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

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Instagram and Influencer Marketing :/
Reminder of title:	An Empirical Study of the Parasocial Interaction Theory and Its Effects on Purchase Intention.
Author:	Chumley, Caroline.
Description:	1 online resource (59 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-12.
Contained By:	Masters Abstracts International85-12.
Subject:	Communication. -
Online resource:	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:

556422
Communication.
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.
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653 $a Marketing strategies
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