Virtual Influencer Marketing: From Social Identification to Parasocial Relationship

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dc.contributor.authorYin, Guoqing
dc.contributor.authorPei, Yanli
dc.contributor.authorFarivar, Samira
dc.contributor.authorWang, Fang
dc.contributor.authorWang, Shan
dc.date.accessioned2024-12-26T21:06:42Z
dc.date.available2024-12-26T21:06:42Z
dc.date.issued2025-01-07
dc.description.abstractThe role of parasocial relationships in social media influencer research has garnered substantial attention, particularly in the context of virtual influencers. Drawing from social identity and parasocial relationship theories, this research examines how followers’ social identification influences their perceived parasocial relationships with virtual influencers. An empirical analysis of survey data from 372 followers of virtual influencers reveals that both cognitive and affective identifications enhance followers’ perceived parasocial relationships with virtual influencers, with affective identification exerting a more pronounced effect than cognitive identification. Moreover, the type of virtual influencer moderates these effects, with the impact of social identification on parasocial relationships being stronger for followers of human-like influencers compared to those of non-human-like ones.
dc.format.extent10
dc.identifier.doi10.24251/HICSS.2025.342
dc.identifier.isbn978-0-9981331-8-8
dc.identifier.other910d5280-21ad-4179-8781-c8ef096e8acc
dc.identifier.urihttps://hdl.handle.net/10125/109183
dc.relation.ispartofProceedings of the 58th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Influencers and Influencing
dc.subjectinfluencer type, parasocial relationship, social identity, social media, virtual influencers
dc.titleVirtual Influencer Marketing: From Social Identification to Parasocial Relationship
dc.typeConference Paper
dc.type.dcmiText
prism.startingpage2832

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