マスダ ヒサシ   Hisashi MASUDA   増田　央    所属   京都外国語大学  国際貢献学部 グローバル観光学科    職種   准教授
言語種別	英語
発行・発表の年月	2022/01
形態種別	論文
査読	査読あり
標題	Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
執筆形態	共著
掲載誌名	Technological Forecasting and Social Change
掲載区分	国外
巻・号・頁	174
担当区分	筆頭著者
国際共著	国際共著
著者・共著者	Masuda, H., Han, S. H., & Lee, J.
概要	Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and followers. PSR has not often been weighted against other widely used relationship marketing constructs, despite the multitude of PSR studies. This study developed a research model based on the theory of persuasion. Data were collected through a survey of respondents who bought products/services after watching YouTube advertisements made by influencers. The study found that PSR had a significantly positive impact on purchase intentions relative to other characterizations.