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 an...

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Veröffentlicht in:	Telematics and informatics 2018-08, Vol.35 (5), p.1524-1533
Hauptverfasser:	Phua, Joe, Kim, Jihoon (Jay)
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Attitudes Augmented reality Consumers Humor Mobile apps Online advertising Referencing Self-brand congruity Social media Social networks Software
Online-Zugang:	Volltext
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