Title

Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement

Publication Type

Journal Article

Publication Date

4-2017

Abstract

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.

Keywords

Celebrity Endorsement, Social Media, Marketing, Parasocial Relationships, Brand Endorser, Korean Wave fans, Singapore

Discipline

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

Additional URL

http://doi.org/10.1002/mar.21001

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