Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram
TL;DR: In this paper, an experiment was conducted to examine the level of social presence and the mediating role of parasocial interaction in influencer marketing in a simulated fitness influencer's Instagram posts.
Abstract: An experiment was conducted to examine the level of social presence and the mediating role of parasocial interaction in influencer marketing. In a simulated fitness influencer’s Instagram posts, so...
Citations
More filters
Posted Content•
TL;DR: This article investigated the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers and found that viewers who seek emotional satisfaction in parasocial attachments to characters accept images of passively subordinate women characters.
Abstract: The purpose of our study is to investigate the negative influence of textual images of damaged women characters in soap operas on the female consumers who constitute the majority of viewers. We begin with an analysis of the television soap genre in terms of print and radio antecedents to examine the specific attributes that make it a marketable item designed to appeal to women audiences. In a cross-sectional study of long-time viewers of four soap operas, we investigate negative consumer influences identified in prior research indicating that long exposure to negative role models is detrimental to personal life satisfaction, realistic assessment of what the world is like and achievement of reasonable goals. These influences are considered negative in that viewers who seek emotional satisfaction in parasocial attachments to characters accept images of passively subordinate women characters in attractive settings as ‘real’. Findings indicate the presence of negative response themes such as distorted views of television reality as the norm, aspiration to the possessions and lives seen on screen, disappointment at the viewers’ own lives in comparison, and substitution of soap relationships for real-world interactions. Additional research directions on soaps as a source of hidden persuasion are suggested on the part of advertising academics, practitioners and public policy makers.
56 citations
TL;DR: In this article , the authors analyzed data from a survey of 411 consumers using partial least squares-structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.
Abstract: PurposeThe emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).Design/methodology/approachThe present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.FindingsPLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.Originality/valueThe present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.
17 citations
TL;DR: Wang et al. as discussed by the authors found that viewers' parasocial response does not differ significantly between the two groups, while a significant direct effect signifies stronger PSIs with the virtual influencer, participants also attribute this persona with less mental human-likeness and similarity to themselves.
Abstract: Digitally created online celebrities (so-called virtual influencers) have appeared on various social media and video streaming platforms. While the scientific community has recently started to take an interest in this new phenomenon, it still remains mostly unclear how online audiences engage with—and relate to—these artificial digital creations. To address the identified research gap, we conducted a preregistered experiment ( N = 179), comparing viewers’ parasocial interactions (PSIs) with either a human or a virtual influencer. Based on natural stimuli, we find that viewers’ parasocial response does not differ significantly between the two groups. However, by focusing on several theoretically relevant mediator variables, we uncover two opposing effects at play: While a significant direct effect signifies stronger PSIs with the virtual influencer, participants also attribute this persona with less mental human-likeness and similarity to themselves—which ultimately suppresses the observed advantage. Potential explanations for our results are discussed.
16 citations
TL;DR: In this paper, the importance of social media for advertising and marketing has brought growing interest and investment into sponsored influencers, however, much is unknown about the effectiveness of influencers.
Abstract: The importance of social media for advertising and marketing has brought growing interest and investment into sponsored influencers. However, much is unknown about the effectiveness of influencers,...
16 citations
Cites background from "Keeping up with influencers: explor..."
...Parasocial interaction is defined as an imaginary psychological one-sided relationship developed by an individual as they encounter media figures such as celebrities, news hosts, sports players, and even influencers (Horton and Wohl 1956; Kim 2021; Shan, Chen, and Lin 2020)....
[...]
TL;DR: In this article , the authors identify ten ethical issues in the German influencer industry: autonomy, transparency, sincerity, truthfulness, caring, professionalism, reciprocity, respect, loyalty, and social responsibility.
10 citations
References
More filters
TL;DR: An integrative theoretical framework to explain and to predict psychological changes achieved by different modes of treatment is presented and findings are reported from microanalyses of enactive, vicarious, and emotive mode of treatment that support the hypothesized relationship between perceived self-efficacy and behavioral changes.
Abstract: The present article presents an integrative theoretical framework to explain and to predict psychological changes achieved by different modes of treatment. This theory states that psychological procedures, whatever their form, alter the level and strength of self-efficacy. It is hypothesized that expectations of personal efficacy determine whether coping behavior will be initiated, how much effort will be expended, and how long it will be sustained in the face of obstacles and aversive experiences. Persistence in activities that are subjectively threatening but in fact relatively safe produces, through experiences of mastery, further enhancement of self-efficacy and corresponding reductions in defensive behavior. In the proposed model, expectations of personal efficacy are derived from four principal sources of information: performance accomplishments, vicarious experience, verbal persuasion, and physiological states. The more dependable the experiential sources, the greater are the changes in perceived selfefficacy. A number of factors are identified as influencing the cognitive processing of efficacy information arising from enactive, vicarious, exhortative, and emotive sources. The differential power of diverse therapeutic procedures is analyzed in terms of the postulated cognitive mechanism of operation. Findings are reported from microanalyses of enactive, vicarious, and emotive modes of treatment that support the hypothesized relationship between perceived self-efficacy and behavioral changes. Possible directions for further research are discussed.
38,007 citations
"Keeping up with influencers: explor..." refers background in this paper
...…a model of the desired behavior, an individual forms an idea of how response components must be combined and sequenced to produce the new behavior’ (Bandura 1977, 35). vicarious learning, however, is not merely mimicry; rather, it constitutes a form of proven skills and a custom of culture that…...
[...]
...Perceived self-efficacy refers to ‘belief in one’s capabilities to organize and execute the course of action required to produce given levels of attainments’ (Bandura 1997, 3), and a strong sense of self-efficacy enhances goal achievement (Bandura 1977)....
[...]
...Bandura (1977) postulates that ‘by observing a model of the desired behavior, an individual forms an idea of how response components must be combined and sequenced to produce the new behavior’ (Bandura 1977, 35). vicarious learning, however, is not merely mimicry; rather, it constitutes a form of…...
[...]
TL;DR: A Monte Carlo study compared 14 methods to test the statistical significance of the intervening variable effect and found two methods based on the distribution of the product and 2 difference-in-coefficients methods have the most accurate Type I error rates and greatest statistical power.
Abstract: A Monte Carlo study compared 14 methods to test the statistical significance of the intervening variable effect. An intervening variable (mediator) transmits the effect of an independent variable to a dependent variable. The commonly used R. M. Baron and D. A. Kenny (1986) approach has low statistical power. Two methods based on the distribution of the product and 2 difference-in-coefficients methods have the most accurate Type I error rates and greatest statistical power except in 1 important case in which Type I error rates are too high. The best balance of Type I error and statistical power across all cases is the test of the joint significance of the two effects comprising the intervening variable effect.
8,629 citations
TL;DR: In this paper, the scope and range of ethnocentrism in group behavior is discussed. But the focus is on the individual and not on the group as a whole, rather than the entire group.
Abstract: INDIVIDUAL PROCESSES IN INTERGROUP BEHAVIOR 3 From Individual to Group Impressions 3 GROUP MEMBERSHIP AND INTERGROUP BEHAVIOR 7 The Scope and Range of Ethnocentrism 8 The Development of Ethnocentrism 9 Intergroup Conflict and Competition 12 Interpersonal and intergroup behavior 13 Intergroup conflict and group cohesion 15 Power and status in intergroup behavior 16 Social Categorization a d Intergroup Behavior 20 Social categorization: cognitions, values, and groups 20 Social categorization a d intergroup discrimination 23 Social identity and social comparison 24 THE REDUCTION FINTERGROUP DISCRIMINATION 27 Intergroup Cooperation and Superordinate Goals " 28 Intergroup Contact. 28 Multigroup Membership and "lndividualizat~’on" of the Outgroup 29 SUMMARY 30
6,550 citations
"Keeping up with influencers: explor..." refers background in this paper
...of the same gender, as evidenced by social identity theory (Tajfel 1982), so gen-...
[...]
...…the individual’s ideal image resulted in positive endorsement effects (shan, Chen, and Lin 2020). similarly, individuals might feel a stronger connection with an influencer of the same gender, as evidenced by social identity theory (Tajfel 1982), so gender-matching warrants further investigation....
[...]
TL;DR: In this article, it is shown that perceived behavioral control over performance of a behavior, though comprised of separable components that reflect beliefs about self-efficacy and about controllability, can nevertheless be considered a unitary latent variable in a hierarchical factor model.
Abstract: Conceptual and methodological ambiguities surrounding the concept of perceived behavioral control are clarified. It is shown that perceived control over performance of a behavior, though comprised of separable components that reflect beliefs about self-efficacy and about controllability, can nevertheless be considered a unitary latent variable in a hierarchical factor model. It is further argued that there is no necessary correspondence between self-efficacy and internal control factors, or between controllability and external control factors. Self-efficacy and controllability can reflect internal as well as external factors and the extent to which they reflect one or the other is an empirical question. Finally, a case is made that measures of perceived behavioral control need to incorporate self-efficacy as well as controllability items that are carefully selected to ensure high internal consistency.
Summary and Conclusions
Perceived control over performance of a behavior can account for consider- able variance in intentions and actions. However, ambiguities surrounding the concept of perceived behavioral control have tended to create uncertainties and to impede progress. The present article attempted to clarify conceptual ambiguities and resolve issues related to the operationalization of perceived behavioral control. Recent research has demonstrated that the overarching concept of perceived behavioral control, as commonly assessed, is comprised of two components: self-efficacy (dealing largely with the ease or difficulty of performing a behavior) and controllability (the extent to which performance is up to the actor). Contrary to a widely accepted view, it was argued that self-efficacy expectations do not necessarily correspond to beliefs about internal control factors, and that controllability expectations have no necessary basis in the perceived operation of external factors. Instead, it was suggested that self-efficacy and controllability may both reflect beliefs about the presence of internal as well as external factors. Rather than making a priori assumptions about the internal or external locus of self-efficacy and controllability, this issue is best treated as an empirical question.
Also of theoretical significance, the present article tried to dispel the notion that self-efficacy and controllability are incompatible with, or independent of, each other. Although factor analyses of perceived behavioral control items provide clear and consistent evidence for the distinction, there is sufficient commonality between self-efficacy and controllability to suggest a two-level hierarchical model. In this model, perceived behavioral control is the overarching, superordinate construct that is comprised of two lower-level components: self-efficacy and controllability. This view of the control component in the theory of planned behavior implies that measures of perceived behavioral control should contain items that assess self-efficacy as well as controllability. Depending on the purpose of the investigation, a decision can be made to aggregate over all items, treating perceived behavioral control as a unitary factor, or to distinguish between self-efficacy and controllability by entering separate indices into the prediction equation.
6,544 citations
"Keeping up with influencers: explor..." refers background or methods in this paper
...In health research specifically, Bandura’s social cognitive theory has served as a useful theoretical framework to explain how interventions help persuade people to change behavior or make healthy choices (Ajzen 2002; sparks, Guthrie, and shepherd 1997; Armitage and Conner 1999)....
[...]
...For this study, a perceived self-efficacy measure was adapted from studies that tested perceived self-efficacy on goal achievements in different goal-setting conditions (Ajzen 2002; sparks, Guthrie, and shepherd 1997; Armitage and Conner 1999)....
[...]
TL;DR: In this article, the authors present a model of how people develop and use persuasion knowledge to cope with persuasion attempts and discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves.
Abstract: In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.
2,914 citations
"Keeping up with influencers: explor..." refers background in this paper
...2017) because people tend to be defensive against persuasive episodes when they are aware of a communicator’s persuasive intent, leading them to form negative attitudes toward the communicator, according to the persuasion knowledge model (Friestad and Wright 1994; Wright, Friestad, and Boush 2005)....
[...]
...Apparently, brand mentions in posts activate advertising recognition, which negatively affects purchase intent, as evidenced by the persuasion knowledge model (Wright, Friestad, and Boush 2005; Friestad and Wright 1994; evans et al....
[...]