Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships
نویسندگان
چکیده
Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between and audiences media, such relationships, in turn, affect audiences’ continuance intention. Interpersonal contains three dimensions: task attraction, physical attraction. The results indicated that dimensions significantly affected PSRs. also showed informational influence perceived credibility strengthened relationship PSRs intentions. Moreover, online comments positively moderated effect credibility. implications suggestions for future discussed.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2021
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su131910919