'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
| dc.contributor.author | Reinikainen, Hanna | |
| dc.contributor.author | Munnukka, Juha | |
| dc.contributor.author | Maity, Devdeep | |
| dc.contributor.author | Luoma-aho, Vilma | |
| dc.date.accessioned | 2020-01-14T11:04:54Z | |
| dc.date.available | 2020-01-14T11:04:54Z | |
| dc.date.issued | 2020 | |
| dc.identifier.citation | 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. <i>Journal of Marketing Management</i>, <i>36</i>(3-4), 279-298. <a href="https://doi.org/10.1080/0267257X.2019.1708781" target="_blank">https://doi.org/10.1080/0267257X.2019.1708781</a> | |
| dc.identifier.other | CONVID_33906356 | |
| dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/67273 | |
| dc.description.abstract | 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. | en |
| dc.format.mimetype | application/pdf | |
| dc.language | eng | |
| dc.language.iso | eng | |
| dc.publisher | Taylor & Francis | |
| dc.relation.ispartofseries | Journal of Marketing Management | |
| dc.rights | In Copyright | |
| dc.subject.other | vaikuttajaviestintä | |
| dc.subject.other | parasosiaalinen markkinointi | |
| dc.subject.other | influencer marketing | |
| dc.subject.other | social media influencers | |
| dc.subject.other | parasocial relationship | |
| dc.subject.other | audience comments | |
| dc.subject.other | credibility | |
| dc.subject.other | brand trust | |
| dc.subject.other | purchase intention | |
| dc.title | 'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing | |
| dc.type | research article | |
| dc.identifier.urn | URN:NBN:fi:jyu-202001141226 | |
| dc.contributor.laitos | Kauppakorkeakoulu | fi |
| dc.contributor.laitos | School of Business and Economics | en |
| dc.contributor.oppiaine | Markkinointi | fi |
| dc.contributor.oppiaine | Digitaalinen liiketoiminta ja talous (painoala) | fi |
| dc.contributor.oppiaine | Digital marketing and Communication | fi |
| dc.contributor.oppiaine | Viestinnän johtaminen | fi |
| dc.contributor.oppiaine | Basic or discovery scholarship | fi |
| dc.contributor.oppiaine | Marketing | en |
| dc.contributor.oppiaine | Digital Business and Economy (focus area) | en |
| dc.contributor.oppiaine | Digital marketing and Communication | en |
| dc.contributor.oppiaine | Corporate Communication | en |
| dc.contributor.oppiaine | Basic or discovery scholarship | en |
| dc.type.uri | http://purl.org/eprint/type/JournalArticle | |
| dc.type.coar | http://purl.org/coar/resource_type/c_2df8fbb1 | |
| dc.description.reviewstatus | peerReviewed | |
| dc.format.pagerange | 279-298 | |
| dc.relation.issn | 0267-257X | |
| dc.relation.numberinseries | 3-4 | |
| dc.relation.volume | 36 | |
| dc.type.version | acceptedVersion | |
| dc.rights.copyright | © 2020 Westburn Publishers Ltd. | |
| dc.rights.accesslevel | openAccess | fi |
| dc.type.publication | article | |
| dc.relation.grantnumber | 320373 | |
| dc.subject.yso | ostokäyttäytyminen | |
| dc.subject.yso | sosiaalinen media | |
| dc.subject.yso | luottamus | |
| dc.subject.yso | somevaikuttajat | |
| dc.subject.yso | vaikuttajamarkkinointi | |
| dc.subject.yso | digitaalinen markkinointi | |
| dc.subject.yso | brändit | |
| dc.format.content | fulltext | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p8573 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p20774 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p1725 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p39307 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p39096 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p23942 | |
| jyx.subject.uri | http://www.yso.fi/onto/yso/p23851 | |
| dc.rights.url | http://rightsstatements.org/page/InC/1.0/?language=en | |
| dc.relation.doi | 10.1080/0267257X.2019.1708781 | |
| dc.relation.funder | Research Council of Finland | en |
| dc.relation.funder | Suomen Akatemia | fi |
| jyx.fundingprogram | Academy Programme, AoF | en |
| jyx.fundingprogram | Akatemiaohjelma, SA | fi |
| jyx.fundinginformation | #Agents - Young People?s Ambivalent Agency in Social Media (#agents) Luoma-aho, Vilma - School of Business and Economics, Academy of Finland (320373), 01/01/2019-31/12/2022 | |
| dc.type.okm | A1 |
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