影响力营销
可靠性
来源可信度
社会化媒体
广告
心理学
吸引力
人际交往
产品(数学)
社会心理学
业务
营销
关系营销
计算机科学
政治学
几何学
万维网
市场营销管理
法学
数学
精神分析
标识
DOI:10.1080/15252019.2020.1769514
摘要
Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corporations and brands. Based on the literature of source credibility and communication justice, this study investigated the determinants of the parasocial relationship between social media influencers and their followers, as well as their effects on followers’ interests in the products advertised by influencers. The results of an online survey showed that followers’ perceived attractiveness of influencers, similarity to influencers, procedural fairness, and interpersonal fairness of their interactions with influencers are positively related to the strength of their parasocial relationship with influencers, which further mediates the effect of the aforementioned factors on followers’ interests in influencer-promoted products. The findings of this study explicate the mechanism through which influencers foster relationships with followers and also provide practitioners with insights on orchestrating strategic influencer campaigns.
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