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Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity.

Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs.

The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative.

The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations.

This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how and why consumers use social media to engage with celebrities, and identify the potential antecedents and outcomes, which may result from these online connections.

Both qualitative (two focus groups) and quantitative (survey) methods were used to explore consumer engagement with celebrities on social media. A structural model from the survey data was developed and analyzed.

Textual analysis of the focus groups revealed that consumers follow celebrities on social media to obtain career and personal information about the celebrity. Further, authenticity and emotional attachment were identified as favorable aspects of following celebrities on social media. An empirical study confirmed that the constructs of authenticity and emotional attachment positively influence the outcomes of word-of-mouth and purchase likelihood.

The study was limited by the self-identification of a favorite celebrity and social media site. Future research should include empirical testing of specific celebrities featured on a specific social media site and the development of the constructs identified in the focus groups.

This research sheds light on the antecedents and outcomes associated with consumer–celebrity engagement on social media. The implications for marketers and advertisers include a better understanding of how celebrities transform themselves and engage with consumers on social media.

This paper fulfills an identified need to study authenticity and emotional attachment as they relate to celebrities and consumers’ engagements on social media.

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial interaction are mediating variables concerning the impact of Internet celebrity characteristics on followers' impulse purchase behavior.

This study conducted an online survey of YouTube users in Taiwan and utilized quota sampling with 500 samples to examine the influence of two types of Internet celebrities on impulse purchase behavior.

As to the empirical results, the main path indicated that the self-disclosure Internet celebrity positively affected the attachment, which mainly positively affected the impulse purchase behavior. The second path showed that the expertise-knowledge Internet celebrity positively affected the attachment, which positively affected the impulse purchase behavior.

YouTube marketers should proceed prudently with the market segmentation and choose the appropriate type of Internet celebrities who are suitable for the product image to differentiate marketing. Empirical results can aid marketers in selecting a product-endorser, and enhance consumers' purchasing effect on product advertisements in interactive marketing.

The novelty of this study is to explore the mediation effect of the impact of Internet celebrity characteristics on followers' impulse purchase behavior in interactive marketing. The explaining mechanism of attachment and parasocial interaction is promised to be highlighted as the contribution of this study to the extant literature. This study constructs a theoretical mechanism between attachment theory and parasocial interaction theory and then can be used as a theoretical lens for designing successful social media strategies and explaining social media brand relationships.

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study, grounded in the theory of parasocial interactions and celebrity endorsement, aims to propose a framework of antecedents and outcomes of parasocial interactions with celebrities on social media.

Using an experimental survey-based approach, this study collected 270 usable responses, and data were analyzed using partial least square structural equation modeling.

The study found that parasocial interactions fully mediate the relationship between social media interaction and celebrity attachment, celebrity attachment influences purchase intention directly and indirectly through both cognitive (brand credibility) and affective (brand attractiveness) elements, the need to belong moderates the relationship between social media interaction and parasocial interactions and the need to belong moderates the relationship between celebrity attachment and brand attractiveness. An exploratory analysis uncovers whether different types of social platforms may be more conducive to establishing parasocial interactions.

This study explores the mechanisms by which celebrity interactions on social media can impact the brands they endorse and the role that parasocial interactions and the need to belong play in these interactions and outcomes.

This study explores the relationship among relationship-selling, celebrity attachment and customer engagement.

Hypotheses were tested, using structural equation modeling on survey responses of 321 participants.

This study determines the connection between relationship-selling factors and customer engagement using the stimulus-organism-response (SOR) theory. Results demonstrate that interactional intensity, mutual disclosure and cooperative intention exert considerable positive effects on celebrity attachment, which, in turn, significantly impacts customer engagement.

The research findings add to the existing body of knowledge through more information on the degree to which relationship-selling factors affect celebrity attachment, and eventually, customer engagement. The study also aims to prompt researchers and organizations to consider effective communication strategies to increase online customer engagement.

Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables.

Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions.

Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension.

A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

This study aims to examine changes in the strength of attachment to role models (strong, weak) and in the levels of commitment to the brands endorsed by role models (high, moderate, low) by exposing young athletes emulating sport stars to celebrity-engendered negative messages (CeNM).

Two studies were conducted with footballers ranging in age from 13 to 18 years. Study 1 explored emulated football stars, attachment strength and commitment levels (n = 1,425). Study 2 exposed purposively selected 853 young footballers to four types of CeNM by content (social attribute, moral conduct, game performance, physical condition). A combination of non-/parametric t-tests was run for the paired comparisons of before–after exposure to CeNM.

All CeNM contents weakened the ties to emulated football stars across the entire sample. Similarly, commitment to endorsed brands was diminished in all three categories after exposure to CeNM. When further examined, it appeared that the message about sport stars’ bad health did not affect the highly and moderately committed subjects. Overall, not just CeNM comprising personality-related topics (e.g. illicit affair, unfair play) but also those covering uncontrollable (e.g. injuries) and transient issues (e.g. penalty-kick misses) damaged young people’s attachment to their celebrity role models and tarnished, to a great extent, their evaluations of the brands the role models endorse.

Besides echoing the common tendency that attachment to celebrity role models is strong among the youth, findings also indicate that young people, unlike adults, react naively to CeNM.

The purpose of this paper is to examine the factors that influence mainland Chinese film tourists’ behavioural intention in accepting an augmented reality (AR) feature film character-related tour APP (an IfilmAR-tour-APP) based on an extension of unified theory of acceptance and use of technology (UTAUT) model.

Systematic sampling was used to collect data; 360 valid questionnaires were collected from mainland Chinese film tourists visiting Macau. Partial least squares structural equation modelling (PLS-SEM) was applied to analyse the data.

The findings indicated that performance expectancy, effort expectancy, social influence, celebrity involvement and personal innovativeness have a significant impact on mainland Chinese film tourists’ behavioural intention in accepting the IfilmAR-tour-APP, while facilitating conditions do not significantly affect tourists’ behavioural intention. Furthermore, the study revealed that effort expectancy, celebrity involvement and personal innovativeness positively influence performance expectancy in the use of an IfilmAR-tour-APP.

The findings of this study provide implications for AR tour APP developers which will help them to enhance their designs, and for the governments of tourist destinations to formulate their promotion strategies in developing niche tourism.

This study extended the application of UTAUT to tourism technology by introducing two personality traits in the context of AR tour APPs for film-induced tourism. This research contributes to niche tourism research by linking niche tourism and tourism technology.

推广影视旅游的增强现实旅游APP的接受度：论名人参与和个人创新的影响

本论文旨在检验中国大陆影视旅游者接受增强现实（AR）影视人物相关APP（IfilmAR-tour-APP）的接受行为, 本论文根据UTAUT模型, 检验其影响接受行为的各项因素。

本论文采用系统抽样法搜集数据; 共收到360份中国大陆到澳门影视旅游的游客问卷。本论文采用PLS-SEM方法分析数据。

研究结果表明, 性能期望、努力期望、社交影响、名人参与、和个人创新都对中国大陆影视旅游者接受IfilmAR-tour-APP行为有着显著影响。然而, 辅助条件对游客的行为意向并没有显著影响。此外, 本论文还表示努力期望、名人参与、和个人创新对性能期望有积极影响。

本论文结论对于AR旅行APP开发者提供实践启示, 这将帮助他们提高设计, 此外, 本论文结论对旅游目的地的政府也有启示, 帮助他们推广这种新奇旅游策略。

本论文延展了UTAUT应用到旅游科技, 在AR tour APP在影视旅游中引入两个个性特点。本论文通过连接新奇旅游领域与旅游科技, 对新奇旅游科研有着贡献。