Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/90881
Título: | Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship |
Autor(es): | Conde, Rita Casais, Beatriz Graça Luz |
Palavras-chave: | Influencer Marketing Social media influencers Micro-influencers Parasocial relationship |
Data: | 27-Jan-2023 |
Editora: | Elsevier Science Inc |
Revista: | Journal of Business Research |
Resumo(s): | This study analyzes the effect of the parasocial relationship on the audience's intention to adopt the recom-mendations of micro, macro and mega-influencers, considering the number of followers, perceived popularity and opinion leadership. A sample of 140 Portuguese social media influencers (SMIs) was classified into micro, macro or mega-influencers. 577 valid responses to a questionnaire were analyzed using Andrew Hayes' macro PROCESS for SPSS. The findings suggest that the indirect effect between the number of followers and the intention to adopt SMIs' recommendations is mediated by the perceived popularity and opinion leadership, and are moderated by the parasocial relationship. Significant differences are found between micro, macro and mega-influencers in terms of credibility, attractiveness and established relationship. The categorization into micro, macro and mega-influencers is adapted to the context of a small country. This paper provides relevant infor-mation on the process of SMI selection. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/90881 |
DOI: | 10.1016/j.jbusres.2023.113708 |
ISSN: | 0148-2963 |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: | EEG - Artigos em revistas de circulação internacional com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Conde & Casais, 2023.pdf | 2,34 MB | Adobe PDF | Ver/Abrir |