Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands

Abstract Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on consumers’ post-use brand attitude and purchase intention. Self-brand congruity also significantly interacted with self-referencing and perceived humor to affect brand attitude and purchase intention, while self-referencing significantly interacted with perceived humor to affect purchase intention, but not brand attitude. Theoretical and managerial implications of the research are discussed.

[1]  Edward Blair,et al.  Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts? , 2008 .

[2]  Chun-Tuan Chang,et al.  The ‘I’ of the beholder , 2011 .

[3]  J. Eaton,et al.  Building Brand Image Through Event Sponsorship: The Role of Image Transfer , 1999 .

[4]  Spencer F. Tinkham,et al.  Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement , 2013 .

[5]  D. Muntinga,et al.  Introducing COBRAs , 2011 .

[6]  R. E. Burnkrant,et al.  Effects of Self-Referencing on Persuasion , 1995 .

[7]  Jennifer Edson Escalas.  Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration , 2007 .

[8]  Bobby J. Calder,et al.  Evidence that user-generated content that produces engagement increases purchase behaviours , 2016 .

[9]  Andrew Lipsman,et al.  The Future of Retail Is Mobile , 2016, Journal of Advertising Research.

[10]  A. Burns,et al.  An Investigation of Brand-Related User-Generated Content on Twitter , 2017 .

[11]  S. C. Boerman,et al.  “This Post is Sponsored” Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook , 2017 .

[12]  Kristopher J Preacher,et al.  On the practice of dichotomization of quantitative variables. , 2002, Psychological methods.

[13]  Candice R. Hollenbeck,et al.  Consumers' use of brands to reflect their actual and ideal selves on Facebook , 2012 .

[14]  M. Eisend,et al.  Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness , 2014 .

[15]  Sejung Marina Choi,et al.  It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness , 2012 .

[16]  Maeve Duggan,et al.  Social Media Update 2016 , 2016 .

[17]  M. Sirgy,et al.  Self-congruity versus functional congruity: Predictors of consumer behavior , 1991 .

[18]  Johannes Knoll.  Advertising in social media: a review of empirical evidence , 2016 .

[19]  Sun Joo Grace Ahn,et al.  Explicating the ‘like’ on Facebook brand pages: The effect of intensity of Facebook use, number of overall ‘likes’, and number of friends' ‘likes’ on consumers' brand outcomes , 2016 .

[20]  Brett A. S. Martin,et al.  Using self-referencing to explain the effectiveness of ethnic minority models in advertising , 2002 .

[21]  M. Jong,et al.  'That was funny, but what was the brand again?' Humorous television commercials and brand linkage , 2011 .

[22]  James R. Bettman,et al.  Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging , 2017 .

[23]  Glenn Leshner,et al.  Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames , 2013 .

[24]  Joe Phua,et al.  Self-endorsing in digital advertisements: Using virtual selves to persuade physical selves , 2017, Comput. Hum. Behav..

[25]  Hye Jin Yoon,et al.  The Moderating Role of Gender Identity in Responses to Comedic Violence Advertising , 2014 .

[26]  Marc G. Weinberger,et al.  The Impact of Humor in Advertising: A Review , 1992 .

[27]  Jihoon Kim,et al.  Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention , 2017, Telematics Informatics.

[28]  Humor in Advertising , 1973 .

[29]  Colin Jevons,et al.  Memo to Marketers: Quantitative Evidence for Change , 2012, Journal of Advertising Research.

[30]  Robin L. Nabi.  Laughing in the Face of Fear (of Disease Detection): Using Humor to Promote Cancer Self-Examination Behavior , 2016, Health communication.

[31]  M. Sirgy,et al.  Self-Concept in Consumer Behavior: A Critical Review , 1982 .

[32]  Yunjae Cheong,et al.  User-generated product reviews on the internet: the drivers and outcomes of the perceived usefulness of product reviews , 2017 .

[33]  Self-Referencing Measurement in Persuasive Communications , 1995 .

[34]  Avan R. Jassawalla,et al.  Building acquaintance brands via Snapchat for the college student market , 2016 .

[35]  Anand Kumar,et al.  Web Commercials and Advertising Hierarchy-of-Effects , 2000, Journal of Advertising Research.

[36]  A. Mehta.  Using Self-Concept to Assess Advertising Effectiveness , 1999 .

[37]  Mira Lee,et al.  The multidimensional nature and brand impact of user-generated ad parodies in social media , 2011 .

[38]  Dawn Iacobucci,et al.  Toward a More Nuanced Understanding of the Statistical Properties of a Median Split , 2015 .

[39]  Isabel Buil,et al.  Who “Likes” You … and Why? A Typology of Facebook Fans , 2014, Journal of Advertising Research.

[40]  Gilbert A. Churchill,et al.  The Impact of Physically Attractive Models on Advertising Evaluations , 1977 .

[41]  Yong Zhang,et al.  The effect of humor in advertising: An individual‐difference perspective , 1996 .

[42]  Dhruv Grewal,et al.  Mobile Advertising: A Framework and Research Agenda , 2016 .

[43]  Joe Phua,et al.  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 , 2014 .