How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Issue 2 (3rd May 2020)

• Record Type: Journal Article
• Authors: Yuan, Shupei; Lou, Chen
• Is Part Of: Journal of interactive advertising. Volume 20:Issue 2(2020)
• Page Start: 133
• Page End: 147
• Publication Date: 2020-05-03
• Subjects: Parasocial relationship -- communication justice -- social media influencers -- source credibility -- product interests; Advertising -- Periodicals; Internet advertising -- Periodicals; Interactive multimedia -- Periodicals; 659.144
• DOI: 10.1080/15252019.2020.1769514
• Languages: English
• ISSNs: 1525-2019

Abstract

Abstract: Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corporations and brands. Based on the literature of source credibility and communication justice, this study investigated the determinants of the parasocial relationship between social media influencers and their followers, as well as their effects on followers' interests in the products advertised by influencers. The results of an online survey showed that followers' perceived attractiveness of influencers, similarity to influencers, procedural fairness, and interpersonal fairness of their interactions with influencers are positively related to the strength of their parasocial relationship with influencers, which further mediates the effect of the aforementioned factors on followers' interests in influencer-promoted products. The findings of this study explicate the mechanism through which influencers foster relationships with followers and also provide practitioners with insights on orchestrating strategic influencer campaigns.