of Brand Management, 21. doi：10.1057/bm.2014.7
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234. doi：10.1080/02650487.2008.11073052
Arnould, E. J., & Price, L. (2000). Questing for self and community. The Why of Consumption： Contemporary Perspectives on Consumer Motives, Goals and Desires, 1.
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer index- insights from facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101. doi：https：//doi.org/10.1016/j.jretconser.2019.03.012
Arora, A. S., & Sanni, S. A. (2019). Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion Management： Research Synthesis, Emerging Themes, and New Directions. Journal of Promotion Management, 25(4), 476-499. doi：10.1080/10496491.2018.1448322
Asch, S. E. (1946). Forming impressions of personality. The Journal of Abnormal and Social Psychology, 41(3), 258-290. doi：10.1037/h0055756
Bagozzi, R. (2015). Brand Love： Construct Valididty, Managerial Utility, and New Conceptual Insights. Journal of Marketing Research.
Bagozzi, R., Gopinath, M., & Nyer, P. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science, 27, 184-206. doi：10.1177/0092070399272005
Bagozzi, R., & Silk, A. (1983). Recall, Recognition, and the Measurement of Memory for Print Advertisements. Marketing Science, 2. doi：10.1287/mksc.2.2.95
Bai, H. F., McColl, J., & Moore, C. (2018). Hong Kong, a gateway for mainland China? Examining the impact of luxury fashion retailers' ownership structures on expansion strategies. International Journal of Retail & Distribution Management, 46(9), 850-869. doi：10.1108/ijrdm-03-2018-0048
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1-16. doi：10.1509/jm.09.0339
Becker, M., Wiegand, N., & Reinartz, W. J. (2018). Does It Pay to Be Real? Understanding Authenticity in TV Advertising. Journal of Marketing, 83(1), 24-50. doi：10.1177/0022242918815880
Bekk, M., & Sporrle, M. (2010). The influence of perceived personality characteristics on positive attitude towards and suitability of a celebrity as a marketing campaign endorser. The Open Psychology Journal, 3(1) 54–66.
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements： a literature review and research agenda. International Journal of Advertising, 35(4), 642-663. doi：10.1080/02650487.2015.1137537
Berry, L. L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128-137. doi：10.1177/0092070300281012
Beverland, M. (2006). The ‘real thing’： Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251-258. doi：https：//doi.org/10.1016/j.jbusres.2005.04.007
Beverland, M. B., Kates, S. M., Lindgreen, A., & Chung, E. (2010). Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science, 38(5), 617-633. doi：10.1007/s11747-009-0162-0
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting Authenticity Through Advertising： Consumer Judgments of Advertisers' Claims. Journal of Advertising, 37(1), 5-15. doi：10.2753/JOA0091-3367370101
Bhatt, N., Jayswal, R., & Patel, J. (2013). Impact of Celebrity Endorser's Source Credibility on Attitude Towards Advertisements and Brands. South Asian Journal of Management, 20, 74.
Blount, I. Y. How Do Large Purchasing Organizations Treat Their Diverse Suppliers? Minority Business Enterprise CEOs' Perception of Corporate Commitment to Supplier Diversity. Business & Society. doi：10.1177/0007650320936974
Bodla, A. A., Tang, N. Y., Van Dick, R., & Mir, U. R. (2019). Authoritarian leadership, organizational citizenship behavior, and organizational deviance Curvilinear relationships. Leadership & Organization Development Journal, 40(5), 583-599. doi：10.1108/lodj-08-2018-0313
Bor, A. (2020). Evolutionary leadership theory and economic voting： Warmth and competence impressions mediate the effect of economic perceptions on vote. Leadership Quarterly, 31(2). doi：10.1016/j.leaqua.2019.05.002
Campbell, C., & Farrell, J. R. (2020). More than meets the eye： The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. doi：https：//doi.org/10.1016/j.bushor.2020.03.003
Carroll, B., & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17, 79-89. doi：10.1007/s11002-006-4219-2
Carter, D. (2016). Hustle and Brand： The Sociotechnical Shaping of Influence. Social Media + Society, 2(3). doi：10.1177/2056305116666305
Charmley, R., Garry, T., & Ballantine, P. W. (2013). The inauthentic other： Social comparison theory and brand avoidance within consumer sub-cultures. Journal of Brand Management, 20(6), 458-472. doi：10.1057/bm.2012.53
Chatterjee, P. (2001). Online reviews： do consumers use them. Advances in Consumer Research, Vol. 28, pp. 129-133.
Choi, S. M., & Rifon, N. J. (2012). It Is a Match： The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychology & Marketing, 29(9), 639-650. doi：10.1002/mar.20550
Cleff, T., Lin, I. C., & Walter, N. (2014). Can you feel it? The effect of brand experience on brand equity. IUP J. Brand Manag.
de Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H., & Pinto, D. C. (2018). The brand experience extended model： a meta-analysis. Journal of Brand Management, 25(6), 519-535. doi：10.1057/s41262-018-0104-6
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers： the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. doi：10.1080/02650487.2017.1348035
Deborah, A., Michela, A., & Anna, C. (2019). How to quantify social media influencers： An empirical application at the Teatro alla Scala. Heliyon, 5(5). doi：10.1016/j.heliyon.2019.e01677
Erdogan, B. Z. (1999). Celebrity Endorsement： A Literature Review. Journal of Marketing Management, 15(4), 291-314. doi：10.1362/026725799784870379
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers： The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48. doi：10.2501/JAR-41-3-39-48
Evers, C. W. (2019). The gendered emotional labor of male professional 'freesurfers' digital media work. Sport in Society, 22(10), 1691-1706. doi：10.1080/17430437.2018.1441009
Farrell, K., Karels, G., Montfort, K., & McClatchey, C. (2000). Celebrity performance and endorsement value： The case of Tiger Woods. Managerial Finance, 26, 1-15. doi：10.1108/03074350010766756
Farrell, W. C., & Phungsoonthorn, T. (2020). Generation Z in Thailand. International Journal of Cross Cultural Management, 20(1), 25-51. doi：10.1177/1470595820904116
Ferguson, B. (2009). Creativity and integrity： Marketing the@ in developmen” screenplay. Psychology & Marketing, 26, 421-444.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.
Friedman, H. H., Termini, S., & Washington, R. (1976). The Effectiveness of Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 5(3), 22-24. doi：10.1080/00913367.1976.10672647
Gaenssle, S., & Budzinski, O. (2021). Stars in social media： new light through old windows? Journal of Media Business Studies, 18(2), 79-105. doi：10.1080/16522354.2020.1738694
Gamson, J. (2011). The Unwatched Life Is Not Worth Living： The Elevation of the Ordinary in Celebrity Culture. PMLA, 126, 1061-1069. doi：10.2307/41414175
Gaylord-Ross, R. J., Haring, T. G., Breen, C., & Pitts-Conway, V. (1984). The training and generalization of social interaction skills with autistic youth. J Appl Behav Anal, 17(2), 229-247. doi：10.1901/jaba.1984.17-229
Glover, P. (2009). Celebrity Endorsement in Tourism Advertising： Effects on Destination Image. Journal of Hospitality and Tourism Management, 16(1), 16-23. doi：https：//doi.org/10.1375/jhtm.16.1.16
Goldsmith, R., Lafferty, B., & Newell, S. (2000). The Influence of Corporate Credibility on Consumer Attitudes and Purchase Intent. Corporate Reputation Review, 3, 304-318. doi：10.1057/palgrave.crr.1540122
Gong, W. Q., & Li, X. G. (2017). Engaging fans on microblog： the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732. doi：10.1002/mar.21018
Gotlieb, J., & Sarel, D. (2013). Comparative Advertising Effectiveness： The Role of Involvement and Source Credibility. Journal of Advertising, 20. doi：10.1080/00913367.1991.10673205
Gouranga, P., & Kumar, B. (2011). Celebrity Endorsement in FMCGs Advertising –A Case Study in a Culturally Vibrant Society. Advances In Management.
Halonen, E., & Hurmerinta, L. (2010). Who Endorses Whom? Meanings Transfer in Celebrity Endorsement. Journal of Product & Brand Management, 19, 452-460. doi：10.1108/10610421011085767
Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396. doi：10.1016/j.jbusres.2017.11.046
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes： An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247. doi：10.1177/1094670502004003006
Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90. doi：10.1086/339922
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. New Haven, CT, US： Yale University Press.
Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4), 635. doi：10.1086/266350
Hovland, C. I., & Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness*. Public Opinion Quarterly, 15(4), 635-650. doi：10.1086/266350
Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of social media stars： a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 1-49. doi：10.1080/02650487.2020.1836925
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars： a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375. doi：10.1080/02650487.2020.1836925
Hung, K. (2014). Why Celebrity Sells： A Dual Entertainment Path Model of Brand Endorsement. Journal of Advertising, 43, 155-166. doi：10.1080/00913367.2013.838720
Huo, M. L., & Boxall, P. Do workers respond differently to learning from supervisors and colleagues? A study of job resources, learning sources and employee wellbeing in China. International Journal of Human Resource Management. doi：10.1080/09585192.2020.1744029
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention： the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351. doi：10.1108/jpbm-05-2013-0299
Ilicic, J., & Webster, C. (2011). Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention. Australasian Marketing Journal (amj), 19, 230-237. doi：10.1016/j.ausmj.2011.07.005
Jin, S.-A. A., & Phua, J. (2014). Following Celebrities’ Tweets About Brands： The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities.Journa lof dvertising, 43(2), 181-195. doi：10.1080/00913367.2013.827606
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567-579. doi：10.1108/MIP-09-2018-0375
Kahle, L., & Homer, P. (1985). Physical Attractiveness of the Celebrity Endorser： A Social Adaptation Perspective. Journal of Consumer Research, 11, 954-961. doi：10.1086/209029
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-Sided versus One-Sided Celebrity Endorsements： The Impact on Advertising Effectiveness and Credibility. Journal of Advertising, 18(2), 4-10. doi：10.1080/00913367.1989.10673146
Kerrigan, F., Brownlie, D., Hewer, P., & Daza-LeTouze, C. (2011). @ Spinnin‡ Warhol： Celebrity brand theoretics and the logic of the celebrity brand. Journal of Marketing Management, 27, 1504 - 1524.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, 'micro-celebrity' and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208. doi：10.1080/19392397.2016.1218292
Khan, M., Memon, Z., & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions： The Role of Perceived Quality and Brand Loyalty. 14, 99-120.
Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, 13(2), 146-159. doi：10.1002/pa.1470
Kim, S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131–145. doi：10.1016/j.ijhm.2013.11.003
Kim, S., Mori, I., & Rahim, A. A. (2018). Cultural values matter： Attractiveness of Japanese companies in Malaysia. International Journal of Cross Cultural Management, 18(1), 86-102. doi：10.1177/1470595818759570
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9, 320-329. doi：10.1016/j.jdmm.2018.03.006
Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists' perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131-145. doi：10.1016/j.ijhm.2013.11.003
Kim, Y.-J., & Na, J.-H. (2007). Effects of celebrity athlete endorsement on attitude towards the product： the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23-33. doi：10.1108/IJSMS-08-04-2007-B004
King, B. (2013). Fame attack： the inflation of celebrity and its consequences, by Chris Rojek. Celebrity Studies, 4(2), 262-264. doi：10.1080/19392397.2013.791060
Kowalczyk, C., & Pounders, K. (2016). Transforming celebrities through social media： the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25, 345-356. doi：10.1108/JPBM-09-2015-0969
Krivosikova, A., Rybanska, J., Nagyova, L., & Geci, A. (2020). Consumer behaviour of seniors on the cow's milk market in slovakia： silver persuading techniques. Marketing and Management of Innovations(1), 200-207. doi：10.21272/mmi.2020.1-16
Krotoski, A. (2011). Wikileaks and the New, Transparent World Order. 82(4), 526-530. doi：10.1111/j.1467-923x.2011.02250.x
Kucharska, W., Confente, I., & Brunetti, F. (2020). The power of personal brand authenticity and identification： top celebrity players’ contribution to loyalty toward football. Journal of Product & Brand Management, 29(6), 815-830. doi：10.1108/jpbm-02-2019-2241
Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, 887-896. doi：10.1016/j.chb.2009.03.003
Kupfer, A. K., vor der Holte, N. P., Kubler, R. V., & Hennig-Thurau, T. (2018). The Role of the Partner Brand's Social Media Power in Brand Alliances. Journal of Marketing, 82(3), 25-44. doi：10.1509/jm.15.0536
Kutan, A., Laique, U., Qureshi, F., Rehman, I. U., & Shahzad, F (2020). A survey on national culture and corporate financial decisions： current status and future research. International Journal of Emerging Markets. doi：10.1108/ijoem-12-2019-1050
La Ferle, C., & Choi, S. (2005). The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of Current Issues and Research in Advertising Number, 27. doi：10.1080/10641734.2005.10505182
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence： The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54. doi：10.1016/j.jretconser.2019.102027
Lafferty, B. A., & Goldsmith, R. (1999). Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 44, 109-116.
Larson, R. B., & Kinsey, J. (2019). Culture and Sampling Issues With "Green" Attitude Research. Social Marketing Quarterly, 25(2), 91-106. doi：10.1177/1524500419838989
Lee, I. M., Shiroma, E., Lobelo, F., Puska, P., Blair, S., & Katzmarzyk, P. (2012). Lee IM, Shiroma EJ, Lobelo F, Puska P, Blair SN, Katzmarzyk PT Lancet Physical Activity Series Working GroupEffect of physical inactivity on major non-communicable diseases worldwide： an analysis of burden of disease and life expectancy. Lancet 380： 219-229. Lancet, 380, 219-229. doi：10.1016/S0140-6736(12)61031-9
Lee, J. Y., Jang, S. H., & Lee, S. Y. (2018). Paternalistic leadership and knowledge sharing with outsiders in emerging economies Based on social exchange relations within the China context. Personnel Review, 47(5), 1099-1120. doi：10.1108/pr-03-2017-0068
Lee, M., Rodgers, S., & Kim, M. (2009). Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website. Journal of Current Issues & Research in Advertising, 31(2), 1-11. doi：10.1080/10641734.2009.10505262
Li, R. (2018). The Secret of Internet Celebrities： A Qualitative Study of Online Opinion Leaders on Weibo.
Liu, M., & Brock, J. (2011). Selecting a female athlete endorser in China： The effect of attractiveness, match-up, and consumer gender difference. European Journal of Marketing, 45, 1214-1235. doi：10.1108/03090561111137688
Liu, M. J., Yannopoulou, N., Bian, X., & Elliott, R. (2015). Authenticity Perceptions in the Chinese Marketplace. Journal of Business Research, 68(1), 27-33. doi：10.1016/j.jbusres.2014.05.011
Lizote, S. A., Miranda, A. L., da Silva, S. G., & Gohn, C. (2020). Entrepreneurial skills： a study with high school students. Revista De Gestao E Secretariado-Gesec, 11(3), 27-46. doi：10.7769/gesec.v11i3.1103
Loroz, P. S., & Braig, B. M. (2015). Consumer attachments to human brands： The “Oprah effect”. Psychology & Marketing, 32(7), 751-763. doi：10.1002/mar.20815
Lou, C., & Yuan, S. (2019). Influencer Marketing： How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73. doi：10.1080/15252019.2018.1533501
Lu, W. X., Wei, Y. X., & Wang, R. (2020). Handling inter-organisational conflict based on bargaining power Organisational power distance orientation matters. International Journal of Conflict Management, 31(5), 781-800. doi：10.1108/ijcma-06-2019-0092
Luo, L., Chen, X., Han, J., & Park, C. W. (2010). Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases. Journal of Marketing Research, 47(6), 1114-1128. doi：10.1509/jmkr.47.6.1114
Macinnis, D. J., & Folkes, V. S. (2017). Humanizing brands： When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355-374. doi：10.1016/j.jcps.2016.12.003
Maddux, J., & Rogers, R. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion： A case of brains over beauty. Journal of Personality and Social Psychology, 39, 235-244. doi：10.1037/0022-3514.39.2.235
Magnini, V. P., Honeycutt, E. D., & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69. doi：10.1177/1356766707084219
Malik, M. E., Ghafoor, M., Iqbal, H. K., Riaz, U., Hassan, N., Mustafa, M., & Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. Int. J. Bus. Soc. Sci., 4, 167-171.
Mao, J. Y., Zhang, Y., Chen, L. F., & Liu, X. (2019). Consequences of supervisor self-interested behavior： a moderated mediation. Journal of Managerial Psychology, 34(3), 126-138. doi：10.1108/jmp-04-2018-0170
Marshall, K. P., & Forrest, P. J. (2011). A framework for identifying factors that influence fine art valuatons from artist to consumers. Marketing Management Journal, 21(1), 111-123.
Martin, B. A. S., Wentzel, D., & Tomczak, T. (2008). Effects of susceptibility to normative influence and type of testimonial on attitudes toward print advertising. Journal of Advertising, 37(1), 29-43. doi：10.2753/joa0091-3367370103
Marwick, A., & Boyd, D. (2011). To See and Be Seen： Celebrity Practice on Twitter. Convergence： The International Journal of Research Into New Media Technologies, 17(2), 139-158. doi：10.1177/1354856510394539
McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16, 310-321. doi：10.1086/209217
McCutcheon, L., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British journal of psychology (London, England ： 1953), 93, 67-87. doi：10.1348/000712602162454
Misra, S., & Beatty, S. (1990). Celebrity spokesperson and brand congruence. An assessment of recall and affect. Journal of Business Research, 21, 159-173. doi：10.1016/0148-2963(90)90050-N
Moraes, M., Gountas, J., Gountas, S., & Sharma, P. (2019). Celebrity influences on consumer decision making： new insights and research directions. Journal of MarketingManagement,35(1314),11591192.doi:10.1080/0267257x.2019.1632373
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity. Psychology & Marketing, 32(2), 173-186. doi：10.1002/mar.20771
Moulard, J. G., Rice, D. H., Garrity, C. P., & Mangus, S. M. (2014). Artist Authenticity： How Artists’ Passion and Commitment Shape Consumers’ Perceptions and Behavioral Intentions across Genders. Psychology & Marketing, 31(8), 576-590. doi：10.1002/mar.20719
Muda, M., Musa, R., Naina Mohamed, R., & Borhan, D. H. (2014). Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia - Social and Behavioral Sciences, 130, 11-20. doi：10.1016/j.sbspro.2014.04.002
Muda, M., Musa, R., & Putit, L. (2017). Celebrity Endorsement in Advertising： A double-edged Sword. Journal of ASIAN Behavioural Studies, 2. doi：10.21834/jabs.v2i3.188
Najmi, M., Atefi, Y., & Mirbagheri, S. (2012). Attitude toward Brand： An Integrative Look at Mediators and Moderators. Academy of Marketing Studies Journal, 16, 111-133.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39-52. doi：10.1080/00913367.1990.10673191
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention： An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103-121. doi：10.1080/10696679.2018.1534070
Padmaja, P. L., & Renuka, P. (2020). Customer Attitude towards Green Marketing Practices： An Empirical Study on Indian Companies' Green practices. Pacific Business Review International, 12(7), 132-143. Retrieved from <Go to ISI>：//WOS：000542033200011
Park, C., Macinnis, D., Priester, J., Eisingerich, A., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength： Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74. doi：10.2307/25764280
Park, C. L., & Paiva, E. L. (2018). How do national cultures impact the operations strategy process? International Journal of Operations & Production Management, 38(10), 1937-1963. doi：10.1108/ijopm-03-2017-0145
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52. doi：10.1016/j.jretconser.2019.101934
Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11(2), 229-241. doi：10.1016/0148-2963(83)90030-910.1016/j.indmarman.2017.03.005
Pornpitakpan, C. (2004). The Persuasiveness of Source Credibility： A Critical Review of Five Decades' Evidence. Journal of Applied Social Psychology, 34(2), 243-281. doi：10.1111/j.1559-1816.2004.tb02547.x
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning, 37(4), 372-385. doi：10.1108/mip-02-2018-0070
Preece, C. (2015). The authentic celebrity brand： unpacking Ai Weiwei’s celebritised selves. 31(5-6), 616-645. doi：10.1080/0267257x.2014.1000362
Prince, N. R., & Kabst, R. (2019). Impact of national culture on organizations' use of selection practices. Employee Relations, 41(6), 1145-1161. doi：10.1108/er-10-2018-0284
Rambe, P., Modise, D. L., & Chipunza, C. (2018). The combined influence of self-leadership and locus of control on the job performance of engineering workforce in a power generation utility： An empirical perspective. Sa Journal of Human Resource Management, 16. doi：10.4102/sajhrm.v16i0.952
Rocamora, A. (2011). Personal Fashion Blogs： Screens and Mirrors in Digital Self-portraits.FashionTheory,15(4),407424.doi:10.2752/175174111X13115179149794
Rose, R., & Wood, S. (2005). Paradox and the Consumption of Authenticity through Reality Television. Journal of Consumer Research, 32, 284-296. doi：10.1086/432238
Roy, S., Dryl, W., & de Araujo Gil, L. (2021). Celebrity endorsements in destination marketing： A three country investigation. Tourism Management, 83. doi：10.1016/j.tourman.2020.104213
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94. doi：https：//doi.org/10.1002/dir.20090
Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities. European Journal of Marketing, 41(1/2), 121-134. doi：10.1108/03090560710718148
Shah, S., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4, 105-110.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. doi：10.1016/j.jretconser.2019.01.011
Stever, G., & Lawson, K. (2013). Twitter as a Way for Celebrities to Communicate with Fans： Implications for the Study of Parasocial Interaction.
Tang, W. W. (2010). Impact of corporate image and corporate reputation on customer loyalty： a review. Manag. Sci. Eng.
Teng, C.-I., Huang, K.-W., & Tsai, I. L. (2007). Effects of Personality on Service Quality in Business Transactions. Service Industries Journal - SERV IND J, 27, 849-863. doi：10.1080/02642060701570495
Thompson, R. (2008). Early attachment and later development. Handbook of attachment： Theory, research, and clinical applications, 348-365.
Thomson, M. (2006). Human Brands： Investigating Antecedents to Consumers’ Strong Attachments to Celebrities. Journal of Marketing, 70(3), 104-119. doi：10.1509/jmkg.70.3.104
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind： Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91. doi：https：//doi.org/10.1207/s15327663jcp1501_10
Till, B., & Busler, M. (2013). The Match-Up Hypothesis： Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs. Journal of Advertising, 29, 1-13. doi：10.1080/00913367.2000.10673613
Till, B. D., & Shimp, T. A. (1998). Endorsers in Advertising： The Case of Negative Celebrity Information. Journal of Advertising, 27(1), 67-82. doi：10.1080/00913367.1998.10673543
Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement： An exploratory study. Psychology & Marketing, 36(12), 1267-1276. doi：10.1002/mar.21274
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions： An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103-124. doi：10.1080/15332861.2019.1700741
Turner, M. H., Bernard, M., Birchwood, M., Jackson, C., & Jones, C. (2013). The contribution of shame to post-psychotic trauma. 52(2), 162-182. doi：10.1111/bjc.12007
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66, 53–59. doi：10.1016/j.jbusres.2011.07.022
Wang, Q. J., Hackett, R. D., Zhang, Y. M., & Cui, X. (2019). Personal characteristics and applicants' perceptions of procedural fairness in a selection context The mediating role of procedural fairness expectations. Management Decision, 58(4), 687-704. doi：10.1108/md-01-2018-0088
Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17. doi：10.1016/j.jairtraman.2016.12.007
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility Via Celebrity Endorsement. Journal of Advertising Research, 58(1), 16-32. doi：10.2501/jar-2017-042
Woodcock, J., & Johnson, M. R. (2019). Live Streamers on Twitch.tv as Social Media Influencers： Chances and Challenges for Strategic Communication. International Journal of Strategic Communication, 13(4), 321-335. doi：10.1080/1553118X.2019.1630412
Yoo, J.-W., & Jin, Y. J. (2015). Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility. Journal of Promotion Management, 21(6), 666-684. doi：10.1080/10496491.2015.1055046
Yoo, J.-w., Lee, H.-s., & Jin, Y.-j. (2018). Effects of Celebrity Credibility on Country’s Reputation： A Comparison of an Olympic Star and a Political Leader. Corporate Reputation Review, 21(3), 127-136. doi：10.1057/s41299-018-0048-5
Yoon, D., & Kim, Y.-K. (2016). Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising. Journal of Hospitality Marketing & Management, 25(2), 167-196. doi：10.1080/19368623.2014.1001932
Yoon, K., Kim, C. H., & Kim, M.-S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication and Society, 1(3-4), 153-173. doi：10.1080/15205436.1998.9677854
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493-504. doi：10.1108/jsm-01-2017-0031
Zhu, F. (2010). Impact of Online Consumer Reviews on Sales： The Moderating Role of Product and Consumer Characteristics. Journal of Marketing - J MARKETING, 74, 133-148. doi：10.1509/jmkg.74.2.133