The purpose of this study is to examine the role of interaction-based features of social media reviewing channels and vloggers’ self-disclosure in consumers’ parasocial interaction with vloggers.
The study was conducted using an online survey, and data was collected using Amazon MTurk. The respondents were asked to think of an online reviewing channel that they watch regularly and subsequently responded to a series of questions. The analysis was conducted using structural equation modeling via AMOS.
Both channel interactivity and vloggers’ self-disclosure displayed a positive impact on consumers’ parasocial interaction with vloggers, which eventually led to perceived trustworthiness, brand identification, communal–brand connection with the channel, purchase intention toward the recommended products and willingness to pay a premium price for extra services.
Future research can examine the robustness of the findings by using a sample of internet users who are similar in terms of frequency, enthusiasm and duration of active usage.
Marketing managers can benefit from the findings of this study by understanding the dynamics of how influencers shape consumer perception and behavior. Owners of reviewing channels can gain insight on how to strengthen their bond with their viewers.
