单相思?关于与社交媒体影响者的寄生性接触的混合方法研究

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
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引用次数: 0

摘要

企业越来越多地利用社交媒体上的有影响力者来与消费者互动并推广自己的产品。然而,尽管对这些寄生社会关系的研究兴趣与日俱增,但寄生社会参与的本质尚未被全面概念化。本研究将以往的研究整合到了一个包含认知处理、情感和行为三个维度的寄生社会参与框架中。研究采用了一种混合方法:对 117 项研究(共 47 647 名受访者)进行元分析,以及对 25 个访谈进行探索性定性研究。通过确定影响者的特征(即专业知识、可信度、社会吸引力、外貌吸引力和一致性)作为该结构的关键要素,扩展了目前对寄生社会参与的描述。研究结果证实,寄生社交参与的各个维度共同与品牌联想和购买意向相关,而且寄生社交参与对购买意向的影响取决于产品特征(即参与度和购买频率)和内容类型(即图片与视频)。我们讨论了这些发现的理论和管理意义,并提出了未来研究的议程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Unrequited love? A mixed-methods study of parasocial engagement with social media influencers

Companies increasingly use social media influencers to engage with consumers and to promote their products. However, despite growing research interest in these parasocial relationships, the nature of parasocial engagement has not yet been comprehensively conceptualized. This study integrated previous studies within a parasocial engagement framework with three dimensions: cognitive processing, affection, and behavior. It used a mixed-methods approach: a meta-analysis of 117 studies with a total of 47,647 respondents and an exploratory qualitative study of 25 interviews. Current accounts of parasocial engagement were extended by identifying influencer characteristics (i.e., expertise, trustworthiness, social attractiveness, physical attractiveness, and congruence) as key elements of the construct. The study findings confirmed that the dimensions of parasocial engagement are collectively related to brand associations and purchase intentions, and that the impact of parasocial engagement on purchase intention is dependent on the product characteristics (i.e., involvement and purchase frequency) and the content type (i.e., picture vs. video). Theoretical and managerial implications of these findings are discussed, and an agenda for future research is proposed.

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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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