Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement
The purpose of this study was to explore the underlying mechanisms through which the use of socialmedia affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model andempirically tested the model using online survey data collected from 400 Korean Wave fans inSingapore. The results showed that consumers’ parasocial interactions with celebrities though socialmedia have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocialrelationships mediated the relationships between social media interactions and sourcetrustworthiness, (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 topurchase intention. Implications for research and practice are discussed.
Celebrity Endorsement, Social Media, Marketing, Parasocial Relationships, Brand Endorser, Korean Wave fans, Singapore
Marketing | Social Media
Psychology and Marketing
Wiley: 24 months
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. Research Collection Lee Kong Chian School of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research_all/7
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