Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers

Breves, Priska; Amrehn, J.; Heidenreich, Anna; Liebers, Nicole; Schramm, Holger

doi:10.1080/02650487.2021.1881237

Cited by 122 publications

(94 citation statements)

References 50 publications

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“…Defined as a unilateral relationship that a media audience developed for a media character [30][31][32], the parasocial relationship between the SMI and the follower is developed through their everyday online interactions, culminating trust for the SMI and reliance on the SMI as a credible information source that influences followers' consumption decision-making [11,13,31]. Recently, the concept of parasocial relationship on social media between the SMI and their followers have been examined [3,8,29,33]. Shan et al [33] have suggested that perceived image congruence between the SMI and the consumer as the initiation of the parasocial relationship.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

“…Existing SMI literature in tourism has examined the effectiveness of SMI marketing on destination image and travel intention with the application of various concepts such as self-congruity and source credibility [6,7]. Unlike celebrity endorsers, SMIs produce entertaining and informative content woven with their personalities and preferences, building a strong parasocial relationship with their followers, which exert an influence on their audience's decision making [3,6,8]. Yet, most studies on influencer marketing have focused on the attributes of the SMI based on source credibility [3,6,8], or evaluated the campaign as a whole [7,9].…”

Section: Introductionmentioning

confidence: 99%

“…Unlike celebrity endorsers, SMIs produce entertaining and informative content woven with their personalities and preferences, building a strong parasocial relationship with their followers, which exert an influence on their audience's decision making [3,6,8]. Yet, most studies on influencer marketing have focused on the attributes of the SMI based on source credibility [3,6,8], or evaluated the campaign as a whole [7,9]. There is a research gap with regards to the content (i.e.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

Ong

Sun

Ito

2022

Information and Communication Technologies in Tourism 2022

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The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

Ong

Sun

Ito

2022

Information and Communication Technologies in Tourism 2022

View full text Add to dashboard Cite

show abstract

“…Additionally, exploring the process of relationship construction between influencers and consumers by introducing communication theories, such as para-social interaction and para-social relationships, is an important research question [99][100][101]. The issue of trust between consumers and influencers is another important research direction in consumer advice networks [19,31,102]. Consumer identification with communities [103,104], mechanisms of cooperation between companies and opinion leaders in the community, and companies' management strategies for the community are also urgent future research questions [105].These are the key issues that affect the sustainability of consumer advice communities.…”

Section: Future Directionsmentioning

confidence: 99%

The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community

Kong

et al. 2021

Sustainability

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Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and hotel industries in which experiential products are sold. However, based on the content community, maintaining the sustainable development of a consumer advice network composed of opinion leaders and consumers is a major challenge. This paper selects the travel content community of Qunar.com as the research object to study the role of opinion leaders in the sustainable development of corporate-led consumer advice networks (CANs). Empirical evidence based on network evolution data from 1356 “Hotel Sleep Testers” across 11 years shows that: (1) the creation and provision of information can obviously increase the probability of the relationship construction and increase the number of relationships, thus facilitating the formation of opinion leadership (OL); (2) active participation in interactions and withhigh-quality information brings greater effects; (3) the network structure variables, such as preferential attachment, structural equivalence, and similarity, can also better predict the probability of a potential relationship; and (4) reciprocity in consumer advice networks has no significant impact on the establishment of network relationships.

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“…For example, unlike the strong social relationships constructed between acquaintance social networks, social commerce networks are mainly para-social relationships constructed between strangers [100], and exploring the process of relationship construction between influencers and consumers by introducing communication theories such as para-social interaction and para-social relationships is an important research question [101][102][103]. The issue of trust between consumers and influencers is another important research direction [104,105].…”

Section: Research Limitations and Future Directionsmentioning

confidence: 99%

The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO

Shi

et al. 2021

IJERPH

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Why does the continued use of social commerce platforms fail to promote consumer wellbeing? This study explores the roles of influencers, informational incentives and fear of missing out (FoMO) in the relationships between social commerce platform use and consumer mental health. Data were obtained through questionnaires, as well as constructing a research model. Statistical analysis and path analysis of the structural equation model were performed by the software IBM SPSS and AMOS, and the following results were obtained. (1) Influencer expertise and interactivity, informational incentives and FoMO have a significant impact on consumers’ continued use of social commerce platforms. (2) Materialism has no significant effect on consumer social commerce platform use. (3) FoMO mediates the relationships between informational incentives and continued use of social commerce platforms. (4) Consumers’ continuous use of social commerce platforms has a strong relationship with mental health. (5) Continued use of social commerce platforms can lead to intense social engagement, as well as more severe outcomes such as psychological anxiety and compulsive buying. The findings of the paper have important implications for the development of social business theory and management practice.

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Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers

Cited by 122 publications

References 50 publications

Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns

The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community

The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO

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