'You really are a great big sister' – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Issue 3 (12th February 2020)

• Record Type: Journal Article
• Authors: Reinikainen, Hanna; Munnukka, Juha; Maity, Devdeep; Luoma-aho, Vilma
• Is Part Of: Journal of marketing management. Volume 36:Issue 3/4(2020)
• Page Start: 279
• Page End: 298
• Publication Date: 2020-02-12
• Subjects: Influencer marketing -- social media influencers -- parasocial relationship -- credibility -- brand trust; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2019.1708781
• Languages: English
• ISSNs: 0267-257X

Abstract

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.