Table 4. Conclusions, theoretical and... | Emerald Publishing

Table 4.

Conclusions, theoretical and managerial implications

Conclusions	Theoretical contributions and managerial implications
Celebrities’ emotional brand post (vs celebrities’ rational brand post) encourages better audiences to spread positive WOM and eWOM	–Due to a lack of sufficient expertise, celebrities are less aware of the features of the products and services they advertise, and consumers recognize such ads as less credible
	–To promote brands/products by celebrities, shaping posts with emotional content, especially with positive content (e.g. happiness or excitement) is more effective
Highly involved consumers (vs lowly involved consumers) celebrity’s rational brand post on WOM and eWOM	–In the case of using a celebrity as an advertiser, the truthfulness and reliability of advertisements with informational content will be somewhat declined for highly involved consumers
	–To control the engagement of highly and lowly involved customers, a mixture of contents can be tested

Conclusions	Theoretical contributions and managerial implications
Celebrities’ emotional brand post (vs celebrities’ rational brand post) encourages better audiences to spread positive WOM and eWOM	–Due to a lack of sufficient expertise, celebrities are less aware of the features of the products and services they advertise, and consumers recognize such ads as less credible
	–To promote brands/products by celebrities, shaping posts with emotional content, especially with positive content (e.g. happiness or excitement) is more effective
Highly involved consumers (vs lowly involved consumers) celebrity’s rational brand post on WOM and eWOM	–In the case of using a celebrity as an advertiser, the truthfulness and reliability of advertisements with informational content will be somewhat declined for highly involved consumers
	–To control the engagement of highly and lowly involved customers, a mixture of contents can be tested