The characteristics of interaction in the strong parasocial relationship amid followers and influencers: in the case of a Chinese social media platform Bilibili with influencer “MiFan”

Deng Tianshuo (2024) The characteristics of interaction in the strong parasocial relationship amid followers and influencers: in the case of a Chinese social media platform Bilibili with influencer “MiFan”. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The influencer marketing as a marketing strategy could enhance the popularity & sales of the products and services. From the previous research the parasocial relationship amid influencer and follower be viewed as an important factor in enhance the marketing campaign performance, then how to increase the parasocial relationship became an important research goal for influencer marketing. From most of the research findings, the “content attractiveness, self-disclosure, expertise, authenticity” be considered as the factors impact the parasocial relationship, but the interaction is also important, it can shift the parasocial relationship to the trans-parasocial relationship with interaction amid influencer & follower, then enhance the followers’ stickiness, cause higher purchase intention. In the present research, the research objective is to find out which features of influencer interaction could enhance parasocial relationship with better performance, based on previous research findings, the features be designed as 13 features and put them into the questionnaire, focus group, interview, content analysis as research methodologies. Because the previous research is highly focused on the international social media platform, lack of consideration of specific cultural contexts, so the sample for the research are mainly from a Chinese social media platform which so called Bilibili and chosen two influencers as the sample for the content analysis. The findings show that, the two-side-interaction amid influencer and follower indeed enhance the parasocial relationship intensity. The frequency could impact the parasocial relationship, but when the “emotional experience (cognition/appreciation, equality, positivity, friend-like)” factors and “interaction quality (sincerity, receptive, patience, targeted)” factors appeared in the interaction, the influence of frequency will decrease. In general, the performance of emotional experience better than interaction quality, and the feature “friend-like” will enhance the purchase intention of followers because the influencer be considered with “more credibility”. In the end, the research shows a model of influencer which be describe by interaction features, with the model, the marketer could evaluate the parasocial relationship between an influencer & its followers, then predict the performance of influencer marketing campaign, to reduce the marketing cost and increase the effectiveness.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Chinese social media, influencer marketing, Interaction, Interaction characteristic, Parasocial relationship
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Júl. 15. 10:01
Utolsó módosítás:	2024. Júl. 15. 10:01

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