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Parasocial relationships with micro-influencers: do sponsorship disclosure and electronic word-of-mouth disrupt?

Parasocial relationships with micro-influencers: do sponsorship disclosure and electronic... This study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM).Design/methodology/approachThe study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios.FindingsThe benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur.Originality/valueThis study focusses on micro-influencers and investigates whether the follower–micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Parasocial relationships with micro-influencers: do sponsorship disclosure and electronic word-of-mouth disrupt?

Internet Research , Volume 34 (3): 19 – May 21, 2024

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References (72)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-12-2021-0903
Publisher site
See Article on Publisher Site

Abstract

This study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM).Design/methodology/approachThe study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios.FindingsThe benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur.Originality/valueThis study focusses on micro-influencers and investigates whether the follower–micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM.

Journal

Internet ResearchEmerald Publishing

Published: May 21, 2024

Keywords: Micro-influencer; Parasocial relationship; Sponsorship disclosure; Electronic word-of-mouth; Customer engagement; Brand preferences; Purchase intention

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