 Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentionsKarina Sokolova and Hajer Kefi Journal of Retailing and Consumer Services, 2020, vol. 53, issue C Abstract: Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social and physical attractiveness and attitude homophily. We base our research on four beauty influencers popular in France and control our results by the age of the participants and by the influencer. We find that attitude homophily is positively related to PSI but, surprisingly, the physical attractiveness shows negative relationship or no evidence of relationship. Both credibility of the influencers and PSI exhibit significant and positive relationships to purchase intention. Keywords: Parasocial interaction; Credibility; Purchase Intention; Social networks; Influencer; Beauty Brands; Persuasion; Communicator (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698918307963 DOI: 10.1016/j.jretconser.2019.01.011 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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