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

Copyright Owner and License

Authors

Additional URL

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

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