Table 5. Conclusion and theoretical and... | Emerald Publishing

Table 5.

Conclusion and theoretical and managerial implications

Conclusion	Theoretical and managerial implications
SA with attractive visuals enhances mobile users’ receptivity to advertisement	The appearance of the source in the mobile ads engages users by driving positive associations, which results in customer satisfaction
Ideal and actual congruence between the user’s self and the celebrity image strengthens the self-brand relationships and the efficacy of the ads	Using a similar influencer as the target audience creates a positive image regarding the influencer’s credibility and authenticity, which suggests professionals may select sources based on the target audience’s traits and likability
Likeable and attractive sources along with VC allow CE with the mobile ads	SA and SIC minimize the skepticism toward mobile ads. Professionals should understand that visuals alone cannot engage users, and SA is more influential than SIC in attracting mobile users through ads

Conclusion	Theoretical and managerial implications
SA with attractive visuals enhances mobile users’ receptivity to advertisement	The appearance of the source in the mobile ads engages users by driving positive associations, which results in customer satisfaction
Ideal and actual congruence between the user’s self and the celebrity image strengthens the self-brand relationships and the efficacy of the ads	Using a similar influencer as the target audience creates a positive image regarding the influencer’s credibility and authenticity, which suggests professionals may select sources based on the target audience’s traits and likability
Likeable and attractive sources along with VC allow CE with the mobile ads	SA and SIC minimize the skepticism toward mobile ads. Professionals should understand that visuals alone cannot engage users, and SA is more influential than SIC in attracting mobile users through ads