The Effect of Time-limited and Quantity-limited Discounts on Purchase Intentions: The Moderating Role of Regulatory Focus and Processing Fluency

2021 ◽  
Vol 32 (3) ◽  
pp. 27-45
Author(s):  
Kikyoung Park ◽  
Gangseog Ryu
Keyword(s):  
Regulatory Focus ◽  
Purchase Intentions ◽  
Processing Fluency ◽  
Moderating Role

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

2021 ◽  
pp. 097215092110103
Author(s):  
Yadvinder Parmar ◽  
Bikram Jit Singh Mann
Keyword(s):  
Sampling Method ◽  
Process Analysis ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Parasocial Interaction ◽  
Conditional Process Analysis ◽  
The Relationship ◽  
Self Administered Questionnaire ◽  
Moderating Role

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

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