The Influence Of Fan Identity On Endorsement Effect

As the most common and effective advertising strategy,celebrity endorsement has attracted much attention.This study chose "internet traffic star" as the representative of celebrity to study their influence on celebrity endorsement from the perspective of fans identification.This paper included two studies,which divided endorsement effect into brand recall and brand attitude,and measured them separately.Study 1 consisted two experiments.The difference of brand recall between "internet traffic star" and prime person was explored in Experiment 1.It was verified that the "vampire effect" of celebrity spokespersons on brand names still existed in "internet traffic star","internet traffic star"will hide brand information,resulting in brand recall results are worse than those of plain advertisements.Based on Experiment 1,Experiment 2 explored the influence mechanism of "vampire effect" of brand recall.The result showed that high-level of identification had a negative impact on brand recall,and the result of brand recall was worse than those of low-level identification group.Study 2 explored the role of fan identification in brand attitude,which consisted two experiments.Experiment 3 studied the influence of fans identification level on brand attitude in celebrity endorsement.The brand attitude included the product attitude,the advertising attitude,the purchase intention and the recommendation intention in this article.The result showed that high-level of identification had a positive impact on brand attitude,and the results of brand attitude are better than those of low-level identification group.In experiment 4,emotional investment was introduced to explore the differences of brand attitude and the mediating role of emotional investment in the influence of fans identification on brand attitude.The results showed that fans identification could positively predict brand attitude and emotional investment,and emotional investment played a partial intermediary role in the fans identification and brand attitude.This study reached the following conclusions:(1)“Internet traffic star" in advertising endorsements will hide brand information,affecting the audience's recall of the brand.(2)The level of fans identification has a significant impact on brand recall.Compared with the low level fans,the high level fans' brand recall results are worse.(3)Fan identification has a significant impact on brand attitude.Fans with high identification level show better brand attitude.The results of advertising attitude,product attitude,purchase intention and recommendation intention are better than those with low identification level.(4)Emotional investment plays a partial intermediary role in the fans identification and brand attitude.Fan identification can either directly predict the brand attitude,or affect brand attitude through emotional investment.Based on the research results,this paper explores the advertising endorsement effect of "internet traffic star" from two aspects:brand recall and brand attitude,which enriches the research field of endorsement effect and provides some reference for celebrity advertising strategies.