A1 Journal article (refereed)
'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing (2020)


Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma (2020). 'You really are a great big sister’ : parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing and Management, 36 (3-4), 279-298. DOI: 10.1080/0267257X.2019.1708781


JYU authors or editors


Publication details

All authors or editors: Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma

Journal or series: Journal of Marketing and Management

ISSN: 2153-9715

eISSN: 2153-9723

Publication year: 2020

Volume: 36

Issue number: 3-4

Pages range: 279-298

Publisher: Taylor & Francis

Publication country: United Kingdom

Publication language: English

DOI: http://doi.org/10.1080/0267257X.2019.1708781

Open Access: Publication channel is not openly available

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67273


Abstract

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.


Keywords: social media; marketing; influencing; reliability (general); buying behaviour

Free keywords: influencer marketing; social media influencers; parasocial relationship; audience comments; credibility; brand trust; purchase intention


Contributing organizations


Related projects

#Agents - Young People’s Ambivalent Agency in Social Media
Luoma-aho, Vilma
Academy of Finland
01/01/2019-31/12/2022


Ministry reporting: Yes

Reporting Year: 2020

Preliminary JUFO rating: 0


Last updated on 2020-09-07 at 23:11