Vlog and brand evaluations: the influence of parasocial interaction
Sign Up to like & getrecommendations! Published in 2019 at "Asia Pacific Journal of Marketing and Logistics"
DOI: 10.1108/apjml-01-2018-0021
Abstract: Purpose The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand… read more here.
Keywords: brand evaluations; brand; parasocial interaction; vlog brand ... See more keywords
Look me in the eyes: How direct address affects viewers’ experience of parasocial interaction and credibility?
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DOI: 10.1177/14648849231169886
Abstract: This study examines whether viewers’ parasocial interaction with a journalist affects the credibility of the journalist and the credibility of the news message, as well as whether the journalist’s direct or indirect address triggers this… read more here.
Keywords: address; credibility; parasocial interaction; news ... See more keywords
COVID-19 messages in sponsored social media posts: The positive impact of influencer-brand fit and prior parasocial interaction
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DOI: 10.1371/journal.pone.0276143
Abstract: This study explores the dissemination potential of a COVID-19 message embedded in a sponsored social media post. The moderating role of prior parasocial interaction and influencer-brand fit were considered. 365 respondents participated in the study.… read more here.
Keywords: interaction; social media; parasocial interaction; prior parasocial ... See more keywords
The impact of parasocial interaction toward prospective students' intention to enrol in a university and share information through electronic word-of-mouth
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DOI: 10.1504/ijbir.2020.104813
Abstract: Nowadays, fierce competition among universities in acquiring prospective students is driving universities to make changes in their marketing activities. Inspired by the concept of parasocial interaction, the authors researched whether parasocial interaction could be used… read more here.
Keywords: intention enrol; prospective students; parasocial interaction; interaction ... See more keywords
How nostalgic taste on the screen stimulates the consumption of time-honoured restaurants: The mediation role of parasocial interaction
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DOI: 10.3389/fpsyg.2022.1062315
Abstract: As a unique cultural asset, time-honoured restaurants carry the crystallisation of traditional cuisine and the spirit of artisanship with an inestimable value. Nostalgia is a characteristic element of time-honoured restaurants and the central theme of… read more here.
Keywords: time; time honoured; parasocial interaction; nostalgic taste ... See more keywords
Interactivity in learning instructional videos: Sending danmaku improved parasocial interaction but reduced learning performance
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DOI: 10.3389/fpsyg.2022.1066164
Abstract: Introduction The instructional video is considered to be one of the most distinct and effective virtual learning tools. However, one of its biggest drawbacks is the lack of social interaction that occurs. This study tested… read more here.
Keywords: interaction; parasocial interaction; learning performance; sending danmaku ... See more keywords