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Academic Journal of Humanities & Social Sciences, 2022, 5(8); doi: 10.25236/AJHSS.2022.050818.

Brand-Celebrity Fit, Self-Concept Consistency and Ads Experience*--An Empirical Study of Responses Towards Weibo Celebrity Ads


Hua Zhang1, Yongliang Deng2

Corresponding Author:
Hua Zhang

1School of Business Administration Guangdong University of Finance and Economics Guangzhou, China 

2School of International Economics and Finance, South China Business College of Guangdong University of Foreign Studies, Guangzhou, China


Drawing on self-concept consistency theory, sponsor fit theories and advertising literature, we examine the influence of brand-celebrity fit and self-concept consistency on Weibo users’ ads experiences and their responses to Weibo celebrity advertising. By stating how Weibo celebrity characteristics influence celebrity fans’ perceptions, we describes a mechanism by which celebrity fans may respond positively to celebrity advertising in Weibo. We collected data to test our model by online survey. The sponsors of Weibo celebrity advertising were suggested to cooperate with the celebrity who had significant image and loyalty fans, and the celebrity image was consistent with their brand personality.


Weibo celebrity ads, brand-celebrity fit, self-concept consistency, ads experience

Cite This Paper

Hua Zhang, Yongliang Deng. Brand-Celebrity Fit, Self-Concept Consistency and Ads Experience*--An Empirical Study of Responses Towards Weibo Celebrity Ads. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 8: 108-112. https://doi.org/10.25236/AJHSS.2022.050818.


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