Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram

Collenberg, Anja; Furchheim, Pia; Beurer-Züllig, Bettina

Publication type:	Conference other
Type of review:	Peer review (abstract)
Title:	Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram
Authors:	Collenberg, Anja Furchheim, Pia Beurer-Züllig, Bettina
et. al:	No
Proceedings:	Proceedings of the EMAC 48th Annual Conference
Conference details:	EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019
Issue Date:	2019
Publisher / Ed. Institution:	EMAC
ISBN:	978-3-9821146-0-6
Language:	English
Subjects:	Parasocial interaction theory; Influencer marketing; Opinion leader
Subject (DDC):	302: Social interaction 658.8: Marketing management
Abstract:	The growing popularity of social media platforms has boosted the effects of peer recommendations. A major challenge that brands face is how to identify the right influencer. Oftentimes, companies refer to the number of followers as a proxy for ascribed opinion leadership. However, contrary to the general rule of thumb, this paper shows that more important than the number of followers is whether an influencer creates parasocial interaction with his followers. Across two studies this paper demonstrates that parasocial interaction impacts consumers’ brand attitudes and subsequently purchase intention. Moreover, it shows that the number of followers only had a marginal significant effect on purchase intention.
URI:	https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf https://digitalcollection.zhaw.ch/handle/11475/18880
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Collenberg, A., Furchheim, P., & Beurer-Züllig, B. (2019). Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram. Proceedings of the EMAC 48th Annual Conference. https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

Collenberg, A., Furchheim, P. and Beurer-Züllig, B. (2019) ‘Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram’, in Proceedings of the EMAC 48th Annual Conference. EMAC. Available at: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf.

A. Collenberg, P. Furchheim, and B. Beurer-Züllig, “Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram,” in Proceedings of the EMAC 48th Annual Conference, 2019. [Online]. Available: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

COLLENBERG, Anja, Pia FURCHHEIM und Bettina BEURER-ZÜLLIG, 2019. Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram. In: Proceedings of the EMAC 48th Annual Conference [online]. Conference presentation. EMAC. 2019. ISBN 978-3-9821146-0-6. Verfügbar unter: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

Collenberg, Anja, Pia Furchheim, and Bettina Beurer-Züllig. 2019. “Taking Advice from Your Popular Friend : The Influence of Parasocial Interaction and Number of Followers on Brand Attitude and Brand Purchase Intentions on Instagram.” Conference presentation. In Proceedings of the EMAC 48th Annual Conference. EMAC. https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf.

Collenberg, Anja, et al. “Taking Advice from Your Popular Friend : The Influence of Parasocial Interaction and Number of Followers on Brand Attitude and Brand Purchase Intentions on Instagram.” Proceedings of the EMAC 48th Annual Conference, EMAC, 2019, https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf.