YouTube influencer marketing through parasocial interaction: a dyadic perspective

IF 9.6 2区管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2024-08-05 DOI:10.1108/jrim-02-2024-0112

Chih-Ping Chen

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Abstract

Purpose

Social media influencers (SMIs) have become vital components of interactive marketing to promote beauty-endorsed products. However, there are three major research gaps in the literature on influencer marketing. This research aimed to fill these gaps by integrating the stimulus-organism-response (SOR) model with theories of source credibility and parasocial interaction (PSI).

Design/methodology/approach

A qualitative method was used to gain a deep understanding of the Korean beauty field in YouTube influencer marketing.

Findings

The data showed that YouTube influencer marketing is an ongoing PSI process that conforms to the extended SOR model. This model was based on four concepts: stimulus, which was the SMIs’ source credibility; organism, which was the followers’ perceptions of homophily/relevance to the SMIs in PSIs; response, which was the desire to imitate and engage in impulse buying behavior, and management, which was the parasocial trust friendship and/or relationship.

Originality/value

This study expands the new concept into the existing SOR model and releases an insight into ongoing PSIs in YouTube influencer marketing.

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通过寄生社会互动进行 YouTube 有影响力者营销：二元视角

目的社交媒体影响者（SMIs）已成为互动营销中推广美容产品的重要组成部分。然而，关于影响者营销的文献中存在三大研究空白。本研究旨在通过将刺激-有机体-反应（SOR）模型与来源可信度和寄生社会互动（PSI）理论相结合来填补这些空白。该模型基于四个概念：刺激，即 SMIs 的来源可信度；有机体，即追随者对 PSI 中 SMIs 的同质性/相关性的感知；反应，即模仿欲望和冲动购买行为；管理，即寄生社会信任友谊和/或关系。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.