Entrepreneurs as influencers: the impact of parasocial interactions on communication outcomes

IF 2 Q3 BUSINESS
C. Rudeloff, Julius Damms
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引用次数: 2

Abstract

Purpose Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication activities of influential entrepreneurs on social media, the emergence of parasocial interactions (PSIs) and the related communication outcomes for the company. Design/methodology/approach This paper conducted an online survey, recruiting 207 participants via purposive sampling. Partial least square path modeling and an independent t-test were conducted to test hypotheses. Findings The results of this paper show that following entrepreneurs’ personal social media activities amplifies PSIs, which in turn positively impact the company's communication outcomes. Organization–public relationships and purchase intentions are improved by PSI. Originality/value To the best of the authors’ knowledge, this is one of the first studies that connects the personal and the organizational level in exploring entrepreneurial marketing. The results show that Elon Musk acts as an influential entrepreneur to effectively promote communication outcomes for Tesla. This paper illuminates the potential of entrepreneurs’ personal social media activities to support the success of their ventures.
企业家作为影响者:副社会互动对沟通结果的影响
本文以汽车制造商特斯拉及其早期投资者埃隆·马斯克为例,探讨有影响力的企业家在社交媒体上的个人传播活动、社交互动(PSIs)的出现和公司相关传播结果之间的联系。设计/方法/方法本文进行了一项在线调查,通过有目的抽样招募了207名参与者。采用偏最小二乘路径模型和独立t检验对假设进行检验。本文的研究结果表明,跟随企业家的个人社交媒体活动放大了psi,这反过来又对公司的传播结果产生了积极的影响。PSI改善了组织-公众关系和购买意愿。原创性/价值据作者所知,这是在探索创业营销时将个人和组织层面联系起来的首批研究之一。结果表明,埃隆·马斯克作为一个有影响力的企业家,有效地促进了特斯拉的沟通结果。本文阐明了企业家的个人社交媒体活动支持其企业成功的潜力。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.00
自引率
36.80%
发文量
23
期刊介绍: The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies
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