Parasocial relationships and self-congruence in the domain of influencer marketing
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2020-06-25
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en
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Abstract
The objective of this study was to gain insights in how social media influencers (SMIs) can present themselves to strengthen the parasocial relationship (PSR) with their followers, which eventually can contribute to the effectiveness and performance of influencer marketing campaigns. Results of the online questionnaire among 192 SMI-followers revealed that both authentic self-presentation (i.e. actual self-congruence) and ideal self-presentation (i.e. ideal self-congruence) of a SMI can strengthen the PSRs with their followers. Counter to the expectations, the effect of self-congruence on PSR strength was not moderated by materialistic values. However, findings revealed that which self-presentation strategy is most effective in strengthening PSR depends on SMI-followers’ age and their involvement in SMI-following. Moreover, the present study revealed that involvement in SMI-following plays a significant role in strengthening PSRs. Finally, findings exposed that both materialistic values success and medicine indirectly strengthen PSRs, which helps explain why, especially younger people, are becoming more materialistic.
Keywords: parasocial relationship, influencer marketing, self-congruence, materialistic
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Faculteit der Managementwetenschappen