Modern enterprises usually apply segmentation concept to divide market. The homosexual segment is considered as a huge market which little attention has put on the type of online endorser to homosexual segment. Therefore, the experimental design has employed to understand the online advertising communication effect of different homosexual endorsers. From 366 questionnaires, we find out the homosexual endorser produces better advertising communication effect and homosexual celebrity can echo the better effect than others. Those results expend the similarity theory on the understanding of endorsers advertising effect for homosexual.
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