Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2019 Annual Conference


Parasocial Relationships and Instagram Celebrities
(A2019-8411)

Published: May 28, 2019

AUTHORS

Sarah Dodds, Massey University; Alexandra Hess, Massey University; Nadia Rahman, Massey University

KEYWORDS

celebrity endorsement; Instagram; parasocial relationship

ABSTRACT

In this research we investigate the impact of celebrity product endorsement on Instagram and its effects on consumers’ purchase likelihood. In particular, we examine how consumers react to traditional compared to non-traditional (i.e. Instagram) celebrities depending on consumers’ perception of their parasocial relationship towards the celebrity. We propose a moderated mediation model with parasocial relationship as moderator and credibility as mediator. Consistent with our model, across two product brands using an online experiment, we find that a strong parasocial relationship is paramount for Instagram celebrities, yet less critical for traditional celebrities (in terms of moving consumers to purchase). Further, a weak parasocial relationship with Instagram celebrities can be detrimental, but has little impact on traditional celebrities. We find that this effect is mediated by the perceived celebrity credibility. Implications for brand managers utilising celebrities for product endorsement are discussed.