Conclusions and theoretical and managerial implications
| Key conclusions | Theoretical and managerial implications |
|---|---|
| PSI significantly enhances both vicarious expression and eWOM, which act as primary mechanisms in triggering the bandwagon effect | The research contributes to parasocial relationship theory by distinguishing PSI from long-term parasocial relationships and socio-emotional ties, clarifying its role in online consumer behaviour |
| Vicarious expression experiences positively influence consumer attitudes, making influencer-driven product demonstrations more persuasive Vicarious expression and eWOM fully and parallelly mediate the relationship between PSI and the bandwagon effect, strengthening consumer engagement | The study provides an integrated framework for how influencers activate collective consumer endorsement, aiding future research in influencer marketing and online retail |
| Gender differences significantly impact how PSIs influence vicarious expression, with female audiences being particularly responsive to this relationship, highlighting opportunities for gender-specific marketing strategies | The study enriches literature by conducting multigroup analysis to highlight gender-based differences in PSI-driven consumer engagement |
| The synergy between PSI, vicarious expression and eWOM fosters the bandwagon effect, driving widespread consumer endorsement | Brands should collaborate with high-PSI influencers to enhance brand credibility and leverage authentic engagement to drive consumer behaviour |
| Online retailers can use PSI-driven product demonstrations to improve consumer confidence, reducing return rates and logistical losses | |
| Cross-platform strategies can enhance brand reach, encouraging consumers to share company-generated content, thereby amplifying brand recognition |
| Key conclusions | Theoretical and managerial implications |
|---|---|
| The research contributes to parasocial relationship theory by distinguishing | |
| Vicarious expression experiences positively influence consumer attitudes, making influencer-driven product demonstrations more persuasive Vicarious expression and eWOM fully and parallelly mediate the relationship between | The study provides an integrated framework for how influencers activate collective consumer endorsement, aiding future research in influencer marketing and online retail |
| Gender differences significantly impact how PSIs influence vicarious expression, with female audiences being particularly responsive to this relationship, highlighting opportunities for gender-specific marketing strategies | The study enriches literature by conducting multigroup analysis to highlight gender-based differences in PSI-driven consumer engagement |
| The synergy between PSI, vicarious expression and eWOM fosters the bandwagon effect, driving widespread consumer endorsement | Brands should collaborate with high-PSI influencers to enhance brand credibility and leverage authentic engagement to drive consumer behaviour |
| Online retailers can use PSI-driven product demonstrations to improve consumer confidence, reducing return rates and logistical losses | |
| Cross-platform strategies can enhance brand reach, encouraging consumers to share company-generated content, thereby amplifying brand recognition |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.