Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship

Abstract In light of the disadvantages of celebrity spokespersons and the prevalence of brand anthropomorphism, the branding strategy of having an animated spokescharacter (ASC) is gaining popularity. Based on social information processing theory and parasocial interaction relationship (PSR) theory, this study explored the characteristics of brand animated spoke scharacters regarding whether and how they generate advertising effects. In an empirical study involving 292 participants concerning two animated spokescharacters (“Tuniu” and “Three Squirrels”), we obtained the following findings: (1) The characteristics of ASCs (likeability, expertise, and congruence) are positively related to parasocial interaction relationships (PSRs) and advertisement effects; (2) PSRs fully mediate the relationship among likeability and ASC congruence and advertisement effects but partially mediate between ASC expertise and advertisement effects; and (3) adult playfulness moderates the effect of ASC likeability on advertisement effectiveness. This research expands the study of the effects of ASCs on advertising and enriches our understanding of the positive associations of ASCs.