Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach

被引:35
作者
Bhattacharya, Arijit [1 ]
机构
[1] IBS Mumbai, Mumbai, Maharashtra, India
关键词
Parasocial interaction; SEM; social media influencer; PHYSICAL ATTRACTIVENESS; CELEBRITY ENDORSEMENT; MATCH-UP; EXPERTISE; IDENTIFICATION; COMMUNICATION; PURCHASE; GENDER; CREDIBILITY; INTIMACY;
D O I
10.1080/15332861.2022.2049112
中图分类号
F [经济];
学科分类号
02 ;
摘要
Social media influencer-based marketing has caught the attention of brands as a new communication channel to influence target customers. During the interaction between influencer and followers, the latter display parasocial interaction (PSI)-a one-sided emotional attachment style of the followers to the influencer which may influence profitable marketing outcomes. In this context, this study aims to hypothesize and empirically test a conceptual model of PSI with antecedents, outcomes, and the moderating role of gender using a structural modeling approach. Findings of the study, in general, support the extant literature; however, the role of gender produces a contrary result. The research contributes to knowledge creation in PSI in the social media domain. Research implications for both academicians and managers along with limitations and future directions are discussed.
引用
收藏
页码:272 / 292
页数:21
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