Search results for "Parasocial interaction"
showing 5 items of 5 documents
Facebook brand community bonding: The direct and moderating effect of value creation behaviour
2019
Abstract The present research deepens in the understanding of brand bonding in Facebook brand communities, drawing on value creation behaviours, the parasocial interaction paradigm and the attachment theory. Building up on these theories, our proposed conceptual model posits a direct relationship between value creation behaviour and brand community bonding, resulting from users’ interactions with other community members. The study also examines the moderating role of value co-creation behaviour on community members’ predispositions to develop emotionally based relationships with brands. The sample of the study consisted of 370 followers of brand Facebook pages and the model was assessed usi…
Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness
2021
Abstract This research explores the creation of relational worth in an online social community through the lens of social capital theory. Virtual structural embeddedness and relational embeddedness as dimensions of social capital are assessed through the concepts of media dependency and parasocial interaction. Both constructs are regarded as antecedents of relational worth in online social communities, which develops through their users’ self-connection to the community. To test the proposed conceptual model an analysis was undertaken of data from 370 personal interviews with online social community users. The results showed that structural and relational embeddedness are both associated wi…
The Influence of Place Attachment, Ad-Evoked Positive Affect, and Motivation on Intention to Visit: Imagination Proclivity as a Moderator
2019
Integrating the theoretical foundations of symbolic interactionism, parasocial interaction, direct affect transfer, push and pull motivational framework, and narrative transportation, this study investigates the determinants of tourists’ intention to visit a destination using Heidi, a famous literary and television series persona, as a stimulus. Place attachment, ad-evoked positive affect, and motivation were theorized as antecedents of intention to visit and imagination proclivity as a moderator. The model was tested using data collected from 410 prospective Spanish tourists. Results show motivation and place attachment as key determinants of intention to visit among individuals with high…
The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour
2011
Nowadays, television media has evolved into an important channel of direct selling that brands and advertisers are exploiting. Many technological changes (e.g., digital television appearance or the integration of Internet in the TV medium and mobile technology) have increasingly led to consumers see television as a channel for purchasing products and services and as a source of information (Beyer et al., 2007). However, researchers have put little interest on teleshopping, one of the consumer behaviour phenomena.
Making and breaking relationships on social media: the impacts of brand and influencer betrayals
2021
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purc…