'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). 'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3-4), 279-298. https://doi.org/10.1080/0267257X.2019.1708781
Published in
Journal of Marketing ManagementDate
2020Discipline
MarkkinointiDigitaalinen liiketoiminta ja talous (painoala)Digital marketing and CommunicationViestinnän johtaminenBasic or discovery scholarshipMarketingDigital Business and Economy (focus area)Digital marketing and CommunicationCorporate CommunicationBasic or discovery scholarshipCopyright
© 2020 Westburn Publishers Ltd.
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.
Publisher
Taylor & FrancisISSN Search the Publication Forum
0267-257XKeywords
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/33906356
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- Kauppakorkeakoulu [1355]
Related funder(s)
Research Council of FinlandFunding program(s)
Academy Programme, AoFAdditional information about funding
#Agents - Young People?s Ambivalent Agency in Social Media (#agents) Luoma-aho, Vilma - School of Business and Economics, Academy of Finland (320373), 01/01/2019-31/12/2022License
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