Effects of Parasocial Interaction with an Instafamous Influencer on Brand Attitudes and Purchase Intentions
Keywords:
Brand Attitude, Opinion Leadership, Parasocial Interaction, Source Attractiveness, Source Expertise, Source TrustworthinessAbstract
Social media influencers are often seen as independent third-party endorsers who can utilize their blogs, tweets and other type of social media tools to influence the attitudes of their readers and followers. This study tested a model that assesses the effectiveness of an Instafamous influencer in promoting a product and facilitating consumer decision-making. Study participants (N=364) responded to Instagram posts of a social media influencer and measurement items of source credibility, PSI and brand attitudes. Results show that prior brand attitude is positively related to consumer evaluation of influencer credibility. While perceived influencer attractiveness and expertise positively predict PSI with the influencer, a higher level of PSI also significantly predicts greater influencer trustworthiness. Perceived influencer trustworthiness and attractiveness also have a significant impact on post-exposure brand attitude. PSI and post-exposure brand attitude, in turn, are significantly related to purchase intention.
References
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Choi, S.M., & Rifon N.R. (2002) Antecedents and Consequences of Web Advertising Credibility, Journal of Interactive Advertising, 3:1, 12-24. https://doi.org/10.1080/15252019.2002.10722064
Cho, Y., Hwang, J., & Lee, D. (2012). Identification of effective opinion leaders in the diffusion of technological innovation: a social network approach. Technological Forecasting and Social Change, 79, 97-106. https://doi.org/10.1016/j.techfore.2011.06.003
Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 34(4), 481-495. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.21001
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: the moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309-325. https://doi-org.ezproxy.lib.uconn.edu/10.1080/00913367.2018.1539363
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi-org.ezproxy.lib.uconn.edu/10.1080/02650487.2017.1348035
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44. https://doi-org.ezproxy.lib.uconn.edu/10.1111/hcre.12063
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.chb.2016.11.009
Djafarova, E., & Trofimenko, O. (2019). “Instafamous” – credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446. https://doi-org.ezproxy.lib.uconn.edu/10.1080/1369118X.2018.1438491
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Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720–732. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.21018
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of Communication, 61(6), 1104-1121. https://doi-org.ezproxy.lib.uconn.edu/10.1111/j.1460-2466.2011.01595.x
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-Of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing (John Wiley & Sons), 18(1), 38–52. https://doi-org.ezproxy.lib.uconn.edu/10.1002/dir.10073
Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19, 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.chb.2018.05.029
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Kassing, J., & Sanderson, J. (2009). “You’re the Kind of Guy That We All Want for a Drinking Buddy”: Expressions of Parasocial Interaction on Floydlandis.com. Western Journal of Communication, 73(2), 182–203. https://doi-org.ezproxy.lib.uconn.edu/10.1080/10570310902856063
Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25:3, 279-294. https://doi.org/10.1080/21639159.2015.1043690
Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720–743. https://doi.org/10.1080/02650487.2015.1009350
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.intmar.2013.12.003
Lange, J., & Crusius, J. (2015). The tango of two deadly sins: The social-functional relation of envy and pride. Journal of Personality and Social Psychology, 109(3), 453–472. https://doi-org.ezproxy.lib.uconn.edu/10.1037/pspi0000026
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.jbusres.2016.04.171
Lim, C. M., & Kim, Y. K. (2011). Older consumers' TV home shopping: Loneliness, parasocial interaction, and perceived convenience. Psychology & Marketing, 28(8), 763-780. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.20411
Lin, C. A. & Xu, X. (2017). Effectiveness of Online Consumer Reviews: The influence of source trustworthiness, valence, reviewer ethnicity and social distance. Internet Research, 27(2), 362-380. https://doi-org.ezproxy.lib.uconn.edu/10.1108/IntR-01-2016-0017
Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.bushor.2018.01.010
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10. https://doi-org.ezproxy.lib.uconn.edu/10.3389/fpsyg.2019.02567
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15252019.2018.1533501
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5), 319–329. https://doi-org.ezproxy.lib.uconn.edu/10.1002/cb.22
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi-org.ezproxy.lib.uconn.edu/10.1080/00913367.1990.10673191
Petit, R. A. (2019, February 28.) Health coach Massy Arias on the Afro-Latinx fitness conundrum. ESPN. https://www.espn.com/espnw/culture/story/_/id/26105707/health-coach-massy-arias-afro-latinx-fitness-conundrum
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). “You really are a great big sister” – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3/4), 279–298. https://doi-org.ezproxy.lib.uconn.edu/10.1080/0267257X.2019.1708781
Rubin, R. B., & McHugh, M. P. (1987). Development of Parasocial Interaction Relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi-org.ezproxy.lib.uconn.edu/10.1080/08838158709386664
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi-org.ezproxy.lib.uconn.edu/10.1080/02650487.2019.1634898
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I
buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, N.PAG. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.jretconser.2019.01.011
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi-org.ezproxy.lib.uconn.edu/10.1080/10641734.2004.10505164
Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746–768. https://doi-org.ezproxy.lib.uconn.edu/10.1108/OIR-04-2014-0089
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15332861.2019.1700741
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.ijinfomgt.2014.04.007
Van de Ven, N. (2016). Envy and its consequences: Why it is useful to distinguish between benign and malicious envy. Social and Personality Psychology Compass, 10(6), 337-349. https://doi-org.ezproxy.lib.uconn.edu/10.1111/spc3.12253
Wright, C. (2017). Are Beauty Bloggers More Influential than Traditional Industry Experts?. Journal of Promotional Communications, 5(3).
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi-org.ezproxy.lib.uconn.edu/10.1080/16522354.2018.1501146
Yoon, K., Kim, C.H., & Kim, M.S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication & Society, 1(3/4), 153-173. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15205436.1998.9677854
Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. https://doi.org/10.1016/j.jbusres.2015.12.071
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Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59(4), 440-454. https://doi-org.ezproxy.lib.uconn.edu/10.2501/JAR-2019-030
Burt, R. S. (1999). The Social Capital of Opinion Leaders. Annals of the American Academy of Political and Social Science, 566, 37–54. https://doi-org.ezproxy.lib.uconn.edu/http://ann.sagepub.com/content/by/year
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.jbusres.2018.07.005
Chaney, I. M. (2001). Opinion leaders as a segment for marketing communications. Marketing Intelligence & Planning, 19(5), 302–308. https://doi-org.ezproxy.lib.uconn.edu/10.1108/EUM0000000005647
Choi, S.M., & Rifon N.R. (2002) Antecedents and Consequences of Web Advertising Credibility, Journal of Interactive Advertising, 3:1, 12-24. https://doi.org/10.1080/15252019.2002.10722064
Cho, Y., Hwang, J., & Lee, D. (2012). Identification of effective opinion leaders in the diffusion of technological innovation: a social network approach. Technological Forecasting and Social Change, 79, 97-106. https://doi.org/10.1016/j.techfore.2011.06.003
Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology & Marketing, 34(4), 481-495. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.21001
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: the moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309-325. https://doi-org.ezproxy.lib.uconn.edu/10.1080/00913367.2018.1539363
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi-org.ezproxy.lib.uconn.edu/10.1080/02650487.2017.1348035
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21-44. https://doi-org.ezproxy.lib.uconn.edu/10.1111/hcre.12063
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.chb.2016.11.009
Djafarova, E., & Trofimenko, O. (2019). “Instafamous” – credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432-1446. https://doi-org.ezproxy.lib.uconn.edu/10.1080/1369118X.2018.1438491
eMarketer. (2019, August 21). $1.5 Trillion Spending Power of US Hispanics Has a Caveat. https://www.emarketer.com/content/1-5-trillion-spending-power-of-us-hispanics-has-a-caveat
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15252019.2017.1366885
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.pubrev.2010.11.001
Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720–732. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.21018
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers' experience of parasocial interaction. Journal of Communication, 61(6), 1104-1121. https://doi-org.ezproxy.lib.uconn.edu/10.1111/j.1460-2466.2011.01595.x
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-Of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing (John Wiley & Sons), 18(1), 38–52. https://doi-org.ezproxy.lib.uconn.edu/10.1002/dir.10073
Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19, 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.chb.2018.05.029
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/MIP-09-2018-0375
Kassing, J., & Sanderson, J. (2009). “You’re the Kind of Guy That We All Want for a Drinking Buddy”: Expressions of Parasocial Interaction on Floydlandis.com. Western Journal of Communication, 73(2), 182–203. https://doi-org.ezproxy.lib.uconn.edu/10.1080/10570310902856063
Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25:3, 279-294. https://doi.org/10.1080/21639159.2015.1043690
Knoll, J., Schramm, H., Schallhorn, C., & Wynistorf, S. (2015). Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects. International Journal of Advertising, 34(5), 720–743. https://doi.org/10.1080/02650487.2015.1009350
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.intmar.2013.12.003
Lange, J., & Crusius, J. (2015). The tango of two deadly sins: The social-functional relation of envy and pride. Journal of Personality and Social Psychology, 109(3), 453–472. https://doi-org.ezproxy.lib.uconn.edu/10.1037/pspi0000026
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.jbusres.2016.04.171
Lim, C. M., & Kim, Y. K. (2011). Older consumers' TV home shopping: Loneliness, parasocial interaction, and perceived convenience. Psychology & Marketing, 28(8), 763-780. https://doi-org.ezproxy.lib.uconn.edu/10.1002/mar.20411
Lin, C. A. & Xu, X. (2017). Effectiveness of Online Consumer Reviews: The influence of source trustworthiness, valence, reviewer ethnicity and social distance. Internet Research, 27(2), 362-380. https://doi-org.ezproxy.lib.uconn.edu/10.1108/IntR-01-2016-0017
Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.bushor.2018.01.010
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10. https://doi-org.ezproxy.lib.uconn.edu/10.3389/fpsyg.2019.02567
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15252019.2018.1533501
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer-mediated environment. Journal of Consumer Behaviour, 4(5), 319–329. https://doi-org.ezproxy.lib.uconn.edu/10.1002/cb.22
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi-org.ezproxy.lib.uconn.edu/10.1080/00913367.1990.10673191
Petit, R. A. (2019, February 28.) Health coach Massy Arias on the Afro-Latinx fitness conundrum. ESPN. https://www.espn.com/espnw/culture/story/_/id/26105707/health-coach-massy-arias-afro-latinx-fitness-conundrum
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). “You really are a great big sister” – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3/4), 279–298. https://doi-org.ezproxy.lib.uconn.edu/10.1080/0267257X.2019.1708781
Rubin, R. B., & McHugh, M. P. (1987). Development of Parasocial Interaction Relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi-org.ezproxy.lib.uconn.edu/10.1080/08838158709386664
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi-org.ezproxy.lib.uconn.edu/10.1080/02650487.2019.1634898
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I
buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, N.PAG. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.jretconser.2019.01.011
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi-org.ezproxy.lib.uconn.edu/10.1080/10641734.2004.10505164
Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746–768. https://doi-org.ezproxy.lib.uconn.edu/10.1108/OIR-04-2014-0089
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103-124. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15332861.2019.1700741
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592–602. https://doi-org.ezproxy.lib.uconn.edu/10.1016/j.ijinfomgt.2014.04.007
Van de Ven, N. (2016). Envy and its consequences: Why it is useful to distinguish between benign and malicious envy. Social and Personality Psychology Compass, 10(6), 337-349. https://doi-org.ezproxy.lib.uconn.edu/10.1111/spc3.12253
Wright, C. (2017). Are Beauty Bloggers More Influential than Traditional Industry Experts?. Journal of Promotional Communications, 5(3).
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi-org.ezproxy.lib.uconn.edu/10.1080/16522354.2018.1501146
Yoon, K., Kim, C.H., & Kim, M.S. (1998). A Cross-Cultural Comparison of the Effects of Source Credibility on Attitudes and Behavioral Intentions. Mass Communication & Society, 1(3/4), 153-173. https://doi-org.ezproxy.lib.uconn.edu/10.1080/15205436.1998.9677854
Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803. https://doi.org/10.1016/j.jbusres.2015.12.071
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