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.
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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