Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships
| Autor: | Ruo-Hao Hong, Bo-Chiuan Su, Li-Wei Wu, Yevvon-Yi-Chi Chang |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Environmental effects of industries and plants
Renewable Energy Sustainability and the Environment Geography Planning and Development TJ807-830 Perceived credibility Management Monitoring Policy and Law TD194-195 Affect (psychology) Social attraction Attraction Renewable energy sources Influencer marketing Interpersonal attraction Environmental sciences GE1-350 Social media Continuance social commerce Psychology Social psychology parasocial relationship online comments |
| Zdroj: | Sustainability Volume 13 Issue 19 Sustainability, Vol 13, Iss 10919, p 10919 (2021) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su131910919 |
| Popis: | Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between influencers and audiences on social media, and how such parasocial relationships, in turn, affect audiences’ continuance intention. Interpersonal attraction contains three dimensions: task attraction, social attraction, and physical attraction. The results indicated that the three dimensions of interpersonal attraction significantly affected PSRs. The results also showed that informational influence and perceived credibility strengthened the relationship between PSRs and purchase intentions. Moreover, online comments positively moderated the effect of PSRs on informational influence and perceived credibility. The implications and suggestions for future research are also discussed. |
| Databáze: | OpenAIRE |
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