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SNS users' para-social relationships with celebrities: social media effects on purchase intentions

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  • Hyojin Kim
  • Eunju Ko
  • Juran Kim

Abstract

In this study, the authors investigate factors that influence para-social relationships between social network service (SNS) users and celebrities and the effects on users' purchase intentions. The study shows that SNS use and para-social relationships with celebrities are positively related. User/celebrity para-social relationships and celebrity reputation also show positive relationships with purchase intentions. Gender differences affect relationships between celebrity reputation, para-social relationships and purchase intentions. The results imply that new media, particularly SNS, encourages para-social relationships, and that para-social relationships and celebrity reputations persuade SNS users to make purchase decisions. The study shows that new media stimulates consumer desires, and the new SNS environment gives celebrities more power to affect purchase decisions.

Suggested Citation

  • Hyojin Kim & Eunju Ko & Juran Kim, 2015. "SNS users' para-social relationships with celebrities: social media effects on purchase intentions," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 279-294, June.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:3:p:279-294
    DOI: 10.1080/21639159.2015.1043690
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    Citations

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    Cited by:

    1. Dana Adriana Lupșa-Tătaru & Radu Lixăndroiu, 2022. "YouTube Channels, Subscribers, Uploads and Views: A Multidimensional Analysis of the First 1700 Channels from July 2022," Sustainability, MDPI, vol. 14(20), pages 1-13, October.
    2. Wahab, Hamza Kaka Abdul & Tao, Meng & Tandon, Anushree & Ashfaq, Muhammad & Dhir, Amandeep, 2022. "Social media celebrities and new world order. What drives purchasing behavior among social media followers?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Kim, Juran & Lee, Ki Hoon, 2019. "Influence of integration on interactivity in social media luxury brand communities," Journal of Business Research, Elsevier, vol. 99(C), pages 422-429.
    4. Zhang, Peilin & Chao, Chih-Wei (Fred) & Chiong, Raymond & Hasan, Najmul & Aljaroodi, Hussain M. & Tian, Feng, 2023. "Effects of in-store live stream on consumers’ offline purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Hyeon-Cheol Kim & Sumi Kim & Zong-Yi Zhu, 2021. "Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Ko," Sustainability, MDPI, vol. 13(11), pages 1-12, May.
    6. Namhyun Um, 2022. "Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement," Sustainability, MDPI, vol. 14(5), pages 1-9, March.
    7. Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Grimmer, Martin & Kelly, Louise, 2018. "Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 101-111.
    8. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    9. Yuan, Chun Lin & Moon, Hakil & Kim, Kyung Hoon & Wang, Shuman, 2021. "The influence of parasocial relationship in fashion web on customer equity," Journal of Business Research, Elsevier, vol. 130(C), pages 610-617.
    10. Wang, Huanzhang & Kim, Kyung Hoon & Ko, Eunju & Liu, Honglei, 2016. "Relationship between service quality and customer equity in traditional markets," Journal of Business Research, Elsevier, vol. 69(9), pages 3827-3834.
    11. Hyo Geun Song, 2023. "Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM," Sustainability, MDPI, vol. 15(5), pages 1-15, February.
    12. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    13. Branka Bizjak Zabukovec & Armand Faganel, 2024. "The Issue of Scales for Measuring Parasocial Interaction and Parasocial Relationship between Followers and Influencers on Social Media," Sustainability, MDPI, vol. 16(17), pages 1-35, September.
    14. Alcántara-Pilar, Juan Miguel & Rodriguez-López, María Eugenia & Kalinić, Zoran & Liébana-Cabanillas, Francisco, 2024. "From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    15. Sokolova, Karina & Perez, Charles, 2021. "You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    16. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    17. Masuda, Hisashi & Han, Spring H. & Lee, Jungwoo, 2022. "Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    18. Kim, Jikyung (Jeanne) & Kim, Sanghwa & Choi, Jeonghye, 2020. "Purchase now and consume later: Do online and offline environments drive online social interactions and sales?," Journal of Business Research, Elsevier, vol. 120(C), pages 274-285.

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