Search results for "parasocial"
showing 10 items of 19 documents
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…
How listening to music and engagement with other media provide a sense of belonging: An exploratory study of social surrogacy
2020
The social surrogacy hypothesis holds that people resort to temporary substitutes, so-called social surrogates, if direct social interaction is not possible. In this exploratory study, we investigate social motives for listening to music in comparison to watching TV and reading fiction. Thirty statements about possible social reasons for the engagement with media were compiled. After 374 participants had rated their agreement with those statements, they were reduced to seven categories: Company, Shared experiences, Understanding others, Reminiscence, Isolation, Group identity, and Culture. The results propose that music is used as temporary substitute for social interaction alongside TV pr…
Influencia de los Travel Vloggers en la formación de la imagen de destino y en el comportamiento del turista
2019
El tema de investigación del estudio gira en torno a las nuevas fuentes de formación de la imagen de destinos turísticos que han aparecido como consecuencia de la naturaleza mediática actual. El entorno social media ha irrumpido como una fuente de información autónoma y orgánica, donde los influencers digitales han adquirido una gran importancia, con el apoyo de plataformas como Youtube que facilitan la creación de contenido y su difusión entre todo tipo de usuarios. En concreto, se analiza cómo la figura del denominado travel vlogger influye sobre la imagen de los destinos turísticos y qué factores condicionan dicha influencia. Para ello, se toman como referencia teorías de comportamiento …
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…
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
2022
Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and atti…
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…
Clausole penali e patti parasociali tra tipicità della funzione sanzionatoria ed effettività della tutela
2012
Il saggio affronta l’eterno problema rappresentato dall’efficacia obbligatoria dei patti parasociali, e cioè di evitare il rischio di inadempimento da parte di coloro che eventualmente si trovassero in minoranza in seno al sindacato, nonché, nell’ipotesi in cui l’inadempimento si verificasse, di garantire un piú rapido ed efficace ristoro delle ragioni della parte adempiente. In tema di patti parasociali, la difficoltà maggiormente riscontrata nella pratica degli affari è stata quella di individuare rimedi che, in alternativa a quelli di carattere meramente risarcitorio, fossero idonei a garantire, in modo effettivo, il rispetto dei patti convenuti. La natura infungibile delle prestazioni (…
Commento agli artt. 2341 bis - 2341 ter
2016
Commento agli artt. 2341 bis - 2341 ter del codice civile, recanti la disciplina dei patti parasociali nelle s.p.a.
I sindacati di gestione nelle società di capitali
Il lavoro intende ricostruire i tratti salienti del “fenomeno” dei sindacati di gestione nelle società di capitali, al fine di verificarne limiti di ammissibilità e ampiezza di spazi applicativi nel diritto italiano, anche mediante la comparazione con alcune tra le principali esperienze straniere di civil law e di common law. La tesi propone una valutazione dei sindacati di gestione alternativa a quella prevalente, che si appunta sull’alternativa binaria tra validità e invalidità dei patti, senza tenere conto della molteplicità delle esperienze attuative. The work analyses the most important characteristics of shareholders’ management agreements (“sindacati di gestione”) in limited liabilit…
‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
2020
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