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This study examines opinion leadership's personal and social characteristics to see which one is more effective in opinion leadership in four different industries: fashion, travel and tourism, wellness and book and literature. The specific subject of this investigation is how largely openness, exhibitionism and competence in interpersonal relationships and status and attitude homophily affect the opinion leadership and the decision-making of opinion leaders' followers.

The proposed model was tested with the questionnaire shared via stories featured on Instagram among followers of four micro-influencers in different industries. For the purpose of testing the offered hypotheses of this study, the partial least squares method was used.

The findings show that openness, exhibitionism and competence in interpersonal relationships have a substantial effect on opinion leadership. It was also evident that status and attitude homophily impact opinion leadership. The model supports the effect of both personal and social characteristics on opinion leadership; however, based on the results, the effect of personal characteristics on opinion leadership is more remarkable, both in a direct relationship and through the mediating role of para-social interaction.

This study is novel in categorizing opinion leaders' attributes in two different extents of personal and social characteristics. The authors defined a model of the effectiveness of each personal and social characteristic on opinion leaders. The model investigates whether the personal or social characteristics have the most effect on opinion leadership, particularly with the mediating role of para-social interaction.

The purpose of this paper is to investigate: first, the effects of a user’s grandiosity on the loneliness of another user on Facebook who detected it in terms of his/her well-being status; second, the mediational role of envy between grandiosity and loneliness; and, third, whether different effects are given on narcissism, envy, and loneliness depending on social or para-social relationships on Facebook.

This study’s focus is to investigate how observing others’ grandiose behaviors impact on individuals’ feeling of loneliness. The authors propose that this relationship is mediated by the feeling of envy. The authors further postulate that social relationships that participants may have with other Facebook users would play a key role in feeling different types of envy (i.e. malicious vs benign). Therefore, the current study employed a 2 (levels of grandiosity: high vs low) × 2 (social relationship: para-social vs social) between-subjects design.

The authors found that one’s grandiosity as reflected on Facebook significantly affects other users’ loneliness through malicious envy. However, no moderated mediation via envy (either benign or malicious) was found within the social relationship group.

Social comparison generated by the use of Facebook was found to have an effect on the user’s loneliness through the mediation of envy. In particular, the possibility that such effects could be triggered in para-social relationships was identified.

For Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction (PSI), which facilitates socialization among followers. Normative commitment (NC) is critical for creating bonds among community members that are strengthened through socialization. However, research on the predictive relationships among SD, PSI and NC has been insufficient. This paper aims to investigate the effects of two facets of Internet celebrity SDs (i.e. private life and opinion) and two facets of PSI (i.e. companionship and following) on NC. The mediating role of PSI on the effects of SD on NC was also analyzed.

People who follow at least one Internet celebrity on a social networking site were recruited to participate in this study, and 494 valid questionnaires were collected for examination. The collected data were analyzed using structural equation modeling (SEM).

The results revealed that both private-life and opinion SDs have positive effects on companionship and following PSI, which consequently influence NC. A mediation test revealed that companionship and following PSI mediate the effects of private-life and opinion SD on NC. This study's findings also revealed that NC is influenced more by following PSI than it is by companionship PSI. Furthermore, opinion SD was determined to be the more influential factor in following PSI, whereas private-life SD was the more influential factor in companionship PSI.

This paper is useful for understanding the influence mechanism of the SD of Internet celebrities on PSI and NC.

Social robots are invading our daily lives. Recently, thanks to artificial intelligence, humanoid social robots have been developed and influence individuals on social media. This paper aims to understand the perception of luxury consumers regarding human-like virtual influencers (VI) in a multicultural context.

Conducting a qualitative method, the authors interviewed 32 Chinese and French consumers of luxury products from the Gen-Z and millennial generation about their perception of human influencers and human-like VI after following them on social media specific platforms.

Using source credibility theory, this research unveils the different ways in which consumers perceive human-like VI according to their physical or content attractiveness, expertise, similarities and trustworthiness. The results suggest that the perception of human-like VI by millennials and Gen-Z is closely related to their cultural setting and their familiarity of the technology in a luxury context.

Considering Gen-Z and millennials' willing for para-social interactions and given the importance to the credibility of the source or the emotions displayed by VI, the intercultural empirical setting of this study introduces the ambivalence of the perception of social robots versus human-like influencers in a luxury digital context.

The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

Based on interviews with 27 victims’ family members and survivors, this chapter explores how memory of the Oklahoma City bombing was constructed through participation in groups formed after the bombing and participation in the trials of Timothy McVeigh and Terry Nichols. It first addresses the efficacy of a collective memory perspective. It then describes the mental context in which interviewees joined groups after the bombing, the recovery functions groups played, and their impact on punishment expectations. Next, it discusses a media-initiated involuntary relationship between McVeigh and interviewees. Finally, this chapter examines execution witnesses’ perceptions of communication with McVeigh in his trial and execution.

The essay studies the introduction and use of audio-visual media in contemporary Swedish courtroom praxis and how this affects social interaction and the constitution of judicial space. The background to the study is the increasing use of video technology in law courts during the last decennium, and in particular the reformed trial code regulating court proceedings introduced in Sweden in 2008. The reform is called A Modern Trial (En modernare rättegång, Proposition 2004/05:131). An important innovation is that testimonies in lower level court proceedings now are video recorded and, in case of an appeal trial, then are screened in the appellate court. The study of social interaction and the constitution of judicial space in the essay is based in part on an ethnographic study of the Stockholm appellate court (Svea hovrätt) conducted in the fall 2010; in part on a study of the preparatory works to the legal reform; and in part on research on how media technology affects social interaction and the constitution of space and place.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.