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http://dx.doi.org/10.5392/JKCA.2021.21.03.270

The Effect of Social Media Influencer's Parpasocial Interaction and Relationship on Users's Brand Attitude and Purchase Intention  

Lee, Eunsun (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.21, no.3, 2021 , pp. 270-281 More about this Journal
Abstract
The emergence of social media and technical development of smart phone allows media users to produce, share and spread a variety of contents, which results in a big change in their media usage pattern. Among those changes, the most prominent one is Youtube's powerful growth. Creators' enthusiastic content productions and users' active sharing actions are caused of the growth. Recently, creators give a powerful effect on users as social media influencer, and the practice of influencer marketing has been focused. This current study is examined the effects of parasocial interaction and relationship on brand attitude and purchase intention. Specially, parasical interaction is divided into identification, interest, and experience parasocial interaction, and the divisions of relationship are trustworthy, friendship, understanding, and commitment. As a result, interest and trustworthy are significant predictors of brand attitude. Also, experience parasocial interaction is negative and friendship is positive predictors of purchase intention. Theoretical and practical implication are discussed.
Keywords
Influencer Marketing; YouTube; Parasocial Interaction; Parasocial Relationship;
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