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

•Effects of self-endorsed Snapchat geofilter ads on brand outcomes were assessed.•Self-brand congruity significantly affected brand attitude and purchase intention.•Self-referencing significantly affected brand attitude and purchase intention.•Perceived humor significantly affected brand attitude and purchase intention.•Self-brand congruity, self-referencing and humor interacted to affect brand outcomes. 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.