Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement

Balaban, Delia Cristina; Szambolics, Julia; Chirică, Mihai

doi:10.1016/j.actpsy.2022.103731

Cited by 29 publications

(23 citation statements)

References 66 publications

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“…Restoring the reputation thus achieved is difficult because the initial information is not deleted and is accessible to search engines. (Balaban & Szambolics, 2021) The media in search of sensationalism fully contributes to the scale of this phenomenon.…”

Section: Resultsmentioning

confidence: 99%

“…Research has shown that age negatively influences the desire to use new technologies and their subsequent use, even when controlling for education, occupation, or income. (Balaban & Szambolics, 2021) Also, age acts not only directly but also immediately on the process of adopting new technologies through factors such as social support (the support of others relevant) and other elements related to the relationship with others (perception of high social control). If in young adults the relationship between technology and age is mediated especially by the attitude towards technology, in the elderly the factors related to the social context are mediating variables.…”

Section: Resultsmentioning

confidence: 99%

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The Internet, Lifestyle and Society

Drăghici¹

2023

Proceedings of the 9th International Conference Education Facing Contemporary World Issues (Edu World 2022), 3-4 June, 2022, Un

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The digital revolution is not just a simple concept, it is a daily reality that involves and affects us all, and regardless of the country or continent we come from, whether we like it or not. The digital age brings opportunities that profoundly change people's lives. The various problems we face in society -especially those related to interactions with others (freedom, justice, etc.) -are not affected by the development of communication technologies and can be solved only in ways that do not enter their register. But the fact that every human being is connected has far-reaching implications. Through information networks, everyone has new job opportunities and can enhance their skills wherever they live. By combining information with genetic approaches, medicine becomes effectively "personalized." Education takes the form of more instrument-related forms, which make it possible in unconventional conditions. The equipment makes your apartment an electronic orchestra, and you become the conductor. Thanks to the widespread information, everyone's life is in a way at his disposal. From this point, however, the dangers begin. Users can give multiple identities, taking advantage of the chance to freely set up different email addresses. That being the case, the hidden people have already formed -who, in the anonymity of the Internet, distribute what they want -and, moreover, the black market of the news, which distributes allegations of virtual destruction of the virtual honour killing of people, as secret information is thrown on the market to expose or criminalize policies.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

The Internet, Lifestyle and Society

Drăghici¹

2023

Proceedings of the 9th International Conference Education Facing Contemporary World Issues (Edu World 2022), 3-4 June, 2022, Un

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“…Since studies have established the mediating function of the credibility of the influencer in purchase choices (Balaban et al, 2022;Reinikainen et al, 2020;Saima and Khan, 2020), it appears probable that the post credibility of an influencer might similarly affect online buy intention. Furthermore, a recent study has acknowledged the importance of influencer credibility as a mediator.…”

Section: Mediating Role Of Credibility Of the Postmentioning

confidence: 99%

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Khan,

Nabi

2024

JAMR

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PurposeThe purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.Design/methodology/approachThe data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.FindingsThe results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.Practical implicationsThe findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.Originality/valueUntil now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

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“…Die Ergebnisse legen nahe, dass Influencer:innen erfolgreich die Lebensmittelpräferenzen und -auswahl von Kindern und Jugendlichen beeinflussen können, indem sie mittels Empfehlungsmarketings Lebensmittel in ihren sozialen Medien anpreisen [ 42 ].…”

Section: Digitale Medienzeit Lebensmittelmarketing Und Das Ernährungs...unclassified

Wirkungen digitaler Medien auf die Gesundheit von Kindern und Jugendlichen mit Schwerpunkt auf dem Verzehr ungesunder Lebensmittel

Hebestreit,

Sina

2024

Bundesgesundheitsbl

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ZusammenfassungDie Medienzeiten von Kindern und Jugendlichen haben seit 2019 zugenommen. Längere Zeiten, die z. B. mit Medien-Multitasking verbracht werden, werden zunehmend als Einflussfaktor auf die Gesundheit diskutiert. In dieser narrativen Übersichtsarbeit wird die Bedeutung der Nutzungsdauer für die Entstehung von Adipositas und metabolischen Gesundheitsendpunkten bei Kindern und Jugendlichen beleuchtet und Zusammenhänge mit dem Verzehr von ungesunden Lebensmitteln, z. B. durch eine erhöhte Exposition gegenüber Medien-Lebensmittelmarketing, vertiefend besprochen.Lange Nutzungszeiten scheinen positiv mit Geschmackspräferenzen für süß, fettig und salzig sowie mit einer erhöhten Snack- und Energiezufuhr assoziiert zu sein. Langfristig stehen zunehmende Medienzeiten überdies mit einem erhöhten Risiko für das metabolische Syndrom und seine Einzelkomponenten in Beziehung. Ein besonderer Nutzen sozialer Medien für die Förderung von körperlicher Aktivität und gesunder Ernährung liegt in der erleichterten Einbeziehung sonst schwer erreichbarer Gruppen. Soziale Medien können ferner die soziale Unterstützung durch Gleichaltrige vereinfachen und so das Wohlbefinden junger Nutzer:innen positiv beeinflussen.Insbesondere vor dem Hintergrund der noch nicht vollständig entwickelten kognitiven Fähigkeiten von Kindern und Jugendlichen werden im Artikel Handlungsoptionen zum Schutz junger Nutzer:innen angesprochen. Die Exposition gegenüber bestimmten Medieninhalten scheint negative Auswirkungen auf die Nahrungsmittelauswahl und das Essverhalten von jungen Nutzer:innen zu haben. Dadurch wird der Appell gestützt, digitale Werbung für Lebensmittel und Getränke, die sich an Kinder und Jugendliche richtet und die nicht den WHO-Kriterien für kindergerechte Lebensmittel entspricht, in diesen Medien stark einzuschränken.

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Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement

Cited by 29 publications

References 66 publications

The Internet, Lifestyle and Society

The Internet, Lifestyle and Society

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Wirkungen digitaler Medien auf die Gesundheit von Kindern und Jugendlichen mit Schwerpunkt auf dem Verzehr ungesunder Lebensmittel

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