Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness

Sakib, Nazmus; Zolfagharian, Mohammadali; Yazdanparast, Atefeh

doi:10.1016/j.jretconser.2019.01.002

Cited by 127 publications

(102 citation statements)

References 105 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The first and most common research theme in the extant literature deals with the characteristics of SMIs and how they impact on consumer outcomes. Many scholars consider the success of IM within social media settings as a result of high perceived credibility (e.g., Al‐Emadi & Yahia, 2020; Munnukka et al., 2019; Reinikainen et al., 2020; Sakib et al., 2020; Sokolova & Kefi, 2020). Most notably, Fink et al.…”

Section: Thematic Analysismentioning

confidence: 99%

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Vrontis

Makrides

Christofi

et al. 2021

Int J Consumer Studies

552

357

View full text Add to dashboard Cite

Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. In light of the pivotal role of SMIs on the consumer decision journey and as this research domain is still developing, a comprehensive and critical overview of extant research on this topic is sorely needed. In response, this paper is the first to consolidate the present state of research on IM within social media settings. More specifically, a systematic review of relevant studies published in peer‐reviewed academic journals across diverse fields was conducted in order to identify key themes and dominant concepts. The analysis of 68 articles from 29 Chartered Association of Business Schools‐ranked journals forges a robust understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of SMIs and their influential power in shaping consumer attitudes and behaviour. Based on the analysis, an integrative multidimensional framework is presented that considers antecedents, mediators and moderators of potential outcomes, as well as contextual factors that translate into consumer behaviour. In so doing, various research gaps are identified and avenues for future research are proposed that reflect important emerging areas and unexplored realms with reference to theory, context and methodology. Conclusively, implications of this study for theory and practice are discussed.

show abstract

Section: Thematic Analysismentioning

confidence: 99%

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Vrontis

Makrides

Christofi

et al. 2021

Int J Consumer Studies

552

357

View full text Add to dashboard Cite

show abstract

“…This approach focuses on the sociocultural influence of celebrities and the psychological processes impacting consumer perceptions. The majority of research on parasocial relationship has been conducted inside the communications discipline and functioned as a foundation on which one‐sided interpersonal relationships that viewers establish with celebrities in TV, radio, and other media could be explained (Sakib, Zolfagharian, & Yazdanparast, ). Thus, endorsements by celebrities with whom consumers have developed parasocial relationships are expected to be more effective.…”

Section: Literature Reviewmentioning

confidence: 99%

“…More specifically, as parasocial relationships are established and feelings of connectedness to celebrities are experienced, consumers may appreciate the values of the celebrities and even view them as counselors and influencers (Brown & Basil, ), seek guidance from them, and follow their advice (Grant, Guthrie, & Ball‐Rokeach, ). Moreover, by purchasing products recommended by their favorite celebrity or showing compliance with their promoted behaviors, consumers may try to affirm their relationship with and to demonstrate loyalty to that media personality (Russell et al, ; Sakib et al, ). Thus, the more connected one is toward the celebrity, the more receptive one is toward a message endorsed by the celebrity.…”

Section: Literature Reviewmentioning

confidence: 99%

Investigating the marketing impact of consumers’ connectedness to celebrity endorsers

Tran

Yazdanparast

Strutton

2019

Psychology and Marketing

Self Cite

View full text Add to dashboard Cite

Consumers enjoy following famous media personalities, discovering details about their habits, food preferences, or designer brands that they wear. Consumers model their consumption behaviors based on their favorite celebrities' preferences. Marketers are aware of such celebrity admiration and frequently use celebrities as part of marketing communication strategies. Grounded in parasocial relationship and social connectedness theories, this study tests a model of connectedness to the celebrity, attitude toward the celebrity, receptivity toward the celebrity-endorsed message, and purchase intentions of the celebrity-endorsed market offering. These relationships were investigated using structural equation modeling. The findings indicate an individual's level of connectedness to their favorite celebrity is positively linked with both their receptivity toward the celebrity-endorsed message and purchase intentions of the celebrity-endorsed market offering. On the theoretical side, the integration of parasocial relationship and social connectedness theories explain the processes through which celebrity endorsements impact consumers'attitudes and behaviors. On the practical side, the findings suggest marketers should carefully choose the best celebrity endorsers for advertisements after considering how constituents from within their key target markets are likely to connect with the chosen celebrity. However, beyond consumers' connectedness to the celebrity, the findings also suggest that receptivity toward the celebrity-endorsed message is an essential link to purchase intentions of the endorsed offering. K E Y W O R D S attitude toward endorser, celebrity endorser, connectedness, parasocial relationships, purchase intentions, receptivity toward message, social connectedness

show abstract

“…Nevertheless, when it comes to analyzing mediation or conditional process models with constructs, some researchers augment their SEM studies with separate regression analyses using Hayes’s (2018) PROCESS macro for SPSS or SAS (e.g., Finoti et al, 2017; Giovanis, 2016; Giovanis et al, 2015; Gong, 2018; Sakib et al, 2020). This duality in methods is surprising considering that numerous studies have contrasted SEM and regression-based mediation analyses on both conceptual and empirical grounds (e.g., Hayes et al, 2017; Iacobucci et al, 2007; Pek & Hoyle, 2016).…”

Section: Introductionmentioning

confidence: 99%

Beyond a tandem analysis of SEM and PROCESS: Use of PLS-SEM for mediation analyses!

Sarstedt

Hair

Nitzl

et al. 2020

International Journal of Market Research

401

258

View full text Add to dashboard Cite

Mediation and conditional process analyses have become popular approaches for examining the mechanisms by which effects operate and the factors that influence them. To estimate mediation models, researchers often augment their structural equation modeling (SEM) analyses with additional regression analyses using the PROCESS macro. This duality is surprising considering that research has long acknowledged the limitations of regression analyses when estimating models with latent variables. In this article, we argue that much of the confusion regarding SEM’s efficacy for mediation analyses results from a singular focus on factor-based methods, and there is no need for a tandem use of SEM and PROCESS. Specifically, we highlight that composite-based SEM methods overcome the limitations of both regression and factor-based SEM analyses when estimating even highly complex mediation models. We further conclude that composite-based SEM methods such as partial least squares (PLS-SEM) are the preferred and superior approach when estimating mediation and conditional process models, and that the PROCESS approach is not needed when mediation is examined with PLS-SEM.

show abstract

Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness

Cited by 127 publications

References 105 publications

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Social media influencer marketing: A systematic review, integrative framework and future research agenda

Investigating the marketing impact of consumers’ connectedness to celebrity endorsers

Beyond a tandem analysis of SEM and PROCESS: Use of PLS-SEM for mediation analyses!

Contact Info

Product

Resources

About