Research Article
BibTex RIS Cite

FENOMEN PAZARLAMASINDA TÜKETİCİ SATIN ALMA NİYETİNE ETKİ EDEN FAKTÖRLER: PARASOSYAL ETKİLEŞİMİN ETKİLERİ VE ÖNCÜLLERİ

Year 2022, Volume: 7 Issue: 2, 515 - 541, 26.12.2022

Gizem Karataş İnci Dursun Cansu Gökmen Köksal

https://doi.org/10.54452/jrb.1125520
Cited By: 1

Abstract

Günümüzde firmalar ürünlerinin ve hizmetlerinin tutundurulması için sosyal medya (SM) ünlüleri ile iş birliği yapmakta ve bu uygulama fenomen pazarlaması olarak isimlendirilmektedir. Fenomen pazarlamasının başarısında takipçilerin SM ünlüleri ile kurduğu parasosyal etkileşimin önemi bazı araştırmalara konu olmuş olsa da etkileşimin altında yatan temel dinamiklere ve etkilerine dair araştırmalara olan ihtiyaç sürmektedir. Bu anlamda, bu çalışma özellikle COVID-19 salgını sürecinde güçlenen parasosyal etkileşimin gelişimde etkili bireysel (bağlanma tarzları) ve durumsal psikolojik dinamikleri (sosyal medya bağımlılığı ve yalnızlık), parasosyal etkileşimin tüketici satın alma niyetleri üzerindeki etkilerini ve bu etkilerde SM ünlüsü özelliklerinin (çekicilik ve yeterlilik) gösterdiği düzenleyici etkileri araştırmayı amaçlamaktadır. Bu amaç doğrultusunda 405 katılımcıdan çevrim içi anket yolu ile veri toplanmıştır. Analiz sonuçları tüketicilerin SM ünlüleri ile kurduğu parasosyal etkileşimin bireylerin satın alma niyetlerini etkilediğini ve bu etkinin SM ünlüsünün fiziksel çekiciliği ile güçlendiğini, beklenmedik şekilde ünlülerin yeterliliği ile zayıfladığını göstermiştir. SM ünlülerinin önerdiği ürün, hizmet veya markaları satın alma niyetini güçlendiren parasosyal etkileşimin oluşumunda belirli bazı bağlanma eğilimleri ile SM bağımlılığının etkileri dikkat çekmiştir. Araştırmanın parasosyal etkileşiminin öncülleri ve sonuçları hakkında sunduğu bilgilerin; araştırmacılara, marka yöneticilerine, pazarlamacılara faydalı olacağı düşünülmektedir.

Keywords

Parasosyal etkileşim fenomen pazarlaması sosyal medya ünlüsü

References

  • Ainsworth, M. D., Blehar, M., Waters, E., & Wall, S. (1978). Patterns of attachment.
  • Association of National Advertisers, (2018). Advertisers love influencer marketing: ANA study. Erişim Adresi: https://www.ana.net/content/show/id/48437 (15.05, 2022).
  • Andreassen, C. S., Pallesen, S., & Griffiths, M. D. (2017). The relationship between addictive use of social media, narcissism, and self-esteem: Findings from a large national survey. Addictive behaviors, 64, 287-293.
  • Arda, S. (2006). Predictors of Parasocial Interaction with the Favorite and the Least Desirable Characters Portrayed in Tv Serials. (Yayınlanmamış Yüksek Lisans Tezi). Orta Doğu Teknik Üniversitesi, Ankara.
  • Arslan, Ö. (2013). Tv Dizilerinde Yer Alan Karakterler ile Kurulan Parasosyal Etkileşim: Bağlanma Biçimleri ve Yalnızlık Açısından Bir İnceleme. (Yayınlanmamış Yüksek Lisans Tezi). Ankara Üniversitesi, Ankara.
  • Astarini, D., & Sumardi, A. (2022). Drivers and Outcomes of Credibility and Parasocial Interaction to Purchase Intentions.
  • Auter, P. J., & Lane Jr, R. (1999). Locus of Control, Parasocial Interaction and Usage of Radio or TV Ministry Programs. Journal of Communication & Religion, 22(1).
  • Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing.
  • Aytulun, G. Y., & Büyükşahin Sunal, A. T. D. (2015). Ergenlerde parasosyal etkileşim: İnternette gerçek benlik, kendilik algısı ve sosyal kaygı arasındaki ilişkiler (Yayınlanmamış Doktora Tezi). Ankara Üniversitesi, Ankara
  • Balcı, Ş., Karakoç, E., & Öğüt,N. (2020). Psychological Well-Being as a Predictor of Social Media Addiction: A Survey on Health Workers. Online Journal of Technology Addiction and Cyberbullying, 7(1), 35-63.
  • Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. in NA - Advances in Consumer Research, eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 32, 197-201.
  • Bartholomew, K. (1990). Avoidance of intimacy: An attachment perspective. Journal of Social and Personal relationships, 7(2), 147-178.
  • Bartholomew, K., & Horowitz, L. M. (1991). Attachment styles among young adults: a test of a four-category model. Journal of personality and social psychology, 61(2), 226.
  • Bartholomew, K., & Shaver, P. R. (1998). Methods of assessing adult attachment: Do they converge? In J. A. Simpson & W. S. Rholes (Eds.), Attachment theory and close relationships (pp. 25–45). New York: Guilford Press
  • Bhattacharya, A. (2022). Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach. Journal of Internet Commerce, 1-21.
  • Bond, B. J. (2021). Social and parasocial relationships during COVID-19 social distancing. Journal of Social and Personal Relationships, 38(8), 2308-2329.
  • Bowlby, J. (1969). Attachment and loss: volume I: attachment. In Attachment and Loss: Volume I: Attachment (pp. 1-401). London: The Hogarth Press and the Institute of Psycho-Analysis.
  • Bowlby, J. (1969) Attachment and Loss. Volume I. Attachment. London: Hogarth Press; New York: Basic Books (also in Penguin edition, 1971).
  • Bowlby, J. (1973). Attachment and loss: Vol. 2. Separation-anxiety and anger. New York: Basic Books.
  • Bowlby, J. (1980). Loss, Attachment and Loss: Vol 3. New York: Basic Books.
  • Bowlby, J. (1982). Attachment and loss: Retrospect and prospect. American Journal of Orthopsychiatry, 52(4), 664–678.
  • Bowlby, J. (1989). The role of attachment in personality development and psychopathology.
  • Bowlby, J. (2020). Bağlanma. (Tuğrul Veli Soylu, Trans.). İstanbul, Pinhan Yayıncılık, 4. Basım, 2020.
  • Canöz, K., Gülmez, Ö., & Eroğlu, G. (2020). Pazarlamanın yükselen Yıldızı influencer marketing: Influencer takipçilerinin satın alma davranışını belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 23(1), 73-91.
  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  • Cohen, J. (1997). Parasocial interaction and romantic attraction: Gender and dating status differences. Journal of Broadcasting and Electronic Media, 4, 516–529.
  • Cohen, J. (2004). Parasocial break-up from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal relationships, 21(2), 187-202.
  • Cole, T., & Leets, L. (1999). Attachment styles and intimate television viewing: Insecurely forming relationships in a parasocial way. Journal of Social and Personal Relationships, 16(4), 495-511.
  • David, J., Aluh, D. O., Blonner, M., & Norberg, M. M. (2021). Excessive object attachment in hoarding disorder: examining the role of interpersonal functioning. Behavior therapy, 52(5), 1226-1236.
  • David, M. E., Carter, K., & Alvarez, C. (2020). An assessment of attachment style measures in marketing. European Journal of Marketing, 54(12), pp. 3015-3049.
  • Demircioğlu, Z. I., & Köse, A. G. (2020). Mediating effects of self-esteem in the relationship between attachment styles and social media addiction among university students. Dusunen Adam The Journal of Psychiatry and Neurological Sciences,33, 8-18.
  • Demirtaş-Madran, H. (2012). Tutum, Tutum Değişimi ve İkna. Ankara: Nobel Akademik Yayıncılık.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
  • DiTommaso, E., Brannen, C., & Best, L. A. (2004). Measurement and validity characteristics of the short version of the social and emotional loneliness scale for adults. Educational and Psychological Measurement, 64(1), 99-119.
  • Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
  • Gallese, V., Keysers, C., & Rizzolatti, G. (2004). A unifying view of the basis of social cognition. Trends in cognitive sciences, 8(9), 396-403.
  • George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference. 17.0 update (10a ed.), Boston: Pearson.
  • Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
  • Guerrero, L. K. (1996). Attachment‐style differences in intimacy and involvement: A test of the four‐category model. Communications Monographs, 63(4), 269-292.
  • Güldal, Ş., Kılıçoğlu, N. A., & Kasapoğlu, F. (2022). Psychological Flexibility, Coronavirus Anxiety, Humor and Social Media Addiction During COVID-19 Pandemic in Turkey. International Journal for the Advancement of Counselling, 1-23.
  • Hall, A. E. (2019). Identification and parasocial relationships with characters from Star Wars: The Force Awakens. Psychology of Popular Media Culture, 8(1), 88.
  • Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships. Psychological inquiry, 5(1), 1-22.
  • Hoffart, A., Johnson, S. U., & Ebrahimi, O. V. (2020). Loneliness and social distancing during the COVID-19 pandemic: risk factors and associations with psychopathology. Frontiers in Psychiatry, 11, 1297. https://doi.org/10.3389/fpsyt.2020.589127.
  • Horowitz, L. M., & de Sales French, R. (1979). Interpersonal problems of people who describe themselves as lonely. Journal of consulting and clinical psychology, 47(4), 762.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
  • Houlberg, R. (1984). Local television news audience and the para‐social interaction. Journal of Broadcasting & Electronic Media, 28(4), 423-429.
  • Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Ilicic, J. and Webster, C.M. (2011). Effects of multiple endorsements and consumer celebrity attachment on attitude and purchase intention. Australasian Marketing Journal (AMJ), 19 (4), pp. 230-237.
  • Ingram, J., & Luckett, Z. (2019). My friend Harry’sa wizard: Predicting parasocial interaction with characters from fiction. Psychology of Popular Media Culture, 8(2), 148.
  • Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing. 52(5/6), pp. 1185-1202.
  • Jarzyna, C. L. (2021). Parasocial interaction, the COVID-19 quarantine, and digital age media. Human Arenas, 4(3), 413-429.
  • Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181-195.
  • Jin, S. V., & Ryu, E. (2020). “I'll buy what she's# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.
  • Jin, S. V., & Muqaddam, A. (2021). 'Fame and Envy 2.0'in luxury fashion influencer marketing on Instagram: comparison between mega-celebrities and micro-celebrities. International Journal of Internet Marketing and Advertising, 15(2), 176-200.
  • Kennedy-Lightsey, C. D., Martin, M. M., LaBelle, S., & Weber, K. (2015). Attachment, identity gaps, and communication and relational outcomes in marital couples’ public performances. Journal of Family Communication, 15(3), 232-248.
  • Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
  • Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, J., & Song, H. (2016). Celebrity’s self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570-577.
  • Konok, V., Gigler, D., Bereczky, B. M., & Miklósi, Á. (2016). Humans' attachment to their mobile phones and its relationship with interpersonal attachment style. Computers in Human Behavior, 61, 537-547.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of interactive marketing, 28(2), 134-148.
  • Langlois, J. H., Kalakanis, L., Rubenstein, A. J., Larson, A., Hallam, M., & Smoot, M. (2000). Maxims or myths of beauty? A meta-analytic and theoretical review. Psychological Bulletin, 126(3), 390.
  • Lee, A., & Hood, B. (2020). The origins and development of attachment object behaviour. Current Opinion in Psychology, 39,72-75.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
  • Levy, M. R. (1979). Watching TV news as para‐social interaction. Journal of Broadcasting & Electronic Media, 23(1), 69-80.
  • Li, Y. J., Lu, S., Lan, J., & Jiang, F. (2019). Feel safe to take more risks? Insecure attachment increases consumer risk-taking behavior. Frontiers in psychology, 10, 874.
  • Liebes, T., & Katz, E. (1986). Patterns of involvement in television fiction: A comparative analysis. European journal of communication, 1(2), 151-171.
  • Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of Parasocial Interaction with an Instafamous Influencer on Brand Attitudes and Purchase Intentions. The Journal of Social Media in Society, 10(1), 55-78.
  • Luo, T., Chen, W., & Liao, Y. (2021). Social media use in China before and during COVID-19: Preliminary results from an online retrospective survey. Journal of psychiatric research, 140, 35-38.
  • Main, M., Kaplan, N., & Cassidy, J. (1985). Security in infancy, childhood, and adulthood: A move to the level of representation. Monographs of the society for research in child development, 66-104.
  • Mathes, B. M., Timpano, K. R., Raines, A. M., & Schmidt, N. B. (2020). Attachment theory and hoarding disorder: A review and theoretical integration. Behaviour research and therapy, 125, 103549.
  • McCroskey, J. C., McCain, T. A. (1974). The measurement of interpersonal attraction, Speech Monographs, 41:3, 261-266, DOI: 10.1080/03637757409375845.
  • McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323-332.
  • Messner, M., Reinhard, M. A., & Sporer, S. L. (2008). Compliance through direct persuasive appeals: The moderating role of communicator's attractiveness in interpersonal persuasion. Social influence, 3(2), 67-83.
  • Mugge, R., Schifferstein, H. N., & Schoormans, J. P. (2010). Product attachment and satisfaction: understanding consumers' post‐purchase behavior. Journal of consumer Marketing, 27/3, 271-282. Nafees, L., Cook, C. M., & Stoddard, J. E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1), 3.
  • Niu, S., Bartolome, A., Mai, C., & Ha, N. B. (2021, May). # StayHome# WithMe: How Do YouTubers Help with COVID-19 Loneliness?. In: Proceedings of the 2021 CHI conference on human factors in computing systems (pp. 1-15).
  • Nordlund, J. E. (1978). Media interaction. Communication Research, 5(2), 150-175.
  • Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), 103-121.
  • Paulssen, M., Bagozzi, R. (2008). Customer coping in response to relationship transgressions: An attachment theoreti approach. In: Deborah J. MacInnis, C. Whan Park and Joseph R. Priester (eds.), Handbook of Brand Relationships, London: ME Sharpe, 358-75.
  • Perlman, D., Peplau, L. A., & Goldston, S. E. (1984). Loneliness research: A survey of empirical findings. Preventing the harmful consequences of severe and persistent loneliness, 13-46.
  • Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59-77.
  • Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298.
  • Rippé, C. B., Smith, B., & Weisfeld-Spolter, S. (2019). Anxiety attachment and avoidance attachment: Antecedents to self-gifting. Journal of Consumer Marketing, 36/7, 939-947.
  • Rosengren, K. E., & Windahl, S. (1972). Mass media consumption as a functional alternative. In D. McQuail (Ed.). Sociology of mass communications. Middlesex, England: Penguin.
  • Rubin, R. B., & McHugh, M. P. (1987). Development of para-social interaction relationships. Journal of Broadcasting and Electronic Media, 13(3), 279–292.
  • Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human communication research, 12(2), 155-180.
  • Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654.
  • Russell, D., Peplau, L. A., & Ferguson, M. L. (1978). Developing a measure of loneliness. Journal of personality assessment, 42(3), 290-294.
  • Sakib, M. N., Zolfagharian, M., & Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733.
  • Schifferstein, H. N., & Zwartkruis-Pelgrim, E. P. (2008). Consumer-product attachment: Measurement and design implications. International journal of design, 2(3).
  • Schmid, H., & Klimmt, C. (2011). A magically nice guy: Parasocial relationships with Harry Potter across different cultures. International Communication Gazette, 73(3), 252-269.
  • Shaver, P., & Hazan, C. (1987). Being lonely, falling in love. Journal of Social Behavior and Personality, 2(2), 105.
  • Shefner-Rogers, C. L., Rogers, E. M., & Singhal, A. (1998). Parasocial interaction with the television soap operas “Simplemente Maria” and “Oshin”. Keio Communication Review, 20(3), 18.
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
  • Şentürk, E., Geniş, B. & Coşar, B. (2021). Social Media Addiction in Young Adult Patients with Anxiety Disorders and Depression. Alpha Psychiatry, 22(5).
  • Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International Journal of Advertising, 39(7), 889-891.
  • Teven, J. J., & McCroskey, J. C. (1997). The relationship of perceived teacher caring with student learning and teacher evaluation. Communication Education, 46(1), 1–9. https://doi.org/10.1080/03634529709379069
  • Tian, Q., & Hoffner, C. A. (2010). Parasocial interaction with liked, neutral, and disliked characters on a popular TV series. Mass communication and society, 13(3), 250-269.
  • Tukachinsky, R., Walter, N., & Saucier, C. J. (2020). Antecedents and effects of parasocial relationships: A meta-analysis. Journal of Communication, 70(6), 868-894.
  • Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443-453.
  • Tutzer, F., Frajo-Apor, B., Pardeller, S., Plattner, B., Chernova, A., Haring, C., ... & Hofer, A. (2021). Psychological distress, loneliness, and boredom among the general population of Tyrol, Austria during the COVID-19 pandemic. Frontiers in Psychiatry, 12, 921. https://doi.org/10.3389/fpsyt.2021.691896
  • Vieira, V. And Monteiro (2016). The Moderating Effect of Attachment Style (Anxiety and Avoidance) on Consumer Intention. Revista Brasileira of Marketing, 15(5), 576- 592.
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
  • Wasike, B. (2018). Gender, parasocial interaction, and nonverbal communication: Testing the visual effect of sports magazine cover models. International Journal of Communication, 12, 27.
  • Web 1, (2021), https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/pandemic-shopping-behavior/, Erişim Tarihi: 23.10.2021 Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
  • Whelan, J., & Dawar, N. (2016). Attributions of blame following a product-harm crisis depend on consumers’ attachment styles. Marketing Letters, 27(2), 285-294.
  • Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International journal of information management, 36(3), 333-347.
  • Yuksel, M., & Labrecque, L. I. (2016). “Digital buddies”: parasocial interactions in social media. Journal of Research in Interactive Marketing.
  • Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. In SHS web of conferences (Vol. 74, p. 03014). EDP Sciences.

FACTORS IMPACTING CONSUMERS’ PURCHASE INTENTION IN INFLUENCER MARKETING: IMPACTS AND ANTECEDENTS OF PARASOCIAL INTERACTION

Year 2022, Volume: 7 Issue: 2, 515 - 541, 26.12.2022

Gizem Karataş İnci Dursun Cansu Gökmen Köksal

https://doi.org/10.54452/jrb.1125520
Cited By: 1

Abstract

Today, companies cooperate with social media (SM) celebrities to promote their products and services, and this practice is named influencer marketing. Although the importance of parasocial interaction between followers and SM celebrities in the success of influencer marketing has been the subject of several research, there is still a need for research on the basic dynamics and effects underlying the interaction. In this context, the research aims to explore the individual (attachment styles) and situational psychological dynamics (social media addiction and loneliness) that are effective in the development of parasocial interaction, particularly strengthened during the COVID-19 epidemic, effects of parasocial interaction on consumer purchase intentions, and the moderator effects of SM celebrity characteristics (attraction and competency) through these effects. In line with this objective, data were collected from 405 participants via an online questionnaire. Analysis results showed that the parasocial interaction of consumers with SM celebrities affected the purchasing intentions of individuals, and this effect was strengthened by the physical attractiveness of the SM celebrity, unexpectedly weakened by the competency of the celebrities. The effects of certain attachment tendencies and SM addiction have remarked in the formation of parasocial interaction that strengthens the intention to purchase the products, services, or brands recommended by SM celebrities. It is anticipated that the information presented by the research about antecedents and consequences of parasocial interaction will be beneficial to researchers, brand managers, and marketers.

Keywords

Parasocial interaction influencer marketing social media celebrity

References

  • Ainsworth, M. D., Blehar, M., Waters, E., & Wall, S. (1978). Patterns of attachment.
  • Association of National Advertisers, (2018). Advertisers love influencer marketing: ANA study. Erişim Adresi: https://www.ana.net/content/show/id/48437 (15.05, 2022).
  • Andreassen, C. S., Pallesen, S., & Griffiths, M. D. (2017). The relationship between addictive use of social media, narcissism, and self-esteem: Findings from a large national survey. Addictive behaviors, 64, 287-293.
  • Arda, S. (2006). Predictors of Parasocial Interaction with the Favorite and the Least Desirable Characters Portrayed in Tv Serials. (Yayınlanmamış Yüksek Lisans Tezi). Orta Doğu Teknik Üniversitesi, Ankara.
  • Arslan, Ö. (2013). Tv Dizilerinde Yer Alan Karakterler ile Kurulan Parasosyal Etkileşim: Bağlanma Biçimleri ve Yalnızlık Açısından Bir İnceleme. (Yayınlanmamış Yüksek Lisans Tezi). Ankara Üniversitesi, Ankara.
  • Astarini, D., & Sumardi, A. (2022). Drivers and Outcomes of Credibility and Parasocial Interaction to Purchase Intentions.
  • Auter, P. J., & Lane Jr, R. (1999). Locus of Control, Parasocial Interaction and Usage of Radio or TV Ministry Programs. Journal of Communication & Religion, 22(1).
  • Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing.
  • Aytulun, G. Y., & Büyükşahin Sunal, A. T. D. (2015). Ergenlerde parasosyal etkileşim: İnternette gerçek benlik, kendilik algısı ve sosyal kaygı arasındaki ilişkiler (Yayınlanmamış Doktora Tezi). Ankara Üniversitesi, Ankara
  • Balcı, Ş., Karakoç, E., & Öğüt,N. (2020). Psychological Well-Being as a Predictor of Social Media Addiction: A Survey on Health Workers. Online Journal of Technology Addiction and Cyberbullying, 7(1), 35-63.
  • Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. in NA - Advances in Consumer Research, eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 32, 197-201.
  • Bartholomew, K. (1990). Avoidance of intimacy: An attachment perspective. Journal of Social and Personal relationships, 7(2), 147-178.
  • Bartholomew, K., & Horowitz, L. M. (1991). Attachment styles among young adults: a test of a four-category model. Journal of personality and social psychology, 61(2), 226.
  • Bartholomew, K., & Shaver, P. R. (1998). Methods of assessing adult attachment: Do they converge? In J. A. Simpson & W. S. Rholes (Eds.), Attachment theory and close relationships (pp. 25–45). New York: Guilford Press
  • Bhattacharya, A. (2022). Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach. Journal of Internet Commerce, 1-21.
  • Bond, B. J. (2021). Social and parasocial relationships during COVID-19 social distancing. Journal of Social and Personal Relationships, 38(8), 2308-2329.
  • Bowlby, J. (1969). Attachment and loss: volume I: attachment. In Attachment and Loss: Volume I: Attachment (pp. 1-401). London: The Hogarth Press and the Institute of Psycho-Analysis.
  • Bowlby, J. (1969) Attachment and Loss. Volume I. Attachment. London: Hogarth Press; New York: Basic Books (also in Penguin edition, 1971).
  • Bowlby, J. (1973). Attachment and loss: Vol. 2. Separation-anxiety and anger. New York: Basic Books.
  • Bowlby, J. (1980). Loss, Attachment and Loss: Vol 3. New York: Basic Books.
  • Bowlby, J. (1982). Attachment and loss: Retrospect and prospect. American Journal of Orthopsychiatry, 52(4), 664–678.
  • Bowlby, J. (1989). The role of attachment in personality development and psychopathology.
  • Bowlby, J. (2020). Bağlanma. (Tuğrul Veli Soylu, Trans.). İstanbul, Pinhan Yayıncılık, 4. Basım, 2020.
  • Canöz, K., Gülmez, Ö., & Eroğlu, G. (2020). Pazarlamanın yükselen Yıldızı influencer marketing: Influencer takipçilerinin satın alma davranışını belirlemeye yönelik bir araştırma. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 23(1), 73-91.
  • Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
  • Cohen, J. (1997). Parasocial interaction and romantic attraction: Gender and dating status differences. Journal of Broadcasting and Electronic Media, 4, 516–529.
  • Cohen, J. (2004). Parasocial break-up from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal relationships, 21(2), 187-202.
  • Cole, T., & Leets, L. (1999). Attachment styles and intimate television viewing: Insecurely forming relationships in a parasocial way. Journal of Social and Personal Relationships, 16(4), 495-511.
  • David, J., Aluh, D. O., Blonner, M., & Norberg, M. M. (2021). Excessive object attachment in hoarding disorder: examining the role of interpersonal functioning. Behavior therapy, 52(5), 1226-1236.
  • David, M. E., Carter, K., & Alvarez, C. (2020). An assessment of attachment style measures in marketing. European Journal of Marketing, 54(12), pp. 3015-3049.
  • Demircioğlu, Z. I., & Köse, A. G. (2020). Mediating effects of self-esteem in the relationship between attachment styles and social media addiction among university students. Dusunen Adam The Journal of Psychiatry and Neurological Sciences,33, 8-18.
  • Demirtaş-Madran, H. (2012). Tutum, Tutum Değişimi ve İkna. Ankara: Nobel Akademik Yayıncılık.
  • De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
  • DiTommaso, E., Brannen, C., & Best, L. A. (2004). Measurement and validity characteristics of the short version of the social and emotional loneliness scale for adults. Educational and Psychological Measurement, 64(1), 99-119.
  • Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77-98.
  • Gallese, V., Keysers, C., & Rizzolatti, G. (2004). A unifying view of the basis of social cognition. Trends in cognitive sciences, 8(9), 396-403.
  • George, D., & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference. 17.0 update (10a ed.), Boston: Pearson.
  • Gong, W., & Li, X. (2017). Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychology & Marketing, 34(7), 720-732.
  • Guerrero, L. K. (1996). Attachment‐style differences in intimacy and involvement: A test of the four‐category model. Communications Monographs, 63(4), 269-292.
  • Güldal, Ş., Kılıçoğlu, N. A., & Kasapoğlu, F. (2022). Psychological Flexibility, Coronavirus Anxiety, Humor and Social Media Addiction During COVID-19 Pandemic in Turkey. International Journal for the Advancement of Counselling, 1-23.
  • Hall, A. E. (2019). Identification and parasocial relationships with characters from Star Wars: The Force Awakens. Psychology of Popular Media Culture, 8(1), 88.
  • Hazan, C., & Shaver, P. R. (1994). Attachment as an organizational framework for research on close relationships. Psychological inquiry, 5(1), 1-22.
  • Hoffart, A., Johnson, S. U., & Ebrahimi, O. V. (2020). Loneliness and social distancing during the COVID-19 pandemic: risk factors and associations with psychopathology. Frontiers in Psychiatry, 11, 1297. https://doi.org/10.3389/fpsyt.2020.589127.
  • Horowitz, L. M., & de Sales French, R. (1979). Interpersonal problems of people who describe themselves as lonely. Journal of consulting and clinical psychology, 47(4), 762.
  • Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
  • Houlberg, R. (1984). Local television news audience and the para‐social interaction. Journal of Broadcasting & Electronic Media, 28(4), 423-429.
  • Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
  • Ilicic, J. and Webster, C.M. (2011). Effects of multiple endorsements and consumer celebrity attachment on attitude and purchase intention. Australasian Marketing Journal (AMJ), 19 (4), pp. 230-237.
  • Ingram, J., & Luckett, Z. (2019). My friend Harry’sa wizard: Predicting parasocial interaction with characters from fiction. Psychology of Popular Media Culture, 8(2), 148.
  • Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing. 52(5/6), pp. 1185-1202.
  • Jarzyna, C. L. (2021). Parasocial interaction, the COVID-19 quarantine, and digital age media. Human Arenas, 4(3), 413-429.
  • Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181-195.
  • Jin, S. V., & Ryu, E. (2020). “I'll buy what she's# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.
  • Jin, S. V., & Muqaddam, A. (2021). 'Fame and Envy 2.0'in luxury fashion influencer marketing on Instagram: comparison between mega-celebrities and micro-celebrities. International Journal of Internet Marketing and Advertising, 15(2), 176-200.
  • Kennedy-Lightsey, C. D., Martin, M. M., LaBelle, S., & Weber, K. (2015). Attachment, identity gaps, and communication and relational outcomes in marital couples’ public performances. Journal of Family Communication, 15(3), 232-248.
  • Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
  • Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.
  • Kim, J., & Song, H. (2016). Celebrity’s self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, 62, 570-577.
  • Konok, V., Gigler, D., Bereczky, B. M., & Miklósi, Á. (2016). Humans' attachment to their mobile phones and its relationship with interpersonal attachment style. Computers in Human Behavior, 61, 537-547.
  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of interactive marketing, 28(2), 134-148.
  • Langlois, J. H., Kalakanis, L., Rubenstein, A. J., Larson, A., Hallam, M., & Smoot, M. (2000). Maxims or myths of beauty? A meta-analytic and theoretical review. Psychological Bulletin, 126(3), 390.
  • Lee, A., & Hood, B. (2020). The origins and development of attachment object behaviour. Current Opinion in Psychology, 39,72-75.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
  • Lee, M., & Lee, H. H. (2022). Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?. International Journal of Consumer Studies, 46(1), 235-248.
  • Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
  • Levy, M. R. (1979). Watching TV news as para‐social interaction. Journal of Broadcasting & Electronic Media, 23(1), 69-80.
  • Li, Y. J., Lu, S., Lan, J., & Jiang, F. (2019). Feel safe to take more risks? Insecure attachment increases consumer risk-taking behavior. Frontiers in psychology, 10, 874.
  • Liebes, T., & Katz, E. (1986). Patterns of involvement in television fiction: A comparative analysis. European journal of communication, 1(2), 151-171.
  • Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of Parasocial Interaction with an Instafamous Influencer on Brand Attitudes and Purchase Intentions. The Journal of Social Media in Society, 10(1), 55-78.
  • Luo, T., Chen, W., & Liao, Y. (2021). Social media use in China before and during COVID-19: Preliminary results from an online retrospective survey. Journal of psychiatric research, 140, 35-38.
  • Main, M., Kaplan, N., & Cassidy, J. (1985). Security in infancy, childhood, and adulthood: A move to the level of representation. Monographs of the society for research in child development, 66-104.
  • Mathes, B. M., Timpano, K. R., Raines, A. M., & Schmidt, N. B. (2020). Attachment theory and hoarding disorder: A review and theoretical integration. Behaviour research and therapy, 125, 103549.
  • McCroskey, J. C., McCain, T. A. (1974). The measurement of interpersonal attraction, Speech Monographs, 41:3, 261-266, DOI: 10.1080/03637757409375845.
  • McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323-332.
  • Messner, M., Reinhard, M. A., & Sporer, S. L. (2008). Compliance through direct persuasive appeals: The moderating role of communicator's attractiveness in interpersonal persuasion. Social influence, 3(2), 67-83.
  • Mugge, R., Schifferstein, H. N., & Schoormans, J. P. (2010). Product attachment and satisfaction: understanding consumers' post‐purchase behavior. Journal of consumer Marketing, 27/3, 271-282. Nafees, L., Cook, C. M., & Stoddard, J. E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1), 3.
  • Niu, S., Bartolome, A., Mai, C., & Ha, N. B. (2021, May). # StayHome# WithMe: How Do YouTubers Help with COVID-19 Loneliness?. In: Proceedings of the 2021 CHI conference on human factors in computing systems (pp. 1-15).
  • Nordlund, J. E. (1978). Media interaction. Communication Research, 5(2), 150-175.
  • Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer purchase intention: An emerging market perspective. Journal of marketing theory and practice, 27(1), 103-121.
  • Paulssen, M., Bagozzi, R. (2008). Customer coping in response to relationship transgressions: An attachment theoreti approach. In: Deborah J. MacInnis, C. Whan Park and Joseph R. Priester (eds.), Handbook of Brand Relationships, London: ME Sharpe, 358-75.
  • Perlman, D., Peplau, L. A., & Goldston, S. E. (1984). Loneliness research: A survey of empirical findings. Preventing the harmful consequences of severe and persistent loneliness, 13-46.
  • Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59-77.
  • Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of marketing management, 36(3-4), 279-298.
  • Rippé, C. B., Smith, B., & Weisfeld-Spolter, S. (2019). Anxiety attachment and avoidance attachment: Antecedents to self-gifting. Journal of Consumer Marketing, 36/7, 939-947.
  • Rosengren, K. E., & Windahl, S. (1972). Mass media consumption as a functional alternative. In D. McQuail (Ed.). Sociology of mass communications. Middlesex, England: Penguin.
  • Rubin, R. B., & McHugh, M. P. (1987). Development of para-social interaction relationships. Journal of Broadcasting and Electronic Media, 13(3), 279–292.
  • Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human communication research, 12(2), 155-180.
  • Rubin, A. M., & Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654.
  • Russell, D., Peplau, L. A., & Ferguson, M. L. (1978). Developing a measure of loneliness. Journal of personality assessment, 42(3), 290-294.
  • Sakib, M. N., Zolfagharian, M., & Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733.
  • Schifferstein, H. N., & Zwartkruis-Pelgrim, E. P. (2008). Consumer-product attachment: Measurement and design implications. International journal of design, 2(3).
  • Schmid, H., & Klimmt, C. (2011). A magically nice guy: Parasocial relationships with Harry Potter across different cultures. International Communication Gazette, 73(3), 252-269.
  • Shaver, P., & Hazan, C. (1987). Being lonely, falling in love. Journal of Social Behavior and Personality, 2(2), 105.
  • Shefner-Rogers, C. L., Rogers, E. M., & Singhal, A. (1998). Parasocial interaction with the television soap operas “Simplemente Maria” and “Oshin”. Keio Communication Review, 20(3), 18.
  • Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
  • Şentürk, E., Geniş, B. & Coşar, B. (2021). Social Media Addiction in Young Adult Patients with Anxiety Disorders and Depression. Alpha Psychiatry, 22(5).
  • Taylor, C. R. (2020). The urgent need for more research on influencer marketing. International Journal of Advertising, 39(7), 889-891.
  • Teven, J. J., & McCroskey, J. C. (1997). The relationship of perceived teacher caring with student learning and teacher evaluation. Communication Education, 46(1), 1–9. https://doi.org/10.1080/03634529709379069
  • Tian, Q., & Hoffner, C. A. (2010). Parasocial interaction with liked, neutral, and disliked characters on a popular TV series. Mass communication and society, 13(3), 250-269.
  • Tukachinsky, R., Walter, N., & Saucier, C. J. (2020). Antecedents and effects of parasocial relationships: A meta-analysis. Journal of Communication, 70(6), 868-894.
  • Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443-453.
  • Tutzer, F., Frajo-Apor, B., Pardeller, S., Plattner, B., Chernova, A., Haring, C., ... & Hofer, A. (2021). Psychological distress, loneliness, and boredom among the general population of Tyrol, Austria during the COVID-19 pandemic. Frontiers in Psychiatry, 12, 921. https://doi.org/10.3389/fpsyt.2021.691896
  • Vieira, V. And Monteiro (2016). The Moderating Effect of Attachment Style (Anxiety and Avoidance) on Consumer Intention. Revista Brasileira of Marketing, 15(5), 576- 592.
  • Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
  • Wasike, B. (2018). Gender, parasocial interaction, and nonverbal communication: Testing the visual effect of sports magazine cover models. International Journal of Communication, 12, 27.
  • Web 1, (2021), https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/pandemic-shopping-behavior/, Erişim Tarihi: 23.10.2021 Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal, 28(4), 160-170.
  • Whelan, J., & Dawar, N. (2016). Attributions of blame following a product-harm crisis depend on consumers’ attachment styles. Marketing Letters, 27(2), 285-294.
  • Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International journal of information management, 36(3), 333-347.
  • Yuksel, M., & Labrecque, L. I. (2016). “Digital buddies”: parasocial interactions in social media. Journal of Research in Interactive Marketing.
  • Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. In SHS web of conferences (Vol. 74, p. 03014). EDP Sciences.
There are 111 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Gizem Karataş 0000-0002-1081-8485

İnci Dursun 0000-0002-9856-3914

Cansu Gökmen Köksal 0000-0001-9139-0451

Early Pub Date December 26, 2022
Publication Date December 26, 2022
Submission Date June 3, 2022
Acceptance Date November 4, 2022
Published in Issue Year 2022 Volume: 7 Issue: 2

Cite

APA Karataş, G., Dursun, İ., & Gökmen Köksal, C. (2022). FENOMEN PAZARLAMASINDA TÜKETİCİ SATIN ALMA NİYETİNE ETKİ EDEN FAKTÖRLER: PARASOSYAL ETKİLEŞİMİN ETKİLERİ VE ÖNCÜLLERİ. Journal of Research in Business, 7(2), 515-541. https://doi.org/10.54452/jrb.1125520

Cited By

MOBİL BANKACILIKTA MÜŞTERİ DENEYİMİ ÖNCÜLLERİ VE MÜŞTERİ DENEYİMİ İLE SADAKAT NİYETİNE ETKİSİ
Journal of Research in Business
https://doi.org/10.54452/jrb.1201891