期刊
JOURNAL OF MARKETING MANAGEMENT
卷 36, 期 3-4, 页码 279-298出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/0267257X.2019.1708781
关键词
Influencer marketing; social media influencers; parasocial relationship; credibility; brand trust
资金
- Business Finland [4062/31/2016]
- Media Industry Research Foundation of Finland [201610036]
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.
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