Publication Type
Journal Article
Version
acceptedVersion
Publication Date
4-2017
Abstract
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and (3) source trustworthiness had a positive effect on brand credibility, which, in turn, led to purchase intention. Implications for research and practice are discussed.
Keywords
Celebrity Endorsement, Social Media, Marketing, Parasocial Relationships, Brand Endorser, Korean Wave fans, Singapore
Discipline
Asian Studies | Marketing | Social Media
Research Areas
Marketing
Publication
Psychology and Marketing
Volume
34
Issue
4
First Page
481
Last Page
495
ISSN
0742-6046
Identifier
10.1002/mar.21001
Publisher
Wiley: 24 months
Citation
CHUNG, Siyoung and CHO, Hichang.
Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. (2017). Psychology and Marketing. 34, (4), 481-495.
Available at: https://ink.library.smu.edu.sg/lkcsb_research_all/7
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1002/mar.21001