'You really are a great big sister' - parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate...

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Bibliographic Details
Published in:Journal of marketing management 2020-02, Vol.36 (3-4), p.279-298
Main Authors: Reinikainen, Hanna, Munnukka, Juha, Maity, Devdeep, Luoma-aho, Vilma
Format: Article
Language:English
Subjects:
Audiences
brand trust
Brands
Comments
Credibility
Influencer marketing
Marketing
parasocial relationship
Purchase intention
Social media
social media influencers
Social networks
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Summary:This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2019.1708781