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Full-Text Articles in Business
Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Research Collection Lee Kong Chian School of Business
The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and …
Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Research Collection Lee Kong Chian School Of Business
The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by …