Masuda, H., Han, S. H., & Lee, J. (2022). Impacts ofinfluencer attributes on purchase intentions in social media influencermarketing: Mediating roles of characterizations. Technological Forecasting andSocial Change, 174, 121246.
The author notes that social media influencer marketing isbeing widely used across different sectors. It is also revealed that most of the previous studies have focused on parasocial relationship (PSR) between followers and social media influencers. However, parasocial relationship is not often weighted against the commonly used market constructs regardless of thet remendous publications on the subject. Therefore, this study developed are search model based on the theory of persuasion to investigate the relative weight of the parasocial relationship. Persuasion theory is commonly used in communication and marketing to explain the influence of messages in changing the attitudes of receivers (target market). The authors came up with three personal attributes which include attitude homophily, physical attractiveness and social attractiveness. They also used three characterizations which include trustworthiness, perceived expertise and parasocial relationship as purchase intention antecedents. Cross-sectional analysis research model was used in this study. Data was collected through surveys targeting buyers who purchased goods and services after watching YouTube advertisements made by social media influencers. The target population was the South Korean consumers. Variables were operationalized after a detailed analysis of the previous of the previous studies. After an analysis of the collected data, it was revealed that parasocial relationship had a significant relationship to the three personal attributes. It was further reported that the formation of parasocial relationship was significantly influenced by the buyer’s perceived influencer types. From the survey results, it was concluded that social media influencer marketing strategy needs a proper planning and execution based on the individual attributes, character and influencer types.
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