Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type
Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiv...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-11-01
|
| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/4/156 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850102820816027648 |
|---|---|
| author | Wanqi Gong Wenqing Ye Shubin Yu |
| author_facet | Wanqi Gong Wenqing Ye Shubin Yu |
| author_sort | Wanqi Gong |
| collection | DOAJ |
| description | Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiveness of celebrity endorsement within the social media landscape. The results derived from an online experiment unveil the positive impact of parasocial interaction on consumers’ attitudes and purchase intention. Notably, the potency of PSI is enhanced when product placement is prominent. The results also uncover the crucial role of brand recall as a mediator in the relationship between parasocial interaction and endorsement outcomes. These findings shed light on the underlying mechanisms governing the influence of parasocial interaction and social media celebrity types in the realm of social media endorsement while also providing valuable insights into the moderating role of product placement. From a practical standpoint, the results underscore the critical importance of carefully selecting celebrity endorsers and strategically positioning products. Armed with this knowledge, marketers and advertisers can better explore the complex landscape of social media endorsement with greater efficacy and precision. |
| format | Article |
| id | doaj-art-4aeb74c1c9904e699abd1116772749f1 |
| institution | DOAJ |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-4aeb74c1c9904e699abd1116772749f12025-08-20T02:39:40ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-11-011943214322810.3390/jtaer19040156Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer TypeWanqi Gong0Wenqing Ye1Shubin Yu2School of Journalism & Communication, Guangdong University of Foreign Studies, Guangzhou 510420, ChinaSchool of Journalism & Communication, Guangdong University of Foreign Studies, Guangzhou 510420, ChinaDepartment of Communication and Culture, BI Norwegian Business School, 0484 Oslo, NorwaySocial media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiveness of celebrity endorsement within the social media landscape. The results derived from an online experiment unveil the positive impact of parasocial interaction on consumers’ attitudes and purchase intention. Notably, the potency of PSI is enhanced when product placement is prominent. The results also uncover the crucial role of brand recall as a mediator in the relationship between parasocial interaction and endorsement outcomes. These findings shed light on the underlying mechanisms governing the influence of parasocial interaction and social media celebrity types in the realm of social media endorsement while also providing valuable insights into the moderating role of product placement. From a practical standpoint, the results underscore the critical importance of carefully selecting celebrity endorsers and strategically positioning products. Armed with this knowledge, marketers and advertisers can better explore the complex landscape of social media endorsement with greater efficacy and precision.https://www.mdpi.com/0718-1876/19/4/156parasocial interactioncelebrity endorsementmicro-influencerproduct placementbrand recall |
| spellingShingle | Wanqi Gong Wenqing Ye Shubin Yu Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type Journal of Theoretical and Applied Electronic Commerce Research parasocial interaction celebrity endorsement micro-influencer product placement brand recall |
| title | Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type |
| title_full | Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type |
| title_fullStr | Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type |
| title_full_unstemmed | Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type |
| title_short | Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type |
| title_sort | facilitating endorsement efficacy the interplay of parasocial interaction product placement and influencer type |
| topic | parasocial interaction celebrity endorsement micro-influencer product placement brand recall |
| url | https://www.mdpi.com/0718-1876/19/4/156 |
| work_keys_str_mv | AT wanqigong facilitatingendorsementefficacytheinterplayofparasocialinteractionproductplacementandinfluencertype AT wenqingye facilitatingendorsementefficacytheinterplayofparasocialinteractionproductplacementandinfluencertype AT shubinyu facilitatingendorsementefficacytheinterplayofparasocialinteractionproductplacementandinfluencertype |