Parasocial Interaction with YouTubers: Does Sensory Appeal in the YouTubers' Video Influences Purchase Intention?

2021 ◽  
Author(s):  
Wen-Kuo Chen ◽  
Hsiao-Ya Wen ◽  
Andri Dayarana K. Silalahi
Keyword(s):  
Purchase Intention ◽  
Parasocial Interaction

scholarly journals Promoting healthy foods in the new digital era: An experimental study on the effect of a popular versus fictitious ‘Insta-influencer’ on brand attitude and purchase intentions

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods: We used a randomized between-subject design with 154 participants (age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular social influencer (n = 77) or fictitious social influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of social influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intentions. Discussion: The findings showed that it is crucial for influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

scholarly journals Bagaimana Konsumen Kosmetik Memerhatikan Beauty Vlogger dan Pengaruhnya terhadap Niat Beli

2021 ◽  
Vol 9 (2) ◽  
pp. 634
Author(s):  
Lika Alda Septiani
Keyword(s):  
Physical Attractiveness ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Quantitative Approach ◽  
Parasocial Interaction ◽  
Probability Sampling ◽  
Parasocial Interactions

This study aims to determine the effect of physical attractiveness, attitude homophily, social attractiveness, credibility, and parasocial interaction on cosmetics purchase intention based on the TasyaFarasya review. TasyaFarasya is one of the beauty vloggers on YouTube and Instagram. This study uses a quantitative approach. The sampling technique used is non-probability sampling which is judgmental sampling. In this study, the respondents are women; they knew TasyaFarasya as a beauty vlogger; the age is around 17-35 years and watched content from TasyaFarasya. The number of samples is 200 respondents. The data was processed using PLS-SEM with SmartPLS software version 3.3.3. The findings of this study indicate that physical attractiveness, homophily attitudes have a significant effect on credibility. While physical attractiveness and social attractiveness significantly affect parasocial interactions, homophily attitudes do not affect parasocial interactions. Credibility does not affect purchase intention, but parasocial interaction has a significant effect on purchase intention. Further research can add information and building motive variables. It is also interesting to see further how the interaction between vlogger viewers.

scholarly journals Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

2020 ◽  
Vol 20 (1) ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kirsten Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious fit influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement. Methods We used a randomized between-subject design with 154 participants (mean age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular real fit influencer (n = 77) or fictitious fit influencer (n = 77). Results Results showed that parasocial interaction mediated the relation between the type of influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular real fit influencer compared to the fictitious fit influencer, leading to higher healthy food brand attitude and purchase intention. Discussion The findings showed that it is crucial for social influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular fit influencers.

scholarly journals Promoting healthy foods in the new digital era on Instagram: An experimental study on the effect of a popular real fit influencer versus a fictitious fit influencer on brand attitude and purchase intentions.

2020 ◽  
Author(s):  
Frans Folkvord ◽  
Elze Roes ◽  
Kris Bevelander
Keyword(s):  
Experimental Study ◽  
Purchase Intention ◽  
Food Product ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Healthy Food ◽  
Parasocial Interaction ◽  
Healthy Foods ◽  
Digital Era

Abstract Background: Most studies on social influencer marketing techniques have focused on the promotion of unhealthy foods whereas little is known about the promotion of healthier foods. The present experimental study investigated whether a popular real versus fictitious social influencer is more successful in promoting healthy food products. In addition, we examined the role of parasocial interaction as an underlying mechanism of healthy food product endorsement.Methods: We used a randomized between-subject design with 154 participants (mean age: 24.0 years). Viewers’ product attitude and purchase intention were tested after exposure to an Instagram post by a popular real ‘fit influencer’ (n = 77) or fictitious fit influencer (n= 77).Results: Results showed that parasocial interaction mediated the relation between the type of influencer and product attitude as well as purchase intention. Parasocial interaction was higher for participants exposed to the popular real fit influencer compared to the fictitious influencer, leading to higher healthy food brand attitude and purchase intention.Discussion: The findings showed that it is crucial for social influencers to establish a warm personal relationship and connection with the their followers when promoting a healthy product successfully. We suggest that the promotion of healthy foods could be more successful in public health when using popular social influencers.

scholarly journals Pengaruh Interaksi Parasosial Terhadap Hubungan Parasosial, Kredibilitas Endorser Dan Niat Beli Penggemar Syahrini Terhadap Produk Kosmetik Di Media Instagram

2019 ◽  
Vol 21 (2) ◽  
pp. 124-134
Author(s):  
Yurike Anindyasari ◽  
Sony Kusumasondjaya
Keyword(s):  
Significant Influence ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Strong Relationship ◽  
Parasocial Interaction ◽  
Online Questionnaire ◽  
Daily Lives ◽  
Parasocial Relationship ◽  
Short Video ◽  
Endorser Credibility

The number of Instagram users continue to grow from year to year and so parasocial concept does. Parasocial concept itself is getting popular to those who study media. Nowdays, parasocial concept is used a lot more in daily lives by marketeers.  Marketeers compete to pick the most influencial person who has the ability to attract others in order to promote special products/brands. This study was aimed at examining the influences of parasocial interaction, parasocial relationship, endorser credibility, and  purchase intention of Syahrini’s fans on a make-up product. This research was a quantitative research using online questionnaire. Data were collected through online questionnaire and filled by Syahrini’s  fan base on Instagram. The sample of this study used Syahrini’s women fans who never have bought a typical of make-up product (Lakme make-up) before.  Later on, respondents were required to watch a short video about Syahrini before they finally filled the online questionnaire. A significant influence between parasocial interaction and parasocial relationship; a significant influence between parasocial relationship and endorser credibility; a significant influence between parasocial relationship and purchase intention; and a non significant influence between endorser credibility and purchase intention. The implication practice of this study is marketeers should choose the most ideal public figure, especially the one who could build such a strong relationship with fans. Also marketeers should be more innovative in creating new ways of communicating between fans and their idols.

scholarly journals The Determinant Factors of Purchase Intention in the Culinary Business in Indonesia That Mediated by Parasocial Interaction and Food Vlogger Credibility

2021 ◽  
Vol 12 (3) ◽  
pp. 4852-4865
Author(s):  
Lilian Pinda Et. al.
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Structural Equation ◽  
Hypothesis Test ◽  
Parasocial Interaction ◽  
Equation Modeling ◽  
Research Model ◽  
Convenience Sampling ◽  
The Relationship

This study aims to analyze the relationship between physical attractiveness, attitude homophily, social attractiveness, openness, interactivity, credibility, parasocial interaction, and purchase intention on YouTube in the culinary business in Indonesia. This research is a causal research design that applies the Structural Equation Modeling (SEM) research model as a method of data analysis. Using convenience sampling, the study sample involved 202 respondents as YouTube users in Jakarta and its surroundings who watched food review content by food vloggers more than three times a month. Based on the results of the hypothesis test, the factors that influence social interaction are physical attractiveness, social attractiveness, and interactivity. Meanwhile, only physical attractiveness affects food vlogger credibility. Therefore, before deciding to collaborate with a food vlogger, marketers can understand how credibility is formed and the interaction between a food vlogger and its audience on social media so that it can influence the audience's buying interest

Parasocial Interaction as More Than Friendship

2011 ◽  
Vol 23 (3) ◽  
pp. 122-132 ◽  
Author(s):  
Jayson L. Dibble ◽  
Sarah F. Rosaen
Keyword(s):  
Parasocial Interaction ◽  
Future Research ◽  
Two Measures ◽  
Traditional Approaches

This study supports the refinement of the concept of parasocial interaction (PSI) to apply to mediated personae that viewers might dislike. By contrast, traditional approaches have treated PSI as a sort of friendship with the mediated persona. Participants (N = 249) were randomly assigned to self-select a liked or disliked television persona. Various viewer reactions to that character were measured using two different measures of PSI. The data revealed that participants did experience PSI with disliked characters as well as liked characters, and that the two measures of PSI did not appear to assess the same construct. Implications for future research are discussed.

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