Examining Four Processes of Audience Involvement With Media Personae: Transportation, Parasocial Interaction, Identification, and Worship

2015 ◽  
Vol 25 (3) ◽  
pp. 259-283 ◽  
Author(s):  
William J. Brown
Keyword(s):  
Parasocial Interaction

Parasocial Interaction as More Than Friendship

2011 ◽  
Vol 23 (3) ◽  
pp. 122-132 ◽  
Author(s):  
Jayson L. Dibble ◽  
Sarah F. Rosaen
Keyword(s):  
Parasocial Interaction ◽  
Future Research ◽  
Two Measures ◽  
Traditional Approaches

This study supports the refinement of the concept of parasocial interaction (PSI) to apply to mediated personae that viewers might dislike. By contrast, traditional approaches have treated PSI as a sort of friendship with the mediated persona. Participants (N = 249) were randomly assigned to self-select a liked or disliked television persona. Various viewer reactions to that character were measured using two different measures of PSI. The data revealed that participants did experience PSI with disliked characters as well as liked characters, and that the two measures of PSI did not appear to assess the same construct. Implications for future research are discussed.

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

scholarly journals Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods: We used a randomized between-subject design with 154 participants (age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular social influencer (n = 77) or fictitious social influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of social influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intentions. Discussion: The findings showed that it is crucial for influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

scholarly journals Studi tentang Motivasi ARMY Jakarta dalam Membeli Merchandise Idola (Studi Kasus Kaos Uniqlo X BT21)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 128
Author(s):  
Johanna Ruthllianie ◽  
Diah Ayu Candraningrum
Keyword(s):  
Decision Making ◽  
Parasocial Interaction ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consumer Motivation ◽  
Individual Motivation ◽  
Public Figures ◽  
The Individual

This research attempts to adopt the individual motivation behind the decision in purchasing an idol merchandise. In addition the resources focused on the concept of consumer motivation and the consumer decision making process. The concept of motivation includes sources of motivation, divided into motivational intrinsic and motivation extrinsic. While the consumer decision-making process is divided into five steps which are recognized the need, looking for information, evaluation of decision, buying decision, and the consumer behavior after purchasing. The researcher uses a case study of the shirt Uniqlo X BT21 with qualitative method. The results of the research which is the consumer motivation lead to purchasing a Uniqlo X BT21 shirt. Parasocial interaction in fact can influence consumers to purchase merchandise. The more closely the relation between society can lead to higher motivation to purchase the needs. The collaboration between Uniqlo and BTS succeeds in attracting the fans. The results of collaboration between brand and public figures now is a strategy for creating promotional products. Entrepreneurs, who also use this strategy need to see the opportunity by using this phenomenon. Penelitian ini mengangkat tentang motivasi individu dalam keputusan pembelian merchandise idola. Konsep yang digunakan yaitu motivasi dan keputusan pembelian. Konsep motivasi meliputi sumber motivasi, yaitu melalui motivasi intrinsik dan motivasi ekstrinsik. Sedangkan untuk keputusan pembelian melalui lima tahapan yaitu, mengenali kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian dan perilaku pasca pembelian. Penelitian ini menggunakan studi kasus terhadap kaos Uniqlo X BT21 dengan metodologi kualitatif. Hasil penelitian ini yaitu motivasi yang menyebabkan pembelian kaos Uniqlo X BT21. Interaksi parasosial terbukti mampu untuk mempengaruhi pembelian merchandise. Semakin lekat sebuah hubungan parasosial, maka akan semakin tinggi motivasi minat beli. Kolaborasi yang diadakan Uniqlo dengan BTS dapat dikatakan berhasil menarik minat penggemar. Sehingga kolaborasi merek dan public figure kini merupakan sebuah strategi yang dapat dilakukan untuk mempromosikan produk. Pebisnis perlu melihat peluang yang hadir dalam fenomena tersebut.

scholarly journals Bagaimana Konsumen Kosmetik Memerhatikan Beauty Vlogger dan Pengaruhnya terhadap Niat Beli

2021 ◽  
Vol 9 (2) ◽  
pp. 634
Author(s):  
Lika Alda Septiani
Keyword(s):  
Physical Attractiveness ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Quantitative Approach ◽  
Parasocial Interaction ◽  
Probability Sampling ◽  
Parasocial Interactions

This study aims to determine the effect of physical attractiveness, attitude homophily, social attractiveness, credibility, and parasocial interaction on cosmetics purchase intention based on the TasyaFarasya review. TasyaFarasya is one of the beauty vloggers on YouTube and Instagram. This study uses a quantitative approach. The sampling technique used is non-probability sampling which is judgmental sampling. In this study, the respondents are women; they knew TasyaFarasya as a beauty vlogger; the age is around 17-35 years and watched content from TasyaFarasya. The number of samples is 200 respondents. The data was processed using PLS-SEM with SmartPLS software version 3.3.3. The findings of this study indicate that physical attractiveness, homophily attitudes have a significant effect on credibility. While physical attractiveness and social attractiveness significantly affect parasocial interactions, homophily attitudes do not affect parasocial interactions. Credibility does not affect purchase intention, but parasocial interaction has a significant effect on purchase intention. Further research can add information and building motive variables. It is also interesting to see further how the interaction between vlogger viewers.

The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour

2011 ◽  
pp. 191-213
Author(s):  
Rafael Currás-Pérez ◽  
María José Miquel-Romero ◽  
Carla Ruiz-Mafé ◽  
Silvia Sanz-Blas
Keyword(s):  
Parasocial Interaction

Success factors driving consumer reuse intention of mobile shopping application channel

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Timmy H. Tseng ◽  
Crystal T. Lee ◽  
Hsiao-Ting Huang ◽  
Wei Hao Yang
Keyword(s):  
User Satisfaction ◽  
Structural Equation ◽  
Success Factors ◽  
Positive Impact ◽  
Perceived Value ◽  
Sales Promotion ◽  
Parasocial Interaction ◽  
Content Type ◽  
Mobile Shopping ◽  
Ess Model

PurposeDue to fierce competition in the mobile retailing market, it is desirable to identify the success factors driving consumers to reuse a mobile shopping application. This research intends to develop a model for mobile shopping app success by integrating an e-commerce systems success (ESS) model and sales promotion benefits and parasocial interaction literatures.Design/methodology/approach302 useable online questionnaires were obtained. The data analysis was conducted using the structural equation modelling.FindingsThe results indicate the validity of the ESS model in predicting consumers' reuse intention of mobile shopping apps where three quality dimensions of system, information and service facilitate both perceived value and user satisfaction, which in turn generates reuse intention. Furthermore, savings and entertainment denoting the utilitarian and hedonic sales promotion benefits have positive impact on perceived value but have no influence on satisfaction. Parasocial intention between consumers and sellers facilitates both value perception and satisfaction.Originality/valueThis research contributes to the mobile retailing literature by identifying the success factors driving consumers' continuance intention of mobile shopping apps. Theoretically, it validates and extends the ESS model in mobile shopping app context by identifying savings, entertainment and parasocial interaction as additional success factors. Based on the findings, two approaches are proposed to suggest mobile retailers design a successful mobile shopping app.

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