The Influence of Internet Celebrity Endorsers'Warmth on Brand Well-Being
Based on the meaning transfer model,imitation theory,and motivational change theory,this study deeply explores the influ-ence mechanism and boundary of internet celebrity warmth on brand well-being.The results of three experiments show that internet ce-lebrity endorsers'warmth has a significant positive impact on brand well-being;empathy and customer citizenship behavior play a me-diating role in the positive impact of internet celebrity endorsers'warmth on brand well-being;empathy,customer citizenship behaviors play a chain mediating role together;social distance negatively moderates the influence of internet celebrity endorsers'warmth on empa-thy and the mediating role of empathy,as well as the chain mediating role of empathy and customer citizenship behavior.The conclu-sions of this study not only have important theoretical significance for deepening and improving the research on influencer endorsement,brand happiness,empathy,and customer citizenship behavior but also have important implications for enterprises to choose influencer spokespersons to help improve consumers'brand happiness.
internet celebrityendorsers'warmthbrand well-beingempathycustomer citizenship behaviorsocial distance
国家科技期刊平台
NSTL
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