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This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty.

The participants were identified through a purposive sampling approach, and they were composed of consumers who purchased Korean-celebrity-endorsed products and services of a telecommunications company. The hypothesized relationships were gauged using a predictive approach as a research design via partial least squares (PLS) path modeling.

The findings show that all hypothesized relationships are supported. In particular, social media interaction was found to have a substantial, positive and significant effect on self-disclosure. Moreover, self-disclosure has a considerably significant and direct effect on parasocial relationships and was found to indirectly affect the link between social media interactions and parasocial relationships. The results further reveal that social media interactions and parasocial relationships predict source trustworthiness, leading to brand credibility and loyalty.

To the best of the authors’ knowledge, the present undertaking is the only study that examined how parasocial relationships on social media are built when foreign celebrities, in this case, the well-known Korean popular group BTS, endorse telecommunications products and services.

La presente investigación explora cómo las relaciones parasociales con celebridades coreanas en las redes sociales generan credibilidad de marca y lealtad.

Los participantes se identificaron mediante un muestreo intencional y estaban compuestos por consumidores que compraban productos y servicios de una empresa de telecomunicaciones avalados por famosos coreanos. Las relaciones hipotetizadas se midieron utilizando un enfoque predictivo como diseño de investigación mediante un modelo de mínimos cuadrados parciales (PLS).

Los resultados muestran que todas las relaciones hipotetizadas se confirman. En particular, la interacción con los medios sociales tiene un efecto sustancial, positivo y significativo en la autodivulgación. Además, la autodivulgación tiene un efecto considerablemente significativo y directo en las relaciones parasociales y se descubrió que afecta indirectamente al vínculo entre las interacciones en los medios sociales y las relaciones parasociales. Los resultados revelan además que las interacciones en los medios sociales y las relaciones parasociales predicen la fiabilidad de la fuente, lo que conduce a la credibilidad de la marca y a la lealtad.

El presente trabajo es el único estudio que examina cómo se construyen las relaciones parasociales en los medios sociales cuando celebridades extranjeras, en este caso, el conocido grupo popular coreano BTS, promocionan productos y servicios de telecomunicaciones.

本研究探讨了在社交媒体上与韩国名人的寄生关系如何建立品牌可信度和忠诚度。

通过目的性抽样确定参与者, 包括购买韩国名人代言的电信公司产品和服务的消费者。研究设计使用偏最小二乘法（PLS）模型对假设关系进行预测测量。

研究结果表明, 所有假设关系都得到了证实。特别是, 社交媒体互动对自我披露具有实质性的、积极的和显著的影响。此外, 自我披露对寄生关系也有明显的直接影响, 并被发现间接影响社交媒体互动与寄生关系之间的联系。研究结果进一步揭示了社会化媒体互动和寄生关系能够预测来源的可信度, 从而提高品牌可信度和忠诚度。

研究结果表明, 所有假设的关系都得到了证实。特别是, 社交媒体互动对自我披露具有实质性的、积极的和显著的影响。此外, 自我披露对寄生关系也有明显的直接影响, 并被发现间接影响社交媒体互动和寄生关系之间的联系。研究结果进一步揭示了社会化媒体互动和寄生关系能够预测来源的可信度, 从而提高品牌可信度和忠诚度。

本文是唯一一篇研究外国名人在社交媒体上推广电信产品和服务时如何建立寄生社会关系的研究。

The purpose of this study is to explore customer-artificial intelligence (AI) service technology engagement and relationship development drivers, as well as potential negative consequences in the context of social chatbots.

A sequential mixed-method approach combined exploratory qualitative and confirmatory quantitative analyses. A conceptual model developed from Study 1 qualitative content analysis of in-depth interviews with active users of the AI social chatbot Replika was tested in Study 2 by analyzing survey data obtained from current Replika users.

Loneliness, trust and chatbot personification drive consumer engagement with social chatbots, which fosters relationship development and has the potential to cause chatbot psychological dependence. Attachment to a social chatbot intensifies the positive role of engagement in relationship development with the chatbot.

This study was the first to combine qualitative and quantitative approaches to explore drivers, boundary conditions and consequences of relationship and dependence formation with social chatbots. The authors proposed and empirically tested a novel theoretical model that revealed an engagement-based mechanism of relationship and dependence formation with social chatbots.

Drawing on the resource-based view (RBV) and literature on relational embeddedness and network ties, we examine how personal relationships of international social entrepreneurs and accountability of social enterprises influence social value creation in cause-related marketing (CRM) of three UK-based international charities. The study also explores how personal relationships of international social entrepreneurs affect accountability of social entrepreneurship for social value creation of non-profit organizations in the UK context.

Our research aimed to inform international social entrepreneurship literature by exploring the impact of personal relationships on accountability and social value creation processes via cause-related marketing (CRM) practices using a case study method. The lack of clearly defined social value creation in social entrepreneurship, and somewhat intangible processes of relationally embedded ties, accountability, and their impact, the case study method is most suited for this study. In particular, inquiry-based investigation surrounding social value, embedded ties and accountability requires systematic and structured dissemination to capture latent constructs.

The findings show the importance of personal ties in the alignment of social mission with corporate social responsibility between UK-based international charities and commercial organizations across borders. In international social entrepreneurship, social value creation is facilitated by accountability of social goals while trust-based personal relationships assist access to commercial opportunities.

Further research could examine the role of trust in creating greater social value from an international social entrepreneurial perspective rather than from a solely non-profit social mission. It can also consider additional factors such as gender and cultural capital issues to investigate the role of personal relationships of international social entrepreneurs in the accountability and social value creation of non-profit organizations.

The need to fulfil social objectives, missions and obligations are central to the involvement of international social entrepreneurs in CRM activities with commercial organizations. Accountability through clear communications serves as the basis for brokering new ties or partnerships within the social relations of entrepreneurs, particularly weak ties rendering trust for third party endorsement and sharing of information. Although partnerships with commercial organizations may create social value in CRM, the reliance on personal relationships may expose international social entrepreneurs to unethical practice beyond immediate relationships and/or opportunistic behavior without formal contracting mechanisms. International social entrepreneurs must therefore match the core values of their social mission with potential partners in their CRM engagements.

The literature on international social entrepreneurship has not considered how social entrepreneurs' personal relationships at the individual level may impact accountability of social entrepreneurship for CRM and social value creation. This study builds on these studies by examining how individual level personal relationships of international social entrepreneurs with external stakeholders influence accountability of social entrepreneurship for CRM and social value creation at the organizational level. This study also builds on prior studies about entrepreneurial networks and network ties by examining the processes in which international social entrepreneurs use their personal relationships to access and utilize external resources for social value creation in CRM. Finally, this study contributes to previous research which provides limited insights into the international social entrepreneurship among organizations with reference to CRM where social value attributes are evaluated by embedded relational ties.

The purpose of this paper is to explore whether online communities meet their potential of providing environments in which social relationships can be readily established to help patients cope with their disease through social support. The paper aims to develop and test a model to examine antecedents of the formation of virtual relationships of cancer patients within virtual communities (VCs) as well as their effects in the form of social assistance.

Data were collected from members of virtual patient communities in the German‐speaking internet through an online survey to which 301 cancer patients responded. The data were analyzed with partial least square (PLS) structural equation modeling.

Virtual relationships for patients are established in VCs and play an important role in meeting patients' social needs. Important determinants for the formation of virtual relationships within virtual communities for patients are general internet usage intensity (active posting vs lurking) and the perceived disadvantages of CMC. The paper also found that virtual relationships have a strong effect on virtual support of patients; more than 61 per cent of the variance of perceived social assistance of cancer patients was explained by cancer‐related VCs. Emotional support and information exchange delivered through these virtual relationships may help patients to better cope with their illness.

In contrast to prior research, known determinants for the formation of virtual relationships (i.e. marital status, educational status, gender, and disease‐related factors such as the type of cancer as control variables, as well as general internet usage motives, and perceived advantages of CMC as direct determinants) played a weak role in this study of German cancer patients. Studies on other patient populations (i.e. patients with other acute illnesses in other cultures) are needed to see if results remain consistent.

Participants and administrators of patient VCs have different design criteria for the improvement of VCs for patients (e.g. concerning community management, personal behaviour and the usage of information in online communities). Once the social mechanisms taking place in online communities are better understood, the systematic redesign of online communities according to the needs of their users should be given priority.

Little research has been conducted examining the role of VCs for social relationships and social networks in general and for patients in particular. Antecedents and effects of virtual social relationships of patients have not been sufficiently theoretically or empirically researched to be better understood. This research combines various determinants and effects of virtual relationships from prior related research. These are integrated into a conceptual model and applied empirically to a new target group, i.e. VCs for patients.

Proactive personality is believed to relate to greater interpersonal helping and lower turnover intentions. Accrued social capital should play a mediating role in this relationship. This paper seeks to address these issues.

The authors used structural equation modeling to analyze the longitudinal data collected from 174 individuals at three points in time. Two dimensions of social capital, i.e. the resource dimension as indicated by information exchange and the relational dimension as indicated by trust relationships were specified.

After controlling for the Big Five personality dispositions, information exchange and then trust relationships sequentially mediated the relationship of proactive personality with helping and turnover intentions.

The research highlights the importance of understanding proactive personality through the social capital perspective. Multiple source data collection method is recommended for further validation of the results.

The research highlights the importance of recruiting individuals high on proactivity, and the importance of further developing and motivating these individuals by cultivating meaningful interactions and nurturing trustful relationships at work. Then, proactive employees would be more likely to engage in helping behavior and to stay with the company.

The paper takes the social capital approach in examining the outcomes of proactive personality. It reveals that resource‐ and relation‐related social capital constructs mediate, in sequence, the relationships of proactive personality with outcomes.

Nowadays, companies are seeking to create meaningful and long-term relationships with their customers. Therefore, the purpose of this paper is to examine the role of parasocial and social aspects of consumption in building trustworthy and loyal relationships in both offline and online services.

Two studies were conducted using the survey research method. The first study collected data from 285 soccer fans, and the second study collected data from 298 Facebook consumers.

The study confirms the proposed model and suggests that parasocial and social relationships act as significant antecedents of service brand loyalty in both offline and online services.

This is the first study that examines parasocial and social relationships in tandem and their role in developing loyal relationships with service brands. It also confirms that social relationships in a service setting play a significant role in predicting brand trust and loyalty.

To the extent that customer relationships with service providers provide value to service firms suggests that these relationships can be viewed as social capital. This paper seeks to use social capital as a theoretical framework to examine the effect of these relationships on customer loyalty.

Data were collected using an online survey of 342 adult consumers of services.

Results of structural equation modeling analyses indicate that social capital variables explain unique variance in customer responses. The effect of each of the three forms of social capital – structural, cognitive, and relational – are contingent on whether the service is personal (e.g. hairstylist, medical services) or non‐personal (e.g. mechanic, banker).

This research suggests that customer relationships can be viewed as social capital and that the form and content of such relationships are important in terms of influencing customer loyalty.

Managers can build “social capital” by focusing on its three forms – structural, cognitive, and relational social capital. The paper provides prescriptions for such relationship building activities. Such social capital translates into firm value/profits through customer loyalty.

This study uses a theoretical framework from research in social capital to help explain the value of customer relationships with individual service providers to the firm. The idea of social capital is compelling to service managers since it implies that investments in relationship building tactics have real results for firm profitability.

Recent scholarship has highlighted the complexity of buyer-seller relationships in emerging markets and called for a better understanding of the cultural norms shaping such relationships. This paper aims to draw on social capital theory to explore the role of networks and relational norms, such as wasta, in Arab culture on consumer relational behaviors. The Arab market constitutes a significant economy and social networks and relational norms are of significant value in Arab culture.

A qualitative approach was used to address the research questions. In-depth semi-structured interviews were conducted with 19 male and female consumers across Lebanon over a four-month period.

Social networks are heavily used in relational behaviors to achieve four types of goals, namely, self-serving goals, unity goals and equality goals and relationship maintenance goals. In fulfilling these goals consumers create economies of favors that aim at the using and maintenance of communal bonds.

This study was conducted in one geographical context. While Lebanon shares many of its characteristics with other Arab countries, future research should aim at exploring the influence of social networks in other Arab and emerging market contexts.

Consumers have different motivations between formal and informal markets. The research suggests that small sellers in highly embedded markets need to use their social networks and to make their stories authentic and known within their communities to facilitate emotional connections with consumers.

Emerging markets offer opportunities to extend our understanding of marketing theory and practice. This research provides a richer understanding of Arab consumers and suggests that wasta relationships play a role in consumptive decisions and not just in business negotiations. Wasta, as a cultural form of cultural capital, is heavily used in consumption as a coping mechanism to overcome market inefficiencies.

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).

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.

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.

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.

Digital humanities aim to use a digital-based revolutionary new way to carry out enhanced forms of humanities research more effectively and efficiently. This study develops a character social network relationship map tool (CSNRMT) that can semi-automatically assist digital humanists through human-computer interaction to more efficiently and accurately explore the character social network relationships from Chinese ancient texts for useful research findings.

With a counterbalanced design, semi-structured in-depth interview, and lag sequential analysis, a total of 21 research subjects participated in an experiment to examine the system effectiveness and technology acceptance of adopting the ancient book digital humanities research platform with and without the CSNRMT to interpret the characters and character social network relationships.

The experimental results reveal that the experimental group with the CSNRMT support appears higher system effectiveness on the interpretation of characters and character social network relationships than the control group without the CSNRMT, but does not achieve a statistically significant difference. Encouragingly, the experimental group with the CSNRMT support presents remarkably higher technology acceptance than the control group without the CSNRMT. Furthermore, use behaviors analyzed by lag sequential analysis reveal that the CSNRMT could assist digital humanists in the interpretation of character social network relationships. The results of the interview present positive opinions on the integration of system interface, smoothness of operation, and external search function.

Currently, the system effectiveness of exploring the character social network relationships from texts for useful research findings by using the CSNRMT developed in this study will be significantly affected by the accuracy of recognizing character names and character social network relationships from Chinese ancient texts. The developed CSNRMT will be more practical when the offered information about character names and character social network relationships is more accurate and broad.

This study develops an ancient book digital humanities research platform with an emerging CSNRMT that provides an easy-to-use real-time interaction interface to semi-automatically support digital humanists to perform digital humanities research with the need of exploring character social network relationships.

At present, a real-time social network analysis tool to provide a friendly interaction interface and effectively assist digital humanists in the digital humanities research with character social networks analysis is still lacked. This study thus presents the CSNRMT that can semi-automatically identify character names from Chinese ancient texts and provide an easy-to-use real-time interaction interface for supporting digital humanities research so that digital humanists could more efficiently and accurately establish character social network relationships from the analyzed texts to explore complicated character social networks relationship and find out useful research findings.