Mechanism Of Endorser-Brand Match-Up On Advertising Attitude

Along with the development of the Internet,digital technology have been improved.Marketing and sales channels are integrated,marketing media are becoming more diverse,all kinds of video web site,shopping website,social networking sites have become a consumer advertising channels,dispersing the celebrity followers and consumers.In this marketing environment,it is very important for the choice of endorsers.This study believes that the choice of endorsers can no longer take the celebrity as the criteria for consideration,but should consider whether the style,image and followers are matched with the brand marketing objectives.Therefore,this paper mainly studies the influence of endorser-brand matching-up on consumer attitude,to emphasize the importance of matching between endorsers and brand in this new marketing environment.In addition,with the rise of social media advertisement,social media influencer has become an important option for the advertisers in recent years.This study investigated the moderating effects of celebrity and social media influencer on the endorser-brand matching degree and consumer attitudes,studied the if different types have different request for compatibility.On the other hand,this study concluded that motivational attribution and perceived credibility are the mediating factors that match degree affects advertising attitude,to investigate whether matching can influence consumer attitude through motivational attribution and perceived credibility.This study mainly adopts the experimental method,on the basis of literature reading,the questionnaire was designed by referring to the relevant scales of foreign countries.The questionnaire was collected through the questionnaire platform and offline distribution.In the end,132 questionnaires were collected,each questionnaire could collect 6 pieces of data,so a total of 792 pieces of data were collected for the formal investigation,after eliminating invalid data,there were 531 valid data,statistical software SPSS 25.0 was used for data analysis and hypothesis testing.The results are as follows:The endorser-brand matching degree has a significant effect on the advertising attitude.Compared with the mismatched endorser,the matching endorser would produce more positive advertising attitude.Spokesperson type is the moderating variable of endorser-brand matching degree and advertising attitude.Altruistic motivation mediated the relationship between matching and advertising attitude.Compared with mismatched endorser,matched endorser would more likely to produce altruistic motivation attribution.Credibility played a mediating role between endorser-brand matching and advertising attitude.Compared with mismatched endorser,matched endorser would produce stronger credibility perception.Finally,the research limitations of this paper are discussed,and prospect the research of endorsement advertising and endorser types.