scholarly journals Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention

2021 ◽  
Vol 9 (1) ◽  
pp. 10
Author(s):  
Fresha Kharisma ◽  
Masmira Kurniawati
Keyword(s):  
Purchase Intention ◽  
Parasocial Interaction ◽  
Self Disclosure ◽  
Endorser Credibility

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 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 PENGARUH KREDIBILITAS ENDORSER TERHADAP MINAT BELI DENGAN TIGA TIPE KONSUMEN PADA INDUSTRI BUSANA MUSLIMAH

2018 ◽  
Vol 8 (3) ◽  
pp. 579
Author(s):  
Ayu Ningsetya Mardika Riskhi ◽  
Jono M Munandar ◽  
Mukhamad Najib
Keyword(s):  
Sample Size ◽  
Purchase Intention ◽  
Sampling Method ◽  
Total Sample ◽  
Female Students ◽  
The Other ◽  
Total Sample Size ◽  
Brand Credibility ◽  
The World ◽  
Endorser Credibility

Endorser credibility is one of factors which influence muslim fashion development. In the other hand, it is the challenge for Indonesia is to be a centre of muslim fashion in the world. The purpose of this study was to analyze the effect of endorser credibility on purchase intention with three types consumers. A technique of sampling method in this research was quota purposive sampling. Total sample size was 225 respondents from each 75 housewives, 75 employees, and 75 female students. Data were analyzed using descriptive statistic and SEM with PLS Approach. The results of this study shows that the credibility endorser have significant effect on purchase intention to female students. While the brand credibility and advertising credibility partially have no significant effect on purchase intention. On the type consumer housewives and employees partially have no significant effect on purchase intention. Simultaneously, advertising credibility and brand credibility affect significantly on purchase intention

The influence of trust and relationship commitment to vloggers on viewers' purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yangyang Chen ◽  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Angela Wen-yu Chang ◽  
Jerome Yen
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Purchase Intention ◽  
Design Methodology ◽  
Relationship Commitment ◽  
Self Disclosure ◽  
Content Type ◽  
Consumer Responses ◽  
Trust Theory ◽  
Underlying Mechanisms

PurposeThis study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.Design/methodology/approachThe study employs a survey investigation with online questionnaires in China, and the hypotheses were tested using multiple regression analyses, with 319 valid consumer responses.FindingsThe findings reveal that the extended commitment-trust theory is applicable in the context of social media. Perceived relationship commitment, expertise, physical attractiveness, social attractiveness and self-disclosure play a significant role in predicting purchase intention. Relationship commitment proves to be a mediator between the antecedents and purchase intention. Trust shows a moderating effect on the antecedents and relationship commitment.Originality/valueThe study provides evidence of the importance of the above-mentioned antecedents in influencing viewers' relationship commitment to vloggers in the context of social media. The results contribute to the development of the commitment-trust theory and an understanding of the theory's underlying mechanisms. The result also provides further evidence of the effect of trust on relationship commitment.

Athlete Endorsement, Attitudes, and Purchase Intention: The Interaction Effect Between Athlete Endorser-Product Congruence and Endorser Credibility

2015 ◽  
Vol 29 (5) ◽  
pp. 523-538 ◽  
Author(s):  
Younghan Lee ◽  
Jakeun Koo
Keyword(s):  
Interaction Effect ◽  
External Validity ◽  
Purchase Intention ◽  
The Body ◽  
Celebrity Endorsement ◽  
Consumer Responses ◽  
Body Of Knowledge ◽  
Real People ◽  
Indirect Path ◽  
Endorser Credibility

The current study used a 2 × 2 analysis to explore the effect of athlete endorser-product congruence and endorser credibility on consumer responses, such as attitude toward the advertisement, attitude toward the brand, and purchase intention. Real people and actual brands were used as stimuli to enhance external validity and generalizability. Research results confirmed the interaction effects between athlete endorser-product congruence and endorser credibility on three specific consumer responses. The research further examined and identified the indirect path from attitude toward the advertisement and purchase intention, mediated by attitude toward the brand. The findings from the research fill gaps in the literature and extend the body of knowledge in endorsement studies in general and sport celebrity-endorsement studies in particular.

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.

Sign in / Sign up

Export Citation Format

Share Document