The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses

Burnasheva, Regina; Suh, Yong Gu

doi:10.1080/13527266.2020.1862894

Cited by 24 publications

(13 citation statements)

References 76 publications

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“…Many studies have determined that PSR generates source trustworthiness and expertise, which further increases the evaluation of the endorsement (Breves et al, 2021), brand JRIM 17,2 attitudes, brand affection, the self-brand connection associated with PI and PI directly (Burnasheva and Suh, 2020;Munnukka et al, 2019;Muda and Hamzah, 2021). One study examined the prediction effects of expertise and trustworthiness on the strength of PSR and revealed insignificant results that the influencer being an expert and trustworthy does not cultivate PSR (Yuan et al, 2016).…”

Section: The Mediation Role Of Influencer Credibility (Ic)mentioning

confidence: 99%

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

Zhang

2022

JRIM

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PurposeInfluencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).Design/methodology/approachThe researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling.FindingsThe researchers revealed a sequential mediation model that IC and PAT mediate the association between PSR and PI. Individuals who perceived IC to be low were more likely to buy an endorsed product when their self-esteem got lower. When their self-esteem is low, individuals tend to purchase the endorsed products if they have stronger PSR with the influencers. However, they are less likely to buy the endorsed products when their self-esteem gets higher.Originality/valueThe study expands the dimensions of IC. The persuasive power of IC and influencer-user relationship was affected by individual differences, namely, self-esteem. Brands should pay attention to customers' personalities, motivations and preferences when designing strategies to market their products via social media.

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Section: The Mediation Role Of Influencer Credibility (Ic)mentioning

confidence: 99%

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

Zhang

2022

JRIM

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“…The celebrity with high credibility captures consumers' attention by enhancing their evaluation process and purchasing intentions. Therefore, drawing on the increasing role of celebrity characteristics, the study states that celebrity credibility fundamentally connects the consumer with the brand, driving their purchase intentions (Burnasheva and Suh, 2022;Sarfraz et al, 2022b). Moreover, the literature indicates that the celebrity in the advertisement strengthens the individual purchasing intention.…”

Section: The Credibility Of Celebrity Impulse Buying Tendency and Pur...mentioning

confidence: 98%

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Liu

2022

Front. Psychol.

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Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity branding. The study signifies the relationship between celebrity’s traits of trustworthiness, attractiveness, credibility, and expertise influence consumers’ impulse behavior. The data was collected from the 371 customers of the fast fashion industry by using the convenient-sampling technique. SMART-PLS was used for data analysis by applying structural equation modeling. The study results show that celebrity trustworthiness, the attractiveness of a celebrity endorser, the credibility of a celebrity endorser, and celebrity expertise positively impact purchase intention and impulse buying tendency. Purchase intention plays a mediating role between independent and dependent variables.

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“…So, retailers consider Gen Z consumers’ feelings that will guide their purchase decisions (Dabija et al, 2019). Apart from directly impacting purchase intention, emotional attachment also mediates the relationship between the credibility of the celebrity endorser and intention to purchase (Burnasheva & Suh, 2022). Thus, we assume that emotional attachment can also mediate the relationship between MCI’s and VI’s credibility and purchase intention.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media

Chiu

2023

Sage Open

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Social media advertising strategies, including using traditional celebrity endorsers and micro-celebrity influencers, are prevalent marketing tools. However, the trend of using virtual influencers to endorse products is a novel potential way to attract young consumers. This present study aims to analyze the influence of the three types of endorsers (traditional celebrity, micro-celebrity, and virtual influencers) source credibility (i.e., physical attractiveness, expertise, and trustworthiness) on the purchase intention of the Chinese Generation Z, under varying levels of product involvement, through the mediating effect of emotional attachment. The Hayes Process Macro was used as a statistical analysis tool for our research propositions. Overall, our findings highlight the effectiveness of attachment theory in social media endorsement advertisements. Furthermore, these findings can guide marketers, who desire to respond to the purchase trends of Generation Z, to adjust their marketing strategies accordingly.

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The moderating role of parasocial relationships in the associations between celebrity endorser’s credibility and emotion-based responses

Cited by 24 publications

References 76 publications

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention

Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media

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