Companies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior
towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended
source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.
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Document Type: Research Article
Faculty of Business and Law, Marketing Management, Northumbria University, Newcastle upon Tyne, UK
Business and Marketing, The Russian Presidential Academy of National Economy and Public Administration, Moscow, Russia
Publication date: August 24, 2019
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