6533b834fe1ef96bd129d647

RESEARCH PRODUCT

‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

Vilma Luoma-ahoDevdeep MaityJuha MunnukkaHanna Reinikainen

subject

Strategy and Managementsosiaalinen mediaSisterinfluencer marketingcredibilityvaikuttajaviestintävaikuttajamarkkinointi0502 economics and businessCredibilitySocial mediaaudience commentsbrand trustdigitaalinen markkinointihealth care economics and organizationsMarketingpurchase intentionsocial media influencersostokäyttäytyminen05 social sciencesAdvertisingInfluencer marketingbränditsomevaikuttajatluottamusBrand trustparasosiaalinen markkinointi050211 marketingPsychology050203 business & managementparasocial relationship

description

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed

yearjournalcountryeditionlanguage
2020-01-09Journal of Marketing Management
https://doi.org/10.1080/0267257x.2019.1708781