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Journal Articles

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

Nicky Chang Bi, Ruonan Zhang
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2023) 17 (2): 157–175.
https://doi.org/10.1108/JRIM-08-2021-0214
Published: 25 February 2022
... of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs). Design/methodology/approach The researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling...
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Journal Articles

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Fernanda Polli Leite, Paulo de Paula Baptista
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2022) 16 (3): 420–437.
https://doi.org/10.1108/JRIM-05-2020-0111
Published: 21 September 2021
... to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships. Design/methodology/approach The scale was developed through item generation, purification, and validation. First, items were generated from existing scales and revised based on feedback provided...
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