Articlegreen2020

‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

Hanna Reinikainen · Juha Munnukka · Devdeep Maity · Vilma Luoma‐aho

608 citations0/0 files storedJournal of Marketing Management

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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.

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References

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Cited by

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