國立虎尾科技大學 |

Instagram and Influencer Marketing : = An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Instagram and Influencer Marketing :/
其他題名:	An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.
作者:	Chumley, Caroline.
面頁冊數:	1 online resource (59 pages)
附註:	Source: Masters Abstracts International, Volume: 85-12.
Contained By:	Masters Abstracts International85-12.
標題:	Journalism. -
電子資源:	click for full text (PQDT)
ISBN:	9798382791555

Instagram and Influencer Marketing : = An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.
Chumley, Caroline.

Instagram and Influencer Marketing :An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention. - 1 online resource (59 pages)

Source: Masters Abstracts International, Volume: 85-12.

Thesis (M.A.)--University of Arkansas, 2024.

Includes bibliographical references

Scholars have studied different factors that contribute to a parasocial interaction theory, and how this relates to purchase intention in the marketing industry. Previous research concentrates on parasocial interactions between television personalities and consumers, rather than influencers on social media. It is important to determine exactly what factors lead consumers to create a parasocial interaction with influencers in the media and determine how that parasocial interaction mediates purchase intention. Influencer marketing on Instagram is included in this study, as it contains brand-sponsored posts and allows users to interact with each other. This study utilizes the parasocial interaction model to determine if perceived similarities, perceived physical and social attractiveness, and perceived authenticity of the influencer will increase a parasocial interaction, and if that parasocial interaction mediates purchase intention. This study is significant to the advertising industry and influencers on social media, to better enhance their brand and marketing strategies. Through a comprehensive questionnaire about social media usage and influencer marketing, this study of 143 Instagram users and influencer advertisement purchasers was able to associate perceived similarities, perceived physical and social attractiveness, and perceived authenticity with purchase intention through a parasocial interaction.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382791555Subjects--Topical Terms:

659797
Journalism.
Subjects--Index Terms:

Influencer marketingIndex Terms--Genre/Form:

554714
Electronic books.

Instagram and Influencer Marketing : = An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.
LDR:02796ntm a22003857 4500 001 1148050
005 20240916070013.5
006 m o d
007 cr bn ---uuuuu
008 250605s2024 xx obm 000 0 eng d
020 $a 9798382791555
035 $a (MiAaPQ)AAI31242264
035 $a AAI31242264
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Chumley, Caroline. $3 1473929
245 1 0 $a Instagram and Influencer Marketing : $b An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.
264 0 $c 2024
300 $a 1 online resource (59 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 85-12.
500 $a Advisor: Hu, Sisi.
502 $a Thesis (M.A.)--University of Arkansas, 2024.
504 $a Includes bibliographical references
520 $a Scholars have studied different factors that contribute to a parasocial interaction theory, and how this relates to purchase intention in the marketing industry. Previous research concentrates on parasocial interactions between television personalities and consumers, rather than influencers on social media. It is important to determine exactly what factors lead consumers to create a parasocial interaction with influencers in the media and determine how that parasocial interaction mediates purchase intention. Influencer marketing on Instagram is included in this study, as it contains brand-sponsored posts and allows users to interact with each other. This study utilizes the parasocial interaction model to determine if perceived similarities, perceived physical and social attractiveness, and perceived authenticity of the influencer will increase a parasocial interaction, and if that parasocial interaction mediates purchase intention. This study is significant to the advertising industry and influencers on social media, to better enhance their brand and marketing strategies. Through a comprehensive questionnaire about social media usage and influencer marketing, this study of 143 Instagram users and influencer advertisement purchasers was able to associate perceived similarities, perceived physical and social attractiveness, and perceived authenticity with purchase intention through a parasocial interaction.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
538 $a Mode of access: World Wide Web
650 4 $a Journalism. $3 659797
650 4 $a Communication. $3 556422
653 $a Influencer marketing
653 $a Parasocial
653 $a Purchase intention
653 $a Marketing strategies
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
690 $a 0459
690 $a 0391
710 2 $a University of Arkansas. $b Journalism. $3 1185548
710 2 $a ProQuest Information and Learning Co. $3 1178819
773 0 $t Masters Abstracts International $g 85-12.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31242264 $z click for full text (PQDT)