Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA

Aw, Eugene Cheng-Xi; Tan, Garry Wei‐Han; Chuah, Stephanie Hui-Wen; Ooi, Keng‐Boon; Hajli, Nick

doi:10.1108/itp-07-2021-0548

Cited by 60 publications

(39 citation statements)

References 113 publications

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“…The literature outlined the importance of a cost–benefit perspective in understanding cryptocurrency adoption. Nonetheless, adopting a disruptive technology, such as cryptocurrency, requires a more comprehensive consideration that encompasses personal and external environmental factors (Aw et al , 2023a; Chuah et al , 2021). Unfortunately, the current literature did not facilitate an adequate understanding of this area.…”

Section: Literature Reviewmentioning

confidence: 99%

Cryptocurrencies have arrived, but are we ready? Unveiling cryptocurrency adoption recipes through an SEM-fsQCA approach

Sham

Abdamia

et al. 2023

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Purpose The purpose of this study is to investigate consumers’ cryptocurrency adoption through the unified theory of acceptance and use of technology (UTAUT) and complexity theory. Design/methodology/approach By using a purposive sampling method, a configurational model was developed and a questionnaire-based survey was conducted to gather responses from a Malaysian sample. A total of 223 responses were obtained. Partial least square structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) were adopted to analyze the data. Findings The PLS-SEM indicated that performance expectancy, effort expectancy, social influence and affinity for technology interaction were positive cryptocurrency adoption predictors, whereas regulation was a negative predictor. Based on the fsQCA, cryptocurrency adoption could be explained by six configurational paths, which comprised combinations of the proposed causal conditions: the UTAUT factors (performance expectancy, effort expectancy, facilitating condition and social influence), environmental factor (regulation) and individual factors (financial knowledge and affinity for technology interaction). Research limitations/implications This study offers contributions to the theoretical body of knowledge by articulating the relevance of extended UTAUT and extending the established UTAUT model by integrating external environment and personal factors, also showing the linear and nonlinear interplays of performance expectancy, effort expectancy, facilitating conditions, social influence, regulation, financial knowledge and affinity for technology interaction. Practical implications The findings facilitated practitioners’ (cryptocurrency brokers, governments and businesses) fostering of cryptocurrency adoption through the joint consideration of different factors. The factors spanned technological attributes and individual characteristics to regulation. Practitioners should acknowledge that different combinations of the aforementioned antecedents can be equally effective to increase cryptocurrency adoption. The findings suggested that these causal conditions should be considered holistically and that there is no best predictor. Social implications In social terms, the research is expected to contribute to the dissemination of cryptocurrencies and help governments and central banks to develop, regulate and supervise digital currencies, as well as in the implementation of a digital currency ecosystem aligned with sustainable development goals. Economically, the results might foster a high cryptocurrency adoption rate and stimulate crypto-token-based business models and investment opportunities that present new means of revenue generation at individual, organizational and national levels. Originality/value This study offers unique perspectives for the body of knowledge and practice in the cryptocurrency domain, using both symmetric and asymmetric methodologies, by delineating the configurational logic involving technological capabilities, social influences, regulation and individual characteristics in facilitating more efficacious dissemination of cryptocurrencies.

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Section: Literature Reviewmentioning

confidence: 99%

Cryptocurrencies have arrived, but are we ready? Unveiling cryptocurrency adoption recipes through an SEM-fsQCA approach

Sham

Abdamia

et al. 2023

Self Cite

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“…A survey found that social media content attributes of prestige and expertise and interaction strategies of interactivity and self-disclosure had a positive impact on parasocial relationship. Parasocial relationship had a positive impact on purchase intention (Aw et al , 2022). One experimental study showed that if young online influencers on Instagram disclose that their social media feeds are sponsored or contain advertising messages from brands, the level of advertising recognition and brand recall is higher than without clear disclosure (Boerman, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

How influencers’ social media posts have an influence on audience engagement among young consumers

Fan

Chan

Wang

et al. 2023

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Purpose Online influencers are increasingly used by brands around the globe to establish brand communication. This study aims to investigate the characteristics of social media content in terms of presentation style and brand communication among online influencers in China. The authors identified how characteristics of social media posts influence young consumers’ engagement with the posts. Design/methodology/approach The authors analyzed 1,779 posts from the Sina Weibo accounts of ten top-ranked online influencers by combining traditional content analysis with Web data crawling of audience engagement with social media posts. Findings Online influencers in China more frequently used photos than videos to communicate with their social media audience. Altogether 8% and 6% of posts carried information about promotion and event, respectively. Posts with promotional incentives as well as event information were more likely to engage audiences. Altogether 22% of the sampled social media posts mentioned brands. Posts with brand information, however, were less likely to engage audiences. Furthermore, having long text is more effective than photos/images in generating likes from social media audiences. Originality/value Combining content analysis of social media posts and engagement analytics obtained via Web data crawling, this study is, to the best of the authors’ knowledge, one of the first empirical studies to analyze influencer marketing and young consumers’ reactions to social media in China.

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“…The theory has been widely applied to different consumer behavior contexts, such as retailing (Chang, Eckman, and Yan 2011), e-marketing (Kamboj et al 2018), hospitality marketing (Emir et al 2016), and tourism marketing (Rajaguru 2014). In the past decade, the S-O-R model has been widely used in influencer marketing studies to measure the impact of online influencers as stimuli of affective organisms and subsequent behavioral responses (Aw et al 2023; Gamage and Ashill 2023; Ingrassia et al 2022; Lee and Chen 2021; Lin et al 2022; Seçilmiş, Özdemir, and Kılıç 2022; Zhou et al 2021). In Table 1, we summarize some recent studies using the S-O-R model in online influencer marketing settings to illustrate why we chose to use this model to study influencers’ impact on impulsive behavior in live streaming e-commerce.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Lee¹,

Wan²

2023

Journal of Interactive Marketing

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Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and channel factors of mukbang live streaming on consumers’ perceived value and subsequent impulse purchase and food consumption behavior. Study 1, an experiment with 216 participants, reveals that a non–autonomous sensory meridian response (non-ASMR) video in which the mukbanger talks to viewers while eating regular (i.e., nonjunk) food is more influential in enhancing the video's perceived value and increasing impulse purchase and consumption. Study 2, with 624 participants, introduces influencer factors into the experiment. It shows that a credible and parasocial influencer significantly affects consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, which excludes the content factors fully mediated by influencer factors, examines the impact of the live streaming influencer and the shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents finds that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhance consumers’ perceived value, leading to impulse purchase and overconsumption. The authors provide theoretical and practical implications to enrich future research and responsible business practices in online food marketing.

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Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA

Cited by 60 publications

References 113 publications

Cryptocurrencies have arrived, but are we ready? Unveiling cryptocurrency adoption recipes through an SEM-fsQCA approach

Cryptocurrencies have arrived, but are we ready? Unveiling cryptocurrency adoption recipes through an SEM-fsQCA approach

How influencers’ social media posts have an influence on audience engagement among young consumers

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

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