基于社交媒体影响者的营销中的副社会互动:SEM方法

IF 4.1 Q2 BUSINESS
Arijit Bhattacharya
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引用次数: 8

摘要

社交媒体网红营销作为一种影响目标客户的新型传播渠道,已经引起了品牌商的关注。在影响者与追随者的互动过程中,后者表现出副社会互动(PSI),即追随者对影响者的片面情感依恋,这可能会影响营销的盈利结果。在此背景下,本研究旨在利用结构建模方法假设并实证检验具有前因由、结果和性别调节作用的PSI概念模型。总的来说,研究结果支持现有文献;然而,性别的作用产生了相反的结果。本研究有助于社交媒体领域PSI的知识创造。讨论了研究对学者和管理者的启示,以及局限性和未来的发展方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach
Abstract Social media influencer-based marketing has caught the attention of brands as a new communication channel to influence target customers. During the interaction between influencer and followers, the latter display parasocial interaction (PSI)—a one-sided emotional attachment style of the followers to the influencer which may influence profitable marketing outcomes. In this context, this study aims to hypothesize and empirically test a conceptual model of PSI with antecedents, outcomes, and the moderating role of gender using a structural modeling approach. Findings of the study, in general, support the extant literature; however, the role of gender produces a contrary result. The research contributes to knowledge creation in PSI in the social media domain. Research implications for both academicians and managers along with limitations and future directions are discussed.
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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