“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

PurposeInfluencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationsh...

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Bibliographic Details
Published in:Journal of research in interactive marketing 2023-03, Vol.17 (2), p.157-175
Main Authors: Bi, Nicky Chang, Zhang, Ruonan
Format: Article
Language:English
Subjects:
Attitudes
Celebrities
Collaboration
Communication
Consumers
Credibility
Customers
Endorsements
Friendship
Influence
Influencer marketing
Investigations
Market strategy
Marketing
Perceptions
Product reviews
Purchase intention
Self esteem
Social networks
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