YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-08-15 DOI:10.1177/10949968221102825
Valeria Penttinen, Robert Ciuchita, Martina Čaić
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引用次数: 9

Abstract

Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C reviews in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily on textual reviews. This article emphasizes the importance of C2C video reviews in influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity and self-disclosure are suggested as online communication techniques reviewers can use to foster parasocial interaction with their viewers in a single encounter. Parasocial interaction is further established as a psychological mechanism that underlines the impacts of interactivity and self-disclosure on source credibility, leading to improved consumer purchase intentions. The authors also propose that strong parasocial interaction with reviewers exerts a particularly powerful influence on the purchase decisions of consumers who experience low levels of decision confidence, while arguing for the importance of C2C video reviews in guiding the decisions of various consumer groups. Research recommendations reveal how managers can encourage consumers to create and share video reviews on different platforms and offer guidance on the ways companies can foster parasocial interaction through firm-related marketing communications.
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在你购买它之前YouTube:在消费者对消费者的视频评论中副社交互动的作用
消费者对消费者(C2C)在线评论是帮助消费者决定购买哪些产品和服务的重要信息来源。尽管视频格式的C2C评论(例如在YouTube上)越来越受欢迎,但研究仍然主要集中在文本评论上。本文强调了C2C视频评论在通过准社会互动影响消费者结果方面的重要性,这是一种与评论人的特殊联系,尽管是片面的。建议将互动性和自我揭露作为在线交流技术,供评论者在一次会面中与观众进行准社交互动。准社会互动被进一步确立为一种心理机制,强调互动和自我披露对来源可信度的影响,从而改善消费者的购买意愿。作者还提出,与评论者的强烈准社会互动对决策信心水平较低的消费者的购买决策产生了特别强大的影响,同时认为C2C视频评论在指导各种消费者群体决策方面的重要性。研究建议揭示了管理者如何鼓励消费者在不同平台上创建和分享视频评论,并就公司如何通过与公司相关的营销传播促进准社会互动提供指导。
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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