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Psychology and Marketing· 2017Q1

Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement

Siyoung Chung, Hichang Cho

Short summary

Consumers' parasocial interactions with celebrities via social media positively impact celebrity endorsement effectiveness, mediated by self-disclosure and source trustworthiness.

AI-generated from the title and abstract; the full text is not read.

Key points

  • Social media interactions positively impact celebrity endorsement effectiveness.
  • Parasocial relationships mediate the link between social media interactions and source trustworthiness.
  • Self-disclosure is a key mechanism driving parasocial relationships via social media.
  • Source trustworthiness positively affects brand credibility, leading to purchase intention.

AI-generated from the title and abstract; the full text is not read.

Abstract

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.

The authors' abstract, as published at the source. Psychology and Marketing, 2017 · DOI ↗

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