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Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing
The growing usage of digital platforms has made influencer marketing the most cost-effective marketing tool, especially for products consumed by...
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How do male livestreamers trigger female purchase intention? The role of parasocial romantic relationships
The phenomenon of male livestreamers promoting beauty products (e.g., lipstick) to female viewers in the e-commerce livestreaming setting has gained...
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Social Network Sites Usage and Idol Emulation: Indirect Effect of Parasocial Interaction
This research examined the relationships of social network sites (SNS) intensity, parasocial interaction (PSI), and the propensity to imitate idols...
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Parasocial relationships on YouTube reduce prejudice towards mental health issues
Intergroup contact has long been established as a way to reduce prejudice among society, but in-person interventions can be resource intensive and...
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People perceive parasocial relationships to be effective at fulfilling emotional needs
People regularly form one-sided, “parasocial” relationships (PSRs) with targets incapable of returning the sentiment. Past work has shown that people...
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Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship
With the rise of influencer marketing, companies and brands are increasingly cooperating with social media influencers as another important promotion...
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Love in Imagination: A Comparative Analysis Between Chinese K-pop Fans and Esports Fans Regarding Their Parasocial Interaction and Relationship Towards the Virtual Idol Group K/DA
On November 3rd, 2018, virtual K-pop girl group K/DA, which consists of four female champions from the hit game League of Legends (LOL), debuted with...
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Parasocial Interaction, the COVID-19 Quarantine, and Digital Age Media
Parasocial interaction, or the one-sided relationships individuals form with characters from television and other media can have negative and...
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Exploring the Effect of Study with Me on Parasocial Interaction and Learning Productivity: Lessons Learned in a Field Study
Study with Me (SWM) is a popular type of in-real-life (IRL) streaming among students nowadays. Existing research suggests that parasocial interaction...
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The Impact of Fostering Parasocial Relationship Between Influencing Entrepreneurs and Social Media Followers on the Brand Image and the Purchase Intentions of Start-Up Companies
Purpose: this research tends to study the parasocial relationship between influencers on social media and their followers, and how it impacts the...
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Building an Irresistible Shop** Experience: The Power of Personality, Subjective Well-Being and Parasocial Relationships on the Online Impulse Buying Tendency
This article delves into the potential impact of psychological and social factors on the online impulse buying tendency. A literature review is...
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The impact of interpersonal alienation on excessive Internet fiction reading: Analysis of parasocial relationship as a mediator and relational-interdependent self-construal as a moderator
Internet fiction reading is a proliferating recreational activity in China, for its compelling narratives and immersive experience on portable mobile...
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Influencers’ (Parasocial) Relationships with Their Followers: Lessons for Marketers and Influencers
As influencer marketing is growing, research related to the field is following suit. The relationship between influencers and their followers, most...
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Virtual resonance: analyzing IPA usage intensity under COVID-19's isolating canopy
The widespread adoption of smartphones coupled with advancements in artificial intelligence has significantly propelled the use of intelligent...
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Beyond Influencer Credibility: The Power of Content and Parasocial Relationship on Processing Social Media Influencer Destination Marketing Campaigns
The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite...
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Consumer Anxiety and Purchase Intention in Live Commerce: Unraveling the Mediating Role of Brand Familiarity Amidst COVID-19
The rapid progress of technology has dramatically transformed daily life, with the widespread impact of network and internet communication...
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How Do Virtual AI Streamers Influence Viewers’ Livestream Shop** Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal
With the exponential growth of livestream shop** and the development of artificial intelligence (AI), virtual influencers powered by AI have become...
