Parasocial relationship effects on customer equity in the social media context

Chun Lin Yuan, Juran Kim and Sang Jin Kim

Journal of Business Research, 2016, vol. 69, issue 9, 3795-3803

Abstract: This study clarifies the concept of customer equity in today's social media landscape. The study shows: (1) motivation to use social network services (SNS) and celebrity source credibility positively affect parasocial relationships; (2) parasocial relationships positively affect attitudes toward using SNS; (3) parasocial relationships positively affect customer equity drivers; and (4) customer equity drivers positively affect customer lifetime value. A survey of 350 social media users recruited from Hong Kong and Macau in China is used to investigate key questions about parasocial relationships, customer equity drivers, and customer lifetime value. The theoretical model for customer equity in the social media context offers implications for marketing practitioners.

Keywords: Customer equity; Customer equity drivers; Customer lifetime value; Parasocial relationships; Social media (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (30)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3795-3803

DOI: 10.1016/j.jbusres.2015.12.071

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