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
Abstract Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self brand congruity, self referencing and perceived humor in these self endorsed geofilter brand advertisements on consumers' brand related preferences. Results revealed that self brand congruity, self referencing and perceived humor exerted significant main effects on consumers' post use brand attitude and purchase intention. Self brand congruity also significantly interacted with self referencing and perceived humor to affect brand attitude and purchase intention, while self referencing significantly interacted with perceived humor to affect purchase intention, but not brand attitude. Theoretical and managerial implications of the research are discussed.
Telematics Informatics