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The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness

2024-02-19Journal article Restricted access
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dc.contributor.authorFerreira, Alcina Gaspar
dc.contributor.authorCrespo, Cátia Fernandes
dc.contributor.authorRibeiro, Fábio Matos
dc.contributor.authorBarreiros, Patrícia
dc.date.accessioned2024-02-23T14:47:49Z
dc.date.embargo2025-08-19
dc.date.issued2024-02-19
dc.descriptionThe work was supported by the Fundação para a Ciência e a Tecnologia [UIDB/04928/2020].pt_PT
dc.description.abstractRegarding the popularity of social media platforms among consu- mers, influencer marketing is increasingly present in brands’ com- munication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emo- tional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower- influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationFerreira, A. G., Crespo, C. F., Ribeiro, F. M., & Barreiros, P. (2024). The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness. Journal of Marketing Communications, 1-25.pt_PT
dc.identifier.doihttps://doi.org/10.1080/13527266.2024.2318696pt_PT
dc.identifier.eissn1466-4445
dc.identifier.urihttp://hdl.handle.net/10400.8/9480
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherRoutledgept_PT
dc.relationCentre of Applied Research in Management and Economics
dc.relation.publisherversionhttps://www.tandfonline.com/doi/full/10.1080/13527266.2024.2318696pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/pt_PT
dc.subjectSocial media influencerspt_PT
dc.subjectParasocial interaction;pt_PT
dc.subjectAdmirationpt_PT
dc.subjectPerceived similaritypt_PT
dc.subjectEmotional closenesspt_PT
dc.subjectExpression of positive feelingspt_PT
dc.titleThe social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectivenesspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage25pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleJournal of Marketing Communicationspt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameGaspar Ferreira
person.familyNameCrespo
person.familyNameMatos Ribeiro
person.givenNameAlcina
person.givenNameCátia Fernandes
person.givenNameFábio Alexandre
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.ciencia-id0615-6420-EC94
person.identifier.ciencia-idF41A-F3FA-1C32
person.identifier.orcid0000-0002-5119-5827
person.identifier.orcid0000-0003-2886-7370
person.identifier.orcid0009-0009-0682-6069
person.identifier.scopus-author-id56072058400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication04f923dd-4270-4336-b526-5c0e2c170de1
relation.isAuthorOfPublication99788e3e-3e04-4f90-a511-7ee6c6f2dd78
relation.isAuthorOfPublicationa16aa9e8-429b-4fb9-9249-a93b39b7c4f9
relation.isAuthorOfPublication.latestForDiscovery99788e3e-3e04-4f90-a511-7ee6c6f2dd78
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