Conclusions and study’s implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Social media interactions among endorsers lead to self-disclosure and higher trust among consumers | Brand credibility and loyalty only happen when the endorser can build trust and parasocial relationships through good online social media presence and self-disclosure |
| Self-disclosure of endorsers results in parasocial relationships, which leads to consumers’ trust. | |
| Self-disclosure serves as a mediator on the link between social media interactions and parasocial relationships | Constant engagement between consumers and celebrities, regardless of the information shared, develops into an intimate connection between the two parties, thus, boosting celebrities as a trustworthy source |
| When endorsers’ trustworthiness is established, brand credibility rises, leading to brand loyalty | The massive influence of social media and the admiration of consumers for international celebrity endorsers can translate to brand credibility and loyalty if suitable marketing campaigns are implemented |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Social media interactions among endorsers lead to self-disclosure and higher trust among consumers | Brand credibility and loyalty only happen when the endorser can build trust and parasocial relationships through good online social media presence and self-disclosure |
| Self-disclosure of endorsers results in parasocial relationships, which leads to consumers’ trust. | |
| Self-disclosure serves as a mediator on the link between social media interactions and parasocial relationships | Constant engagement between consumers and celebrities, regardless of the information shared, develops into an intimate connection between the two parties, thus, boosting celebrities as a trustworthy source |
| When endorsers’ trustworthiness is established, brand credibility rises, leading to brand loyalty | The massive influence of social media and the admiration of consumers for international celebrity endorsers can translate to brand credibility and loyalty if suitable marketing campaigns are implemented |
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