Search results

1 – 10 of 573
Article
Publication date: 31 March 2022

Junyun Liao, Keyi Chen, Jun Qi, Ji Li and Irina Y. Yu

Live streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little…

1936

Abstract

Purpose

Live streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined.

Design/methodology/approach

The authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences.

Findings

Results indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions.

Originality/value

This research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 12 September 2020

Eugene Cheng-Xi Aw and Lauren I. Labrecque

As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish…

6566

Abstract

Purpose

As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study, grounded in the theory of parasocial interactions and celebrity endorsement, aims to propose a framework of antecedents and outcomes of parasocial interactions with celebrities on social media.

Design/methodology/approach

Using an experimental survey-based approach, this study collected 270 usable responses, and data were analyzed using partial least square structural equation modeling.

Findings

The study found that parasocial interactions fully mediate the relationship between social media interaction and celebrity attachment, celebrity attachment influences purchase intention directly and indirectly through both cognitive (brand credibility) and affective (brand attractiveness) elements, the need to belong moderates the relationship between social media interaction and parasocial interactions and the need to belong moderates the relationship between celebrity attachment and brand attractiveness. An exploratory analysis uncovers whether different types of social platforms may be more conducive to establishing parasocial interactions.

Originality/value

This study explores the mechanisms by which celebrity interactions on social media can impact the brands they endorse and the role that parasocial interactions and the need to belong play in these interactions and outcomes.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 June 2017

Yue Ding and Lingyun Qiu

Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a widely adopted marketing practice. Compared to its counterpart on traditional mass…

1916

Abstract

Purpose

Celebrity endorsement on microblogging platforms (such as Twitter or Weibo) has become a widely adopted marketing practice. Compared to its counterpart on traditional mass media, celebrity endorsement on microblogging platforms has some unique characteristics. For example, the endorsement information is usually more implicit and the endorsers tend to use different tactics so as to maximize the impact on their followers. However, these new practices have not been thoroughly investigated and the underlying mechanism by which the endorsers influence potential information receivers is not well understood. Anchored on the theory of parasocial interaction borrowed from the mass communication literature, this paper aims to reveal the underlying mechanism of celebrity endorsement on microblogging platforms. More specifically, it examines the relationship between the intensity of microbloggers’ various celebrity-following activities and endorsement effectiveness.

Design/methodology/approach

The authors designed and conducted a Web-based survey containing scales for all focal constructs and demographic and control variables. Through online and offline campus advertisement, undergraduate and graduates students who have used microblogging for at least three months were recruited.

Findings

First of all, the survey results show that the intensity of users’ celebrity-following activities on microblogging platforms has a positive effect on the effectiveness of celebrity endorsement. Second, the positive effect of the intensity of microbloggers’ celebrity-following activities on the effectiveness of celebrity endorsement is mediated by the perceived parasocial interaction with the endorsers.

Research limitations/implications

Firstly, most respondents of the survey are university students. Second, because of the intrinsic disadvantage of the survey method, the causal relationship between constructs cannot be examined directly. Last, parasocial interaction/relationship is a complex theoretical construct whose influence is unveiled partially in this research.

Practical implications

First, this study found that the effectiveness of celebrity endorsement on microblogging platforms are largely affected by celebrity-followers’ online involvement. Second, this study revealed that celebrity-following activities that help enhance followers’ perceptions of parasocial interactions are particularly beneficial for endorsement effectiveness. Last, the exploratory analysis further revealed that followers’ perceptions of ingenuousness and companionship are two key sub-dimensions of parasocial interaction.

Originality/value

First, the authors verified the positive relationship between information receiver’s involvement and the effectiveness of celebrity endorsement in the context of microblogging platforms. Second, this study found that parasocial interaction fully mediates the relationship between celebrity-following intensity and endorsement effectiveness. Last, through an exploratory factor analysis, the authors further decomposed the construct of parasocial interaction into three sub-dimensions, namely, ingenuousness, empathy and companionship.

Details

Nankai Business Review International, vol. 8 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 8 February 2022

Reza Fazli-Salehi, Mahshid Jahangard, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga

The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial

1573

Abstract

Purpose

The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers.

Design/methodology/approach

The study was conducted using an online survey, and data was collected using Amazon MTurk. The respondents were asked to think of an online reviewing channel that they watch regularly and subsequently responded to a series of questions. The analysis was conducted using structural equation modeling via AMOS.

Findings

Both channel interactivity and vloggers’ self-disclosure displayed a positive impact on consumers’ parasocial interaction with vloggers, which eventually led to perceived trustworthiness, brand identification, communal–brand connection with the channel, purchase intention toward the recommended products and willingness to pay a premium price for extra services.

Research limitations/implications

Future research can examine the robustness of the findings by using a sample of internet users who are similar in terms of frequency, enthusiasm and duration of active usage.

Originality/value

Marketing managers can benefit from the findings of this study by understanding the dynamics of how influencers shape consumer perception and behavior. Owners of reviewing channels can gain insight on how to strengthen their bond with their viewers.

Details

Journal of Consumer Marketing, vol. 39 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 31 January 2022

Eugene Cheng-Xi Aw, Garry Wei-Han Tan, Stephanie Hui-Wen Chuah, Keng-Boon Ooi and Nick Hajli

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media…

2136

Abstract

Purpose

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).

Design/methodology/approach

The present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.

Findings

PLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.

Originality/value

The present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

Details

Information Technology & People, vol. 36 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 10 June 2021

Yunying Zhong, Valeriya Shapoval and James Busser

This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated…

2548

Abstract

Purpose

This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group.

Design/methodology/approach

A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group.

Findings

The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty.

Research limitations/implications

This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods.

Practical implications

This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers.

Originality/value

According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 8 July 2020

Abaid Ullah Zafar, Jiangnan Qiu and Mohsin Shahzad

Growing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does…

3030

Abstract

Purpose

Growing evidence asserts that individuals are inclined to buy impulsively in the social commerce environment due to interactive elements. However, extant literature does not reveal the influence of emerging digital celebrities and their communities on impulse buying, although users may encounter them synchronously. Hence, this study explores the impact of parasocial relationships and social climate on impulse buying following the stimulus–organism–response framework with the incorporation of the urge to buy. Besides, this research investigates the role of hedonic and utility gratification-seeking behavior in parasocial relationships following uses and gratifications theory (UGT).

Design/methodology/approach

An empirical research study was conducted on Facebook, and data were collected from Pakistani users who followed digital celebrities. Partial least squares structural equation modeling (PLS-SEM) approach was employed to analyze the valid data of 231 respondents.

Findings

The results indicate that integrated constructs significantly influence impulse buying with complementary partial mediation of urge to buy. Besides, social climate significantly interacts the relationship of parasocial relationships and impulse buying. Further, passing time, enjoyment and information seeking has a significant impact on parasocial relationships, except for self-presentation.

Originality/value

This research provides key knowledge to comprehend the overall phenomenon of emerging digital celebrities through the integration of their parasocial relationships and the social climate of their communities, with potential intervening and interaction effects. This study also unveils the role of gratifications in building digital celebrities' parasocial relationships.

Article
Publication date: 1 February 2006

Jihye Park and Sharron J. Lennon

The purpose of this study is to examine the effect of psychological traits and shopping environmental factors on impulse buying tendency via television shopping programs…

8377

Abstract

Purpose

The purpose of this study is to examine the effect of psychological traits and shopping environmental factors on impulse buying tendency via television shopping programs and to reflect the inherent nature of the impulsive television shopping environment in the USA as well as the traditional retail channel.

Design/methodology/approach

A total of 154 questionnaires were returned from multichannel customers who purchased apparel from television shopping programs and traditional retail stores.

Findings

Five causal relationships among impulse buying and interaction tendencies in both television and retail settings and TV shopping program browsing duration proposed in this study were confirmed through structural equation modeling.

Research limitations/implications

This study adds valuable empirical findings to the literature on the distribution channel relationship by examining buying behavior of multichannel customers as well as some theoretical implications for impulse buying‐related theories.

Originality/value

This study provides insights for customer impulse buying behavior in the multiple shopping environments.

Details

Journal of Consumer Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Abstract

Details

Twenty-First Century Celebrity: Fame In Digital Culture
Type: Book
ISBN: 978-1-78754-212-9

Article
Publication date: 10 October 2016

Mujde Yuksel and Lauren I. Labrecque

This paper aims to focus its inquiries on the parasocial interactions (PSI) and relationships (PSR) consumers form with personae in online social media communities. The…

4882

Abstract

Purpose

This paper aims to focus its inquiries on the parasocial interactions (PSI) and relationships (PSR) consumers form with personae in online social media communities. The authors extend the marketing literature on parasocial interaction/relationship beyond brands by focusing on personal social media accounts (public student-athletes).

Design/methodology/approach

The authors adopt a grounded theory methodology (Glaser and Strauss, 2009) triangulating observational netnographic data (Kozinets, 2010) of 49 public student-athlete accounts on Twitter (34,500 tweets) with in-depth interviews. The findings emphasize that PSI/PSR occur not only from interactions with brands but also through personal accounts on social media platforms.

Findings

The investigation reveals that through such social media platforms, PSI/PSR influence consumers cognitively, affectively and behaviorally. In terms of cognition, the data suggest that PSI/PSR can influence opinion, interests, attention allocation and construction of relations, specifically through the availability of in-depth knowledge about the social media persona. Additionally, the research findings indicate that affect-laden messages from persona can alter emotion and mood, induce empathetic reactions and trigger inspiration, especially in relation to the shared interest of the online community of the social media account. Behaviorally, the findings suggest that personas’ messages can direct and inspire both online and offline actions through endorsed behavioral parasocial interactions.

Research limitations/implications

This research focused on one specific social media platform, Twitter. Twitter was specifically chosen, because it is a popular social media platform and allows non-reciprocal relationships. Although the authors feel that the findings would hold for other social media platforms, future research may be conducted to see if there are differences in PSI/PSR development on different types of networks. Additionally, the authors focused on a specific type of personal account, student-athletes. Future research may wish to extend beyond this population to other personal social media accounts, such as fashion bloggers, diy bloggers and others.

Originality/value

This research reveals that PSI/PSR can occur not only from interactions with brands but also through personal accounts on social media platforms. The findings give support for the value of brand spokespersons and brand ambassadors and suggest that brands should take careful consideration into who is chosen to represent the brand.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

1 – 10 of 573