• 제목/요약/키워드: parasocial relationships

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Parasocial Relationships with Live Streamers: Evidence from South Korea and the United States

  • Heysung Lee;Yibing Sun;Hernando Rojas
    • Asian Journal for Public Opinion Research
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    • 제12권3호
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    • pp.166-183
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    • 2024
  • Revisiting the classic conceptualization of parasocial relationships, the current article examines the potential parasocial relationships established with live streamers. More specifically, this research investigates the relationship between exposure and viewer engagement during live streaming, homophily of attitudes, and parasocial relationships with a live streamer. An online survey was conducted with samples in South Korea (n = 504) and the United States (n = 510) in 2020. The hierarchical linear regression analysis shows that in both countries live streaming exposure, engagement during a live stream (e.g., expressing opinions in the chat, donating money, receiving reactions from a streamer), and perceived homophily of attitudes with a live streamer are positively related to perceptions of parasocial relationships. The results confirm parasocial relationships with live streamers are a global phenomenon.

The Impact of Virtual Influencer's Characteristics on Brand Attitude : The Mediating Effect of Parasocial Interaction

  • Min-ho SHIN;Won-jun LEE
    • 융합경영연구
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    • 제12권5호
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    • pp.41-51
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    • 2024
  • Purpose: This study explores the distinctive characteristics of virtual influencers compared to human influencers and examines how parasocial relationships with human consumers affect brand attitude. The hypothesis suggests that virtual influencers can overcome social distance barriers, emphasizing their role in fostering engagement. Research design, data and methodology: A structural model based on the source credibility model and unique traits of virtual influencers analyzes these dynamics. An online survey conducted in April 2024 garnered responses from 286 participants. Results: Findings reveal that virtual influencers positively impact parasocial interactions, which in turn enhance parasocial relationships and brand attitudes. However, the proposed effect of novelty on brand attitude through parasocial interaction was not statistically supported. Conclusions: This study highlights the unique attributes of virtual influencers, such as anthropomorphism, empathy, and novelty, which enhance consumer engagement through parasocial interactions and influence brand attitude. It provides a comprehensive framework for leveraging virtual influencers in marketing, offering significant advantages in maintaining consistent brand messaging and reducing risks associated with human influencers.

SNS 브랜드 페이지에서 소비자-브랜드 관계 형성에 미치는 영향 요인 분석 - 준사회적 상호작용 역할을 중심으로 - (Factors affecting the development of consumer-brand relationships - The role of parasocial interaction -)

  • 박지선;하세진
    • 복식문화연구
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    • 제25권1호
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    • pp.88-103
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    • 2017
  • The rapid growth in the popularity of social media sites has meant that social media has become an important communication channel for brands. Brands create brand pages on social media to cultivate positive and strong relationships with consumers. This study seeks to enhance our understanding of how fashion brand pages in social media foster consumer-brand relationships by exploring the factors that affect the development of consumer-brand relationships. Drawing on the parasocial interaction theory, this study proposes parasocial interaction as a key factor of this process. Specifically, this study proposes four antecedents (vividness, interactivity, social presence, and focused attention) of consumers' parasocial interaction with brand pages, which further affects consumer responses in terms of affective engagement and brand loyalty. An online survey was administered with consumers who have followed and visited at least one fashion brand page via a social networking site (SNS). Structural equation modeling revealed that consumers' perceptions of vividness, interactivity, social presence, and focused attention on a fashion brand page positively affected their feelings towards parasocial interaction with the brand page, which in turn led to their affective engagement with the brand page and consequent brand loyalty. These findings suggest that consumers build relationships of varying degrees with brand pages in a similar manner to that with people, which leads to their development of a positive relationship with the brand. This study concludes with discussions and practical implications.

OTT 플랫폼에서 연예인 관여도가 국가 이미지와 방문 의도에 미치는 영향: 원격 현장감과 준사회적 관계의 매개 역할을 중심으로 (The Impact of Celebrity Involvement in OTT Platforms on National Image and Visit Intentions: The Mediating Roles of Telepresence and Parasocial Relationships)

  • 장문경;이새롬
    • 한국정보시스템학회지:정보시스템연구
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    • 제33권2호
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    • pp.47-80
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    • 2024
  • Purpose With the rapid evolution of the OTT platform, this study addresses a notable gap in the existing literature by examining the impact of celebrity involvement in OTT contents on the intention to visit the country. We explore the intricate mechanisms through which the audience's sense of telepresence, facilitated by OTT technology, and parasocial relationships with celebirities contribute to the formation of the national image and, consequently, influence the intention to visit the country. Design/methodology/approach This study applied Partial Least Square Structural Equation Modeling (PLS-SEM) using survey data from 222 participants. Findings Our findings reveal a positive effect of celebrity involvement on both telepresence and parasocial relationship. Additionally, we observe a positive relationship between telepresence and parasocial relationship. The study further highlights the impact of these factors on the cognitive and affective national images. The cognitive and affective national images, in turn, positively influence the overall national image, ultimately impacting the intention to visit the country. This research contributes to the understanding of the interplay between psychological factors related to viewer-celebrity relationships and the technical characteristics of OTT contents in shaping national images and travel intentions.

Effects of Media Integration on Users' Parasocial Relationship and Political Participation in China

  • Du, Zilin;Lee, Jong Hyuk
    • International Journal of Contents
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    • 제18권2호
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    • pp.18-31
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    • 2022
  • This study explored the effects of the parasocial relationship formed by CCTV (China Central Television) TV news and non-traditional news on users' perceived media credibility and their online and offline political participation. This study conducted a survey with the Chinese CCTV users between April 19 and April 30, 2021, and finally, 701 respondents' data were analyzed using structural equation modeling. The study results showed that both TV news and non-traditional news had positive effects on parasocial relationships and the parasocial relationship positively influenced media credibility, which subsequently facilitated political participation. However, there was no direct effect between media usage and media credibility. This implies the important mediating role of parasocial interactions, which enables CCTV news to gain media credibility and subsequently influence political participation. This study suggests that CCTV needs to improve the parasocial interactions between their audience and media figures by utilizing the interactive mechanism of non-traditional media.

가상 인플루언서에 대한 소비자의 유사성 지각이 정서적 유대감을 통해 구매의도에 미치는 영향 (The Effect of Consumers' Perception of Similarity Toward Virtual Influencer on Purchase Intention Through Emotional Bond)

  • 이지현;김한구
    • 한국정보시스템학회지:정보시스템연구
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    • 제31권2호
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    • pp.89-110
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    • 2022
  • Purpose To verify the factors that encourage consumers' favorable reaction toward virtual influencer, we proposed consumers' perception of subjective and objective similarity. The purpose of this study is to comprehensively investigate the impacts of consumers' perception toward virtual influencer on purchase intention through psychological distance and parasocial relationship. Design/methodology/approach This study was designed to examine the structural relationships among consumers' perceived external similarity, internal similarity, controllability, animacy toward virtual influencer, psychological distance, parasocial relationship and purchase intention. Findings The results are as follows. First, perceived external similarity, internal similarity, perceived controllability, and animacy had a positive impact on psychological distance. Second, psychological distance had a positive impact on parasocial relationship, whereas it had no significant impact on purchase intention. However, we found that the relation between psychological distance and purchase intention was mediated by parasocial relationship. Lastly, parasocial relationship had a positive impact on purchase intention. Based on these results, this study can propose the way to generate revenue to companies that consider advertising campaign using virtual influencer.

가상 인플루언서 광고효과 연구: 사회적 배제의 조절효과 및 준사회적 관계의 매개효과 고찰 (Virtual Influencers in Advertising: Examining the Effect of Social Exclusion and Parasocial Relationship)

  • 왕유연;안홍민
    • 문화기술의 융합
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    • 제9권6호
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    • pp.1073-1080
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    • 2023
  • 본 연구는 가상 인플루언서 설득효과에 영향을 미치는 소비자의 심리적 요인을 탐색하고자, 사회적 배제 경험에 주목하여 실제 인간 인플루언서와 가상인간 인플루언서 간의 광고효과 차이를 검증하였다. 또한 준사회적 관계가 인플루언서 유형과 사회적 배제 경험이 광고효과에 미치는 영향에 매개 변수로 역할을 하는 가를 검증하여 가상 인플루언서 광고효과에 대한 이해를 넓히고자 하였다. 이를 위해 2(인플루언서 유형: 인간 vs. 가상인간) × 2(사회적 배제 경험: 사회적 배제 vs. 사회적 수용)의 집단 간 요인 설계 실험을 진행하였다. 연구 결과, 사회적 배제를 경험한 집단은 가상 인플루언서 보다 실제 인간 인플루언서에 대해 더 긍정적인 인플루언서 태도, 제품 태도, 높은 제품 구매의도, 높은 공유/구전의도를 보였으며, 이러한 조절 효과는 준사회적 관계로 매개된다는 것을 확인할 수 있었다.

Why Do We Continue to Impulse Buy When Watching Live Stream Commerce?

  • Junghwa SON;Hye Jung YOON
    • 유통과학연구
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    • 제22권11호
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    • pp.121-129
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    • 2024
  • Purpose: Live-streaming commerce emerges as a new e-commerce powerhouse. Based on the Stimulus-Organism-Response model and the latest literature on live commerce, this study presents an integrated theoretical model with factors influencing potential consumers' intention to watch live broadcasts. This study expects that four factors (product fit, parasocial interaction, perceived serendipity, and deal proneness) would be positively related to one's intention to watch live streams. In addition, the intention to watch live commerce is expected to play a role in linking these factors to impulse purchases. Research design, data and methodology: A survey was conducted with 280 consumers in Korea who recently watched live commerce. Results: Statistical analyses were performed using structural equation modeling in which all four factors were found to show positive and statistically significant relationships with the intention to view the program live. As expected, the intention to watch live commerce simultaneously demonstrated the indirect effect. Conclusions: This study found significant antecedents of continuous watching intention and impulse buying, including product fit, parasocial interaction, perceived serendipity, and deal proneness. Furthermore, this study confirmed both the direct and indirect effect of continuous watching intention on impulse buying, which was found to be a meaningful and impactful indicator in live commerce.

Live Streaming as a Distribution Channel in Fashion Mobile Applications: Exploring Loyalty Models in the Modern Retail Era

  • Nugroho HARDIYANTO;Wahyu RAFDINAL;Yayan FIRMANSYAH
    • 유통과학연구
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    • 제22권10호
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    • pp.43-54
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    • 2024
  • Purpose: Market competition in the fashion industry is intensifying, pushing brands to strive for consumer preference and market leadership. Mobile fashion applications have emerged as key distribution channels, with live streaming being a common feature for product distribution and consumer loyalty. Therefore, this study will analyze the loyalty model in live streaming on mobile fashion applications by integrating the quality loyalty model, parasocial relationships, and uses and gratifications (U&G) theory. Research design, data and methodology: Data were collected from a survey of 427 respondents who are customers of a fashion product that had been purchased through live streaming on a mobile fashion application and processed using the PLS-SEM method Results: The results of the study show that the live streamer and product quality significantly influence satisfaction and loyalty. Conversely, AR content and live streaming content do not directly influence loyalty but have an indirect effect through satisfaction Conclusions: this study is the first to model loyalty in mobile fashion applications by integrating the quality loyalty model, parasocial relationship, and U&G theory. Practically, fashion companies are advised to conduct live streaming by considering aspects of content, live streamer, and product quality to enhance satisfaction and loyalty.

K-POP 팬덤과 한국의 국가 명성: 미국의 BTS 팬 중심 분석 (K-POP fandom and Korea's national reputation: An analysis on BTS fans in the U.S.)

  • 김수진;이혜은
    • 공공외교: 이론과 실천
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    • 제3권1호
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    • pp.1-19
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    • 2023
  • 연구목적: 본 연구의 목적은 한류의 다양화와 함께 이루어진 K-POP의 확산이 한국의 국가 명성에 어떤 영향을 미치는지 알아보는 데 있다. 해외 시장에서의 K-POP 열풍은 기대 이상의 성과와 긍정적인 평가로 대내외적인 경제적 파급효과를 가져왔고, 디지털 매체를 통한 온라인 시장의 확대로 인해 더욱 가속화되었다. 뿐만 아니라, K-POP 스타들은 그들과 관련된 다양한 상품과 서비스를 소비하고 팬 활동을 펼칠 수 있는 온라인 공간을 만드는 등 팬덤과의 상호작용이 다양해지고 있다. 이러한 점에 착안하여 본 연구에서는 팬덤이 공동체를 형성하고 미디어를 활용함으로써 이루어지는 K-POP 스타와의 준사회적 관계를 통해 국가 명성에 대한 K-POP의 관련성을 검토하고자 한다. 연구방법: 미국에 거주하고 있는 BTS 팬을 대상으로 아마존 설문조사회사인 Mechanical Turk를 이용하여, 영어로 온라인 설문조사를 진행했다. 불성실한 응답을 제외한 총 195명의 데이터를 분석에 사용했다. 연구결과: 한국의 국가 명성에 대한 BTS 팬의 소셜미디어 이용의 영향력을 상정한 <연구문제 1>의 분석결과, BTS팬의 소셜미디어 참여 활동 그 자체만으로는 한국의 국가 명성에 영향을 미치지 않았다. BTS 팬의 준사회적 상호작용의 매개효과를 전제한 <연구문제 2>의 분석결과, BTS 팬의 소셜미디어 참여 활동은 BTS와의 준사회적 관계에 긍정적인 영향을 미치고, BTS와의 준사회적 관계는 국가 명성에 긍정적인 영향을 미치는 것으로 나타났다. 결론 및 제언: 한국의 국가 명성에 대한 BTS 팬의 소셜미디어 이용과 참여는 그 자체로는 유의한 영향이 없으나 준사회적 관계를 형성하여 국가 명성에 영향을 미치는 것으로 나타났다. 연구결과를 통해 볼 때, K-POP 팬의 준사회적 관계는 국가이미지를 제고하고, 한국의 국가 명성을 높이는 전략적 기제로 활용할 수 있다. 미디어 효과 차원에서 다양한 팬덤 연구가 이루어져 왔고, 국제커뮤니케이션의 영역에서 국가이미지에 대한 다양한 논의가 이루어져 왔지만, 공공외교의 관점에서 팬덤과 국가 명성의 관련성을 실증적으로 연구한 경우는 매우 드물다. 따라서 본 연구는 인접 학문의 학제간 연구를 시도함으로써 국가 명성에 대한 전략적 방향을 제안하고자 한 점에 학문적 의미와 실용적 의미가 있다.