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 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2019 Annual Conference


Taking Advice from Your Popular Friend – The Influence of Parasocial Interaction and Number of Followers on Brand Attitude and Brand Purchase Intentions on Instagram
(A2019-8387)

Published: May 28, 2019

AUTHORS

Anja Collenberg, ZHAW School of Management and Law ; Pia Furchheim, ZHAW School of Management and Law; Bettina Beurer-Züllig , ZHAW School of Management and Law

KEYWORDS

influencer marketing; parasocial interaction theory; opinion leader

ABSTRACT

The growing popularity of social media platforms has boosted the effects of peer recommendations. A major challenge that brands face is how to identify the right influencer. Oftentimes, companies refer to the number of followers as a proxy for ascribed opinion leadership. However, contrary to the general rule of thumb, this paper shows that more important than the number of followers is whether an influencer creates parasocial interaction with his followers. Across two studies this paper demonstrates that parasocial interaction impacts consumers’ brand attitudes and subsequently purchase intention. Moreover, it shows that the number of followers only had a marginal significant effect on purchase intention.