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Para-social relationships with traditional, fictional and micro-celebrity endorsers: unveiling consumers behavioral and emotional impact

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Resumo:With the proliferation of social media, there is an increasing presence of media figures and celebrities online, ranging from 1) real human celebrities, termed traditional celebrities (e.g. Adele); 2) microcelebrities or influencers (e.g. someone with a large follower base on social media platforms) to 3) fictional celebrities (e.g. Harry Potter). This increasingly drives the development of PSRs. Yet while scholarship on PSRs continually expanded, its effectiveness on consumer behaviors in new media contexts and among different celebrity types has received little attention. To address this gap three complementary studies are conducted. The first two studies are quantitative, focusing on the impact of PSRs with micro and traditional celebrities on online source credibility, brand credibility, and purchase intention, specifically on Instagram. The third study is qualitative, focusing on the hedonic aspects of PSR with fictional celebrities, specifically in virtual environments. This research contributes to theory by providing a comprehensive understanding of PSRs with three celebrity types. Moreover, it validates Djafarova and Trofimenko’s (2019) online source credibility model and highlights the limitations of using the traditional Ohanian (1990) source credibility model in online contexts. Results show increasing similarities between micro-celebrities and traditional celebrities affecting the development of PSRs, perceived credibility, and purchase intentions. Furthermore, findings show how hedonic aspects of PSR with fictional celebrities in virtual contexts affect consumers’ well-being. These findings offer valuable marketing insights for practitioners and highlight the importance of ethical considerations.
Autores principais:Dib, Nadine Raif Kaissar
Assunto:Celebrity endorsements Credibility Hedonic consumption Para-social relationships Purchase intention Consumo hedónico Credibilidade Endossos de celebridades Intenção de compra Relações parassociais Ciências Sociais::Economia e Gestão
Ano:2024
País:Portugal
Tipo de documento:tese de doutoramento
Tipo de acesso:acesso embargado
Instituição associada:Universidade do Minho
Idioma:inglês
Origem:RepositóriUM - Universidade do Minho

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