學術產出-Theses
Article View/Open
Publication Export
-
題名 探討擬社會關係的形成與效果:Instagram中大型網紅與微網紅之比較
Examining the Antecedents and Efficacy of Parasocial Relationships with Macro- and Nano-Influencers on Instagram作者 柯承佑
Ko, Cheng-You貢獻者 林芝璇
Lin, Jhih-Syuan
柯承佑
Ko, Cheng-You關鍵詞 Instagram 網紅行銷
擬社會關係
來源可信度
贊助透明
自我接露
相似度
購買行為
Instagram influencer marketing
Parasocial relationship
Source credibility
Similarity
Sponsorship transparency
Self-disclosure
Purchase behavior日期 2022 上傳時間 1-Aug-2022 18:17:16 (UTC+8) 摘要 有鑑於Instagram網紅在Z世代中廣受歡迎,以及近年來網紅行銷的蓬勃發展,使用者與網紅間的擬社會關係(Parasocial Relationships, PSR)備受關注。本研究首先探討PSR的形成,並分析此關係對於消費者實際購買行為的中介效果,最後將不同種類的網紅可能產生的調節效果納入考量。為此,本研究共收集451份來自臺灣Z世代的有效問卷,邀請參與者提供一名正在追蹤的Instagram網紅並回報對其可信度、專業知識、吸引力、相似性、真實性、贊助透明度和自我揭露等七大面向之衡量,並根據粉絲人數將參與者提及的網紅,由研究者將其歸類為中大型網紅或微網紅。研究結果顯示,PSR會中介前述七大面向和使用者實際購買行為之間的關係。同時,網紅類型對於使用者的感知真實性及感知自我揭露具有調節效果。當兩者較低時,使用者與微網紅的PSR略強於與中大型網紅的關係;當兩者增加時則反之。研究結果亦顯示,無論網紅類別,感知可信度及感知相似性皆是PSR形成的主要因素。總歸而言,本研究除了分析PSR的形成及其與購買行為之間的關係,更進一步分析PSR是否會因網紅類別而有差異,以驗證及延伸現有文獻,並提供與未來研究方向及網紅行銷相關之建議。
Considering the popularity of Instagram influencers among Gen Zs as well as the growth of influencer marketing, the current research examines how the intimate and one-sided friendship—parasocial relationship (PSR)—is formed, how this relationship relates to purchase behavior of the followers, and the moderating role of influencer types. A total of 451 Taiwanese Gen Zs participated in the online survey. They were instructed to report the perceived trustworthiness, expertise, attractiveness, similarity, authenticity, sponsorship transparency, self-disclosure, PSR, and purchase behavior with regard to the influencer that they selected. The influencers were then categorized into macro-influencers and nano-influencers based on their number of followers. The findings suggest that PSR mediated the positive relationships between the antecedents and purchase behavior. Influencer types moderated the relationships between two antecedents (i.e., perceived authenticity and self-disclosure) and PSR. When perceived authenticity and self-disclosure were at a low (high) level, participants’ PSRs with nano-influencers were stronger (weaker) than that with macro-influencers. In addition, perceived trustworthiness and perceived similarity were the dominant predictors of PSRs for both macro-influencers and nano-influencers. Theoretical and practical implications of the findings and directions for future research are discussed.參考文獻 Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. Holt, Rinehart & Winston.Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When Social Media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146–157. https://doi.org/10.1016/j.jbusres.2021.04.025Aw, 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, 37(7), 895–908. https://doi.org/10.1108/jcm-10-2019-3474Bazarova, N. N., & Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication, 64(4), 635-657. https://doi.org/10.1111/jcom.12106Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ instagram posts. Spanish Journal of Marketing - ESIC, 24(1), 37–54. https://doi.org/10.1108/sjme-11-2019-0100Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro- and meso-influencers. Computers in Human Behavior, 103, 199–207. https://doi.org/10.1016/j.chb.2019.09.015Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 1–20. https://doi.org/10.1080/02650487.2021.1881237Campbell, C., & Evans, N. J. (2018). The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising. Journal of Interactive Marketing, 43, 17–32. https://doi.org/10.1016/j.intmar.2018.02.002Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003Carter, D. (2016). Hustle and Brand: The sociotechnical shaping of Influence. Social Media + Society, 2(3), 205630511666630. https://doi.org/10.1177/2056305116666305Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/oir-09-2016-0253Chan, K. K., & Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of Advertising, 19(3), 53–60. https://doi.org/10.1080/00913367.1990.10673192Chan, R. Y. (2001). Determinants of Chinese consumers` green purchase behavior. Psychology and Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550Chu, S. C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3), 263–281. https://doi.org/10.1080/08911762.2011.592461Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001Cohen, E. L., & Tyler, W. J. (2016). Examining perceived distance and personal authenticity as mediators of the effects of ghost-tweeting on parasocial interaction. Cyberpsychology, Behavior, and Social Networking, 19(5), 342–346. https://doi.org/10.1089/cyber.2015.0657Cohen, J., Weimann-Saks, D., & Mazor-Tregerman, M. (2017). Does character similarity increase identification and persuasion? Media Psychology, 21(3), 506–528. https://doi.org/10.1080/15213269.2017.1302344Cornwell, T. B. (2019). Less “sponsorship as advertising” and more sponsorship-linked marketing as authentic engagement. Journal of Advertising, 48(1), 49–60. https://doi.org/10.1080/00913367.2019.1588809De Cicco, R., Iacobucci, S., & Pagliaro, S. (2020). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International Journal of Advertising, 40(5), 733–759. https://doi.org/10.1080/02650487.2020.1801198De Jans, S., Van de Sompel, D., De Veirman, M., & Hudders, L. (2020). #Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through Source Evaluations. Computers in Human Behavior, 109, 106342. https://doi.org/10.1016/j.chb.2020.106342De 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. https://doi.org/10.1080/02650487.2017.1348035Demir, M., Şimşek, Ö. F., & Procsal, A. D. (2012). I am so happy ‘cause my best friend makes me feel unique: Friendship, personal sense of uniqueness and happiness. Journal of Happiness Studies, 14(4), 1201–1224. https://doi.org/10.1007/s10902-012-9376-9Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2015). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44. https://doi.org/10.1111/hcre.12063Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285-290. https://doi.org/10.1037/h0033731Duck, S., & Barnes, M. K. (1992). Disagreeing about agreement: Reconciling differences about similarity. Communication Monographs, 59(2), 199–208. https://doi.org/10.1080/03637759209376262Duffy, B. (2015). Amateur, autonomous, and collaborative: Myths of aspiring female cultural producers in web 2.0. Critical Studies in Media Communication, 32(1), 48–64. https://doi.org/10.1080/15295036.2014.997832Ermec Sertoglu, A., Catlı, O., & Korkmaz, S. (2013). Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, 4(1), 66–77.Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/00913367.2016.1274925Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371Federal Trade Commission. (2017a). CSGO Lotto Owners Settle FTC’s First-Ever Complaint Against Individual Social Media Influencers. https://www.ftc.gov/news-events/news/press-releases/2017/09/csgo-lotto-owners-settle-ftcs-first-ever-complaint-against-individual-social-media-influencersFederal Trade Commission. (2017b). FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship. https://www.ftc.gov/news-events/news/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose-relationshipFederal Trade Commission. (2019). Disclosures 101 for Social Media Influencers. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencersFehr, B. (2008). Friendship formation. In S. Sprecher, A. Wenzel, & J. Harvey (Eds.), Handbook of relationship initiation (pp. 29–54). Psychology Press.Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1. https://doi.org/10.1086/209380Fu, S., Xu, Y., & Yan, Q. (2017). Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce. Journal of Strategic Marketing, 27(2), 100–118. https://doi.org/10.1080/0965254x.2017.1384045Geyser, W. (2021, December 29). The state of Influencer Marketing 2022: Benchmark Report. Influencer Marketing Hub. Retrieved July 5, 2022, from https://influencermarketinghub.com/influencer-marketing-benchmark-report/Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychology, 4(3), 279–305. https://doi.org/10.1207/s1532785xmep0403_04Greene, K., Derlega, V. J., & Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships, 409-427.GWI. (2022a). Social media use by generation. Globalwebindex. https://www.gwi.com/reports/social-media-across-generationsGWI. (2022b). The biggest social media trends for 2022. Globalwebindex. https://www.gwi.com/reports/socialHartmann, T. (2008). Parasocial interactions and paracommunication with new media characters. In Mediated Interpersonal Communication (1st ed., pp. 177–199). essay, Routledge.Hoffner, C., & Buchanan, M. (2005). Young adults` wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology, 7(4), 325–351. https://doi.org/10.1207/s1532785xmep0704_2Hoffner, C., & Cantor, J. (1991). Perceiving and responding to mass media characters. In J. Bryant & D. Zillmann (Eds.), Responding to the screen: Reception and reaction processes (pp. 63–101). Lawrence Erlbaum Associates, Inc.Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635. https://doi.org/10.1086/266350Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. psychological studies of opinion change. Yale University Press.Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925Hwang, 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. https://doi.org/10.1016/j.chb.2018.05.029Igartua, J. J., & Guerrero-Martín, I. (2022). Personal migrant stories as persuasive devices: Effects of audience–character similarity and narrative voice. Journal of Social and Political Psychology, 10(1), 21–34. https://doi.org/10.5964/jspp.8237Interactive Advertising Bureau. (2018). Inside influence: Why publishers are increasingly turning to influencer marketing and what that means for marketers. Interactive Advertising Bureau. https://www.iab.com/wp-content/uploads /2018/01/IAB_Influencer_Marketing_ for_Publishers_2018-01-25.pdf.Janssen, L., Schouten, A. P., & Croes, E. A. (2021). Influencer advertising on Instagram: Product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 24(3), 1–27. https://doi.org/10.1080/02650487.2021.1994205Jarzyna, C. L. (2020). Parasocial interaction, the covid-19 quarantine, and digital Age Media. Human Arenas, 2020. 1–17.https://doi.org/10.1007/s42087-020-00156-0Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/mip-09-2018-0375Jin, 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. https://doi.org/10.1080/00913367.2013.827606Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15–24. https://doi.org/10.1080/00913367.1982.10672807Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When Beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175Kareklas, I., Muehling, D. D., & Weber, T. J. (2015). Reexamining health messages in the digital age: A fresh look at source credibility effects. Journal of Advertising, 44(2), 88–104. https://doi.org/10.1080/00913367.2015.1018461Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248–278. https://doi.org/10.1080/0267257x.2020.1718740Ki, C. W., 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. https://doi.org/10.1016/j.jretconser.2020.102133Kim, D. Y., & Kim, H. Y. (2021). Trust me, Trust Me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024Kim, S. J., Maslowska, E., & Tamaddoni, A. (2019). The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews. Decision Support Systems, 116, 114–124. https://doi.org/10.1016/j.dss.2018.10.014KOL Radar. (2021, August 31). 2021 百大影響力網紅數據洞察報告書x數位時代. KOL Radar. Retrieved September 21, 2021, from https://www.kolradar.com/reports/2021-top100-kolKurtin, K. S., O`Brien, N. F., Roy, D., & Dam, L. (2019). Parasocial Relationships with Musicians. The Journal of Social Media in Society, 8(2), 30–50.Le, K., & Aydin, G. (2022). Impact of the pandemic on social media influencer marketing in fashion: A qualitative study. Qualitative Market Research: An International Journal. https://doi.org/10.1108/qmr-11-2021-0133Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: Scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822–841. https://doi.org/10.1108/jrim-12-2020-0253Lee, S. S., & Johnson, B. K. (2022). Are they being authentic? the effects of self-disclosure and message sidedness on sponsored post effectiveness. International Journal of Advertising, 41(1), 30–53. https://doi.org/10.1080/02650487.2021.1986257Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311. https://doi.org/10.1080/10696679.2021.1935275Li, Y., & Peng, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960–978. https://doi.org/10.1108/mip-04-2021-0104Lim, X. J., Radzol, A. R. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 1–18. https://doi.org/10.1080/00913367.2021.1880345Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501Luo, M., & Hancock, J. T. (2020). Self-disclosure and social media: Motivations, mechanisms and psychological well-being. Current Opinion in Psychology, 31, 110–115. https://doi.org/10.1016/j.copsyc.2019.08.019Luoma-aho, V., Pirttimäki, T., Maity, D., Munnukka, J., & Reinikainen, H. (2019). Primed authenticity: How priming impacts authenticity perception of social media influencers. International Journal of Strategic Communication, 13(4), 352–365. https://doi.org/10.1080/1553118x.2019.1617716Lyu, J., & Lehto Brewster, M. (2020). Exploring the parasocial impact of nano, micro and macro influencers. Pivoting for the Pandemic. https://doi.org/10.31274/itaa.12254Mander, J., Buckle C., & Morris, T. (2020). Most important social media platforms for B2B and B2C marketers worldwide as of January 2020. GlobalWebIndex. https://www.gwi.com/reports/generation-zMander, J. & Gilsenan K. (2019). Influencer marketing—Exploring the current influencer marketing landscape and its future potential. GlobalWebIndex. https://www.gwi.com/reports/influencer-marketingMasuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behavior, 93, 226–234. https://doi.org/10.1016/j.chb.2018.12.014Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191Olenski, S. (2018, April 2). Brands, branding and celebrities. Forbes. Retrieved January 2, 2022, from https://www.forbes.com/sites/steveolenski/2018/04/02/brands-branding-and-celebrities/?sh=5a6d8abe4db9Park, N., Jin, B., & Jin, S. A. A. (2011). Effects of self-disclosure on relational intimacy in Facebook. Computers in Human Behavior, 27(5), 1974–1983. https://doi.org/10.1016/j.chb.2011.05.004Peres, R., & Silva, M. (2021). The role of micro-influencers in the consumer decision-making process in the hospitality field. European Journal of Tourism, Hospitality and Recreation, 11(1), 102–112. https://doi.org/10.2478/ejthr-2021-0010Perse, E. M., & Rubin, R. B. (1989). Attribution in social and Parasocial relationships. Communication Research, 16(1), 59–77. https://doi.org/10.1177/009365089016001003Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. http://www.jstor.org/stable/2488919Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.-M. (2019). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118x.2019.1609965Putnam, R. (2000). Bowling alone: Collapse and revival of American community. New York: Simon & Schuster.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. https://doi.org/10.1080/0267257x.2019.1708781Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008). Cross-sectional versus longitudinal survey research: Concepts, findings, and Guidelines. Journal of Marketing Research, 45(3), 261–279. https://doi.org/10.1509/jmkr.45.3.261Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664Ruppel, E. K. (2015). The affordance Utilization Model: Communication Technology use as relationships develop. Marriage & Family Review, 51(8), 669–686. https://doi.org/10.1080/01494929.2015.1061628Santora, J. (2022). Key influencer marketing statistics you need to know for 2022. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing-statistics/Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898Sepp, M., Liljander, V., & Gummerus, J. (2011). Private bloggers` motivations to produce content – A gratifications theory perspective. Journal of Marketing Management, 27(13-14), 1479–1503. https://doi.org/10.1080/0267257x.2011.624532Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14(4), 361–378. https://doi.org/10.1002/(sici)1520-6793(199707)14:4<361::aid-mar4>3.0.co;2-7Shimp, T. A., & Kavas, A. (1984). The theory of reasoned action applied to coupon usage. Journal of Consumer Research, 11(3), 795. https://doi.org/10.1086/209015Shoenberger, H., & Kim, E. (2022). Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity. International Journal of Advertising, 1–16. https://doi.org/10.1080/02650487.2022.2075636Shoenberger, H., Kim, E. A., & Johnson, E. K. (2019). #beingreal about Instagram ad models: The effects of perceived authenticity. Journal of Advertising Research, 60(2), 197–207. https://doi.org/10.2501/jar-2019-035Simon, H. A. (1972). Theories of bounded rationality. Decision and organization, 1(1), 161-176.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, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011Stacey, H. (2019, May 17). Introducing Generation Z: The newest team member [Image attached] [Post]. LinkedIn. https://www.linkedin.com/pulse/introducing-generation-z-newest-team-member-helen-stacey/Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17–35. https://doi.org/10.1080/00913367.2002.10673664Taiwan Network Information Center. (2020, December 11). Taiwan Internet Report 2020. Taiwan Network Information Center. Retrieved January 3, 2022, from https://report.twnic.tw/2020/en/TrendAnalysis_internetUsage.htmlTemperley, J. & Tangen, D. (2006). The Pinocchio factor in consumer attitudes towards celebrity endorsement: celebrity endorsement, the Reebok brand, and an examination of a recent campaign. Journal of Innovative Marketing, 2(3), 97-106.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. https://doi.org/10.1080/15205430903296051Till, B. D., & Busler, M. (1998). Matching products with endorsers: Attractiveness Versus Expertise. Journal of Consumer Marketing, 15(6), 576–586. https://doi.org/10.1108/07363769810241445Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274Tukachinsky, R., Walter, N., & Saucier, C. J. (2020). Antecedents and effects of parasocial relationships: A meta-analysis. Journal of Communication, 70(6), 868–894. https://doi.org/10.1093/joc/jqaa034Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443–453. https://doi.org/10.1080/01463379309369904Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), 592-602. https://DOI:10.1016/j.ijinfomgt.2014.04.007van Driel, L., & Dumitrica, D. (2021). Selling brands while staying “authentic”: The Professionalization of Instagram influencers. Convergence: The International Journal of Research into New Media Technologies, 27(1), 66–84. https://doi.org/10.1177/1354856520902136Van Lange, P. A., Rusbult, C. E., Semin-Goossens, A., Görts, C. A., & Stalpers, M. (1999). Being better than others but otherwise perfectly normal: Perceptions of uniqueness and similarity in close relationships. Personal Relationships, 6(3), 269-289. https://doi.org/10.1111/j.1475-6811.1999.tb00192.xVoorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808Wojdynski, B. W., Evans, N. J., & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115–137. https://doi.org/10.1111/joca.12144Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: Effects of influencer transparency on product efficacy and purchase intentions. Journal of Product & Brand Management, 29(5), 675–688. https://doi.org/10.1108/jpbm-05-2019-2362Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795–3803. https://doi.org/10.1016/j.jbusres.2015.12.071Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
108461009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108461009 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin, Jhih-Syuan en_US dc.contributor.author (Authors) 柯承佑 zh_TW dc.contributor.author (Authors) Ko, Cheng-You en_US dc.creator (作者) 柯承佑 zh_TW dc.creator (作者) Ko, Cheng-You en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 18:17:16 (UTC+8) - dc.date.available 1-Aug-2022 18:17:16 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 18:17:16 (UTC+8) - dc.identifier (Other Identifiers) G0108461009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141202 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 108461009 zh_TW dc.description.abstract (摘要) 有鑑於Instagram網紅在Z世代中廣受歡迎,以及近年來網紅行銷的蓬勃發展,使用者與網紅間的擬社會關係(Parasocial Relationships, PSR)備受關注。本研究首先探討PSR的形成,並分析此關係對於消費者實際購買行為的中介效果,最後將不同種類的網紅可能產生的調節效果納入考量。為此,本研究共收集451份來自臺灣Z世代的有效問卷,邀請參與者提供一名正在追蹤的Instagram網紅並回報對其可信度、專業知識、吸引力、相似性、真實性、贊助透明度和自我揭露等七大面向之衡量,並根據粉絲人數將參與者提及的網紅,由研究者將其歸類為中大型網紅或微網紅。研究結果顯示,PSR會中介前述七大面向和使用者實際購買行為之間的關係。同時,網紅類型對於使用者的感知真實性及感知自我揭露具有調節效果。當兩者較低時,使用者與微網紅的PSR略強於與中大型網紅的關係;當兩者增加時則反之。研究結果亦顯示,無論網紅類別,感知可信度及感知相似性皆是PSR形成的主要因素。總歸而言,本研究除了分析PSR的形成及其與購買行為之間的關係,更進一步分析PSR是否會因網紅類別而有差異,以驗證及延伸現有文獻,並提供與未來研究方向及網紅行銷相關之建議。 zh_TW dc.description.abstract (摘要) Considering the popularity of Instagram influencers among Gen Zs as well as the growth of influencer marketing, the current research examines how the intimate and one-sided friendship—parasocial relationship (PSR)—is formed, how this relationship relates to purchase behavior of the followers, and the moderating role of influencer types. A total of 451 Taiwanese Gen Zs participated in the online survey. They were instructed to report the perceived trustworthiness, expertise, attractiveness, similarity, authenticity, sponsorship transparency, self-disclosure, PSR, and purchase behavior with regard to the influencer that they selected. The influencers were then categorized into macro-influencers and nano-influencers based on their number of followers. The findings suggest that PSR mediated the positive relationships between the antecedents and purchase behavior. Influencer types moderated the relationships between two antecedents (i.e., perceived authenticity and self-disclosure) and PSR. When perceived authenticity and self-disclosure were at a low (high) level, participants’ PSRs with nano-influencers were stronger (weaker) than that with macro-influencers. In addition, perceived trustworthiness and perceived similarity were the dominant predictors of PSRs for both macro-influencers and nano-influencers. Theoretical and practical implications of the findings and directions for future research are discussed. en_US dc.description.tableofcontents ABSTRACT iCHAPTER 1 Introduction 1CHAPTER 2 Literature Review 52.1. Influencers 52.2. Parasocial Relationship (PSR) and Purchase Behavior (PB) 62.3. Trustworthiness, Expertise and Attractiveness 82.4. Similarity 112.5. Authenticity 122.6. Sponsorship Transparency 142.7. Self-disclosure 16CHAPTER 3 Methodology 243.1. Study Design 243.2. Data Collection 243.3. Study Procedure 263.4. Measurements 263.4.1. Self-report on Instagram influencers 263.4.2. Trustworthiness, Expertise, Attractiveness, and Similarity 273.4.3. Authenticity 283.4.4. Sponsorship Transparency 293.4.5. Self-disclosure 303.4.6. Parasocial Relationship 313.4.3. Purchase Behavior 32CHAPTER 4 Results 344.1. Descriptive Statistics 344.2. Reliability Analysis 364.3. Hypotheses Testing 404.4. Moderation Analysis 47CHAPTER 5 Discussion and Conclusion 565.1. The Mediating Effect of PSR between the Antecedents and Purchase Behavior 565.1.1. Source Credibility Model 575.1.2. Similarity 595.1.3. Authenticity 605.1.4. Sponsorship Transparency 615.1.5. Self-disclosure 625.2. The Moderating Effects of Influencer Types 635.2.1. Relationships between the Antecedents and PSR 635.2.2. Nature of PSR Formation 665.3. Research Contributions 685.3.1. Theoretical Implications 685.3.2. Practical Implications 705.4. Limitations and Future Research 71References 74Appendix 99Survey Questionnaire 99 zh_TW dc.format.extent 2315873 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108461009 en_US dc.subject (關鍵詞) Instagram 網紅行銷 zh_TW dc.subject (關鍵詞) 擬社會關係 zh_TW dc.subject (關鍵詞) 來源可信度 zh_TW dc.subject (關鍵詞) 贊助透明 zh_TW dc.subject (關鍵詞) 自我接露 zh_TW dc.subject (關鍵詞) 相似度 zh_TW dc.subject (關鍵詞) 購買行為 zh_TW dc.subject (關鍵詞) Instagram influencer marketing en_US dc.subject (關鍵詞) Parasocial relationship en_US dc.subject (關鍵詞) Source credibility en_US dc.subject (關鍵詞) Similarity en_US dc.subject (關鍵詞) Sponsorship transparency en_US dc.subject (關鍵詞) Self-disclosure en_US dc.subject (關鍵詞) Purchase behavior en_US dc.title (題名) 探討擬社會關係的形成與效果:Instagram中大型網紅與微網紅之比較 zh_TW dc.title (題名) Examining the Antecedents and Efficacy of Parasocial Relationships with Macro- and Nano-Influencers on Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. Holt, Rinehart & Winston.Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When Social Media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008Aw, E. C. X., & Chuah, S. H. W. (2021). “Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy. Journal of Business Research, 132, 146–157. https://doi.org/10.1016/j.jbusres.2021.04.025Aw, 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, 37(7), 895–908. https://doi.org/10.1108/jcm-10-2019-3474Bazarova, N. N., & Choi, Y. H. (2014). Self-disclosure in social media: Extending the functional approach to disclosure motivations and characteristics on social network sites. Journal of Communication, 64(4), 635-657. https://doi.org/10.1111/jcom.12106Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ instagram posts. Spanish Journal of Marketing - ESIC, 24(1), 37–54. https://doi.org/10.1108/sjme-11-2019-0100Boerman, S. C. (2020). The effects of the standardized Instagram disclosure for micro- and meso-influencers. Computers in Human Behavior, 103, 199–207. https://doi.org/10.1016/j.chb.2019.09.015Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 1–20. https://doi.org/10.1080/02650487.2021.1881237Campbell, C., & Evans, N. J. (2018). The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising. Journal of Interactive Marketing, 43, 17–32. https://doi.org/10.1016/j.intmar.2018.02.002Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003Carter, D. (2016). Hustle and Brand: The sociotechnical shaping of Influence. Social Media + Society, 2(3), 205630511666630. https://doi.org/10.1177/2056305116666305Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/oir-09-2016-0253Chan, K. K., & Misra, S. (1990). Characteristics of the opinion leader: A new dimension. Journal of Advertising, 19(3), 53–60. https://doi.org/10.1080/00913367.1990.10673192Chan, R. Y. (2001). Determinants of Chinese consumers` green purchase behavior. Psychology and Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550Chu, S. C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross-cultural study of the United States and China. Journal of Global Marketing, 24(3), 263–281. https://doi.org/10.1080/08911762.2011.592461Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001Cohen, E. L., & Tyler, W. J. (2016). Examining perceived distance and personal authenticity as mediators of the effects of ghost-tweeting on parasocial interaction. Cyberpsychology, Behavior, and Social Networking, 19(5), 342–346. https://doi.org/10.1089/cyber.2015.0657Cohen, J., Weimann-Saks, D., & Mazor-Tregerman, M. (2017). Does character similarity increase identification and persuasion? Media Psychology, 21(3), 506–528. https://doi.org/10.1080/15213269.2017.1302344Cornwell, T. B. (2019). Less “sponsorship as advertising” and more sponsorship-linked marketing as authentic engagement. Journal of Advertising, 48(1), 49–60. https://doi.org/10.1080/00913367.2019.1588809De Cicco, R., Iacobucci, S., & Pagliaro, S. (2020). The effect of influencer–product fit on advertising recognition and the role of an enhanced disclosure in increasing sponsorship transparency. International Journal of Advertising, 40(5), 733–759. https://doi.org/10.1080/02650487.2020.1801198De Jans, S., Van de Sompel, D., De Veirman, M., & Hudders, L. (2020). #Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through Source Evaluations. Computers in Human Behavior, 109, 106342. https://doi.org/10.1016/j.chb.2020.106342De 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. https://doi.org/10.1080/02650487.2017.1348035Demir, M., Şimşek, Ö. F., & Procsal, A. D. (2012). I am so happy ‘cause my best friend makes me feel unique: Friendship, personal sense of uniqueness and happiness. Journal of Happiness Studies, 14(4), 1201–1224. https://doi.org/10.1007/s10902-012-9376-9Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2015). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44. https://doi.org/10.1111/hcre.12063Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285-290. https://doi.org/10.1037/h0033731Duck, S., & Barnes, M. K. (1992). Disagreeing about agreement: Reconciling differences about similarity. Communication Monographs, 59(2), 199–208. https://doi.org/10.1080/03637759209376262Duffy, B. (2015). Amateur, autonomous, and collaborative: Myths of aspiring female cultural producers in web 2.0. Critical Studies in Media Communication, 32(1), 48–64. https://doi.org/10.1080/15295036.2014.997832Ermec Sertoglu, A., Catlı, O., & Korkmaz, S. (2013). Examining the Effect of Endorser Credibility on the Consumers’ Buying Intentions: An Empirical Study in Turkey. International Review of Management and Marketing, 4(1), 66–77.Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/00913367.2016.1274925Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371Federal Trade Commission. (2017a). CSGO Lotto Owners Settle FTC’s First-Ever Complaint Against Individual Social Media Influencers. https://www.ftc.gov/news-events/news/press-releases/2017/09/csgo-lotto-owners-settle-ftcs-first-ever-complaint-against-individual-social-media-influencersFederal Trade Commission. (2017b). FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship. https://www.ftc.gov/news-events/news/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose-relationshipFederal Trade Commission. (2019). Disclosures 101 for Social Media Influencers. https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencersFehr, B. (2008). Friendship formation. In S. Sprecher, A. Wenzel, & J. Harvey (Eds.), Handbook of relationship initiation (pp. 29–54). Psychology Press.Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1. https://doi.org/10.1086/209380Fu, S., Xu, Y., & Yan, Q. (2017). Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce. Journal of Strategic Marketing, 27(2), 100–118. https://doi.org/10.1080/0965254x.2017.1384045Geyser, W. (2021, December 29). The state of Influencer Marketing 2022: Benchmark Report. Influencer Marketing Hub. Retrieved July 5, 2022, from https://influencermarketinghub.com/influencer-marketing-benchmark-report/Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychology, 4(3), 279–305. https://doi.org/10.1207/s1532785xmep0403_04Greene, K., Derlega, V. J., & Mathews, A. (2006). Self-disclosure in personal relationships. The Cambridge handbook of personal relationships, 409-427.GWI. (2022a). Social media use by generation. Globalwebindex. https://www.gwi.com/reports/social-media-across-generationsGWI. (2022b). The biggest social media trends for 2022. Globalwebindex. https://www.gwi.com/reports/socialHartmann, T. (2008). Parasocial interactions and paracommunication with new media characters. In Mediated Interpersonal Communication (1st ed., pp. 177–199). essay, Routledge.Hoffner, C., & Buchanan, M. (2005). Young adults` wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology, 7(4), 325–351. https://doi.org/10.1207/s1532785xmep0704_2Hoffner, C., & Cantor, J. (1991). Perceiving and responding to mass media characters. In J. Bryant & D. Zillmann (Eds.), Responding to the screen: Reception and reaction processes (pp. 63–101). Lawrence Erlbaum Associates, Inc.Horton, D., & Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635. https://doi.org/10.1086/266350Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. psychological studies of opinion change. Yale University Press.Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925Hwang, 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. https://doi.org/10.1016/j.chb.2018.05.029Igartua, J. J., & Guerrero-Martín, I. (2022). Personal migrant stories as persuasive devices: Effects of audience–character similarity and narrative voice. Journal of Social and Political Psychology, 10(1), 21–34. https://doi.org/10.5964/jspp.8237Interactive Advertising Bureau. (2018). Inside influence: Why publishers are increasingly turning to influencer marketing and what that means for marketers. Interactive Advertising Bureau. https://www.iab.com/wp-content/uploads /2018/01/IAB_Influencer_Marketing_ for_Publishers_2018-01-25.pdf.Janssen, L., Schouten, A. P., & Croes, E. A. (2021). Influencer advertising on Instagram: Product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 24(3), 1–27. https://doi.org/10.1080/02650487.2021.1994205Jarzyna, C. L. (2020). Parasocial interaction, the covid-19 quarantine, and digital Age Media. Human Arenas, 2020. 1–17.https://doi.org/10.1007/s42087-020-00156-0Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 37(5), 567–579. https://doi.org/10.1108/mip-09-2018-0375Jin, 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. https://doi.org/10.1080/00913367.2013.827606Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of Advertising, 11(3), 15–24. https://doi.org/10.1080/00913367.1982.10672807Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When Beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.10673175Kareklas, I., Muehling, D. D., & Weber, T. J. (2015). Reexamining health messages in the digital age: A fresh look at source credibility effects. Journal of Advertising, 44(2), 88–104. https://doi.org/10.1080/00913367.2015.1018461Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248–278. https://doi.org/10.1080/0267257x.2020.1718740Ki, C. W., 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. https://doi.org/10.1016/j.jretconser.2020.102133Kim, D. Y., & Kim, H. Y. (2021). Trust me, Trust Me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024Kim, S. J., Maslowska, E., & Tamaddoni, A. (2019). The paradox of (dis)trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews. Decision Support Systems, 116, 114–124. https://doi.org/10.1016/j.dss.2018.10.014KOL Radar. (2021, August 31). 2021 百大影響力網紅數據洞察報告書x數位時代. KOL Radar. Retrieved September 21, 2021, from https://www.kolradar.com/reports/2021-top100-kolKurtin, K. S., O`Brien, N. F., Roy, D., & Dam, L. (2019). Parasocial Relationships with Musicians. The Journal of Social Media in Society, 8(2), 30–50.Le, K., & Aydin, G. (2022). Impact of the pandemic on social media influencer marketing in fashion: A qualitative study. Qualitative Market Research: An International Journal. https://doi.org/10.1108/qmr-11-2021-0133Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: Scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822–841. https://doi.org/10.1108/jrim-12-2020-0253Lee, S. S., & Johnson, B. K. (2022). Are they being authentic? the effects of self-disclosure and message sidedness on sponsored post effectiveness. International Journal of Advertising, 41(1), 30–53. https://doi.org/10.1080/02650487.2021.1986257Leite, F. P., & Baptista, P. D. P. (2022). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311. https://doi.org/10.1080/10696679.2021.1935275Li, Y., & Peng, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960–978. https://doi.org/10.1108/mip-04-2021-0104Lim, X. J., Radzol, A. R. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442. https://doi.org/10.1016/j.bushor.2018.01.010Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 1–18. https://doi.org/10.1080/00913367.2021.1880345Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501Luo, M., & Hancock, J. T. (2020). Self-disclosure and social media: Motivations, mechanisms and psychological well-being. Current Opinion in Psychology, 31, 110–115. https://doi.org/10.1016/j.copsyc.2019.08.019Luoma-aho, V., Pirttimäki, T., Maity, D., Munnukka, J., & Reinikainen, H. (2019). Primed authenticity: How priming impacts authenticity perception of social media influencers. International Journal of Strategic Communication, 13(4), 352–365. https://doi.org/10.1080/1553118x.2019.1617716Lyu, J., & Lehto Brewster, M. (2020). Exploring the parasocial impact of nano, micro and macro influencers. Pivoting for the Pandemic. https://doi.org/10.31274/itaa.12254Mander, J., Buckle C., & Morris, T. (2020). Most important social media platforms for B2B and B2C marketers worldwide as of January 2020. GlobalWebIndex. https://www.gwi.com/reports/generation-zMander, J. & Gilsenan K. (2019). Influencer marketing—Exploring the current influencer marketing landscape and its future potential. GlobalWebIndex. https://www.gwi.com/reports/influencer-marketingMasuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behavior, 93, 226–234. https://doi.org/10.1016/j.chb.2018.12.014Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191Olenski, S. (2018, April 2). Brands, branding and celebrities. Forbes. Retrieved January 2, 2022, from https://www.forbes.com/sites/steveolenski/2018/04/02/brands-branding-and-celebrities/?sh=5a6d8abe4db9Park, N., Jin, B., & Jin, S. A. A. (2011). Effects of self-disclosure on relational intimacy in Facebook. Computers in Human Behavior, 27(5), 1974–1983. https://doi.org/10.1016/j.chb.2011.05.004Peres, R., & Silva, M. (2021). The role of micro-influencers in the consumer decision-making process in the hospitality field. European Journal of Tourism, Hospitality and Recreation, 11(1), 102–112. https://doi.org/10.2478/ejthr-2021-0010Perse, E. M., & Rubin, R. B. (1989). Attribution in social and Parasocial relationships. Communication Research, 16(1), 59–77. https://doi.org/10.1177/009365089016001003Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146. http://www.jstor.org/stable/2488919Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.-M. (2019). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. International Journal of Strategic Communication, 13(4), 336–351. https://doi.org/10.1080/1553118x.2019.1609965Putnam, R. (2000). Bowling alone: Collapse and revival of American community. New York: Simon & Schuster.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. https://doi.org/10.1080/0267257x.2019.1708781Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008). Cross-sectional versus longitudinal survey research: Concepts, findings, and Guidelines. Journal of Marketing Research, 45(3), 261–279. https://doi.org/10.1509/jmkr.45.3.261Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/10.1080/08838158709386664Ruppel, E. K. (2015). The affordance Utilization Model: Communication Technology use as relationships develop. Marriage & Family Review, 51(8), 669–686. https://doi.org/10.1080/01494929.2015.1061628Santora, J. (2022). Key influencer marketing statistics you need to know for 2022. Influencer Marketing Hub. https://influencermarketinghub.com/influencer-marketing-statistics/Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898Sepp, M., Liljander, V., & Gummerus, J. (2011). Private bloggers` motivations to produce content – A gratifications theory perspective. Journal of Marketing Management, 27(13-14), 1479–1503. https://doi.org/10.1080/0267257x.2011.624532Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: Mediating role of consumer emotions. Psychology and Marketing, 14(4), 361–378. https://doi.org/10.1002/(sici)1520-6793(199707)14:4<361::aid-mar4>3.0.co;2-7Shimp, T. A., & Kavas, A. (1984). The theory of reasoned action applied to coupon usage. Journal of Consumer Research, 11(3), 795. https://doi.org/10.1086/209015Shoenberger, H., & Kim, E. (2022). Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity. International Journal of Advertising, 1–16. https://doi.org/10.1080/02650487.2022.2075636Shoenberger, H., Kim, E. A., & Johnson, E. K. (2019). #beingreal about Instagram ad models: The effects of perceived authenticity. Journal of Advertising Research, 60(2), 197–207. https://doi.org/10.2501/jar-2019-035Simon, H. A. (1972). Theories of bounded rationality. Decision and organization, 1(1), 161-176.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, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011Stacey, H. (2019, May 17). Introducing Generation Z: The newest team member [Image attached] [Post]. LinkedIn. https://www.linkedin.com/pulse/introducing-generation-z-newest-team-member-helen-stacey/Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17–35. https://doi.org/10.1080/00913367.2002.10673664Taiwan Network Information Center. (2020, December 11). Taiwan Internet Report 2020. Taiwan Network Information Center. Retrieved January 3, 2022, from https://report.twnic.tw/2020/en/TrendAnalysis_internetUsage.htmlTemperley, J. & Tangen, D. (2006). The Pinocchio factor in consumer attitudes towards celebrity endorsement: celebrity endorsement, the Reebok brand, and an examination of a recent campaign. Journal of Innovative Marketing, 2(3), 97-106.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. https://doi.org/10.1080/15205430903296051Till, B. D., & Busler, M. (1998). Matching products with endorsers: Attractiveness Versus Expertise. Journal of Consumer Marketing, 15(6), 576–586. https://doi.org/10.1108/07363769810241445Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274Tukachinsky, R., Walter, N., & Saucier, C. J. (2020). Antecedents and effects of parasocial relationships: A meta-analysis. Journal of Communication, 70(6), 868–894. https://doi.org/10.1093/joc/jqaa034Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443–453. https://doi.org/10.1080/01463379309369904Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), 592-602. https://DOI:10.1016/j.ijinfomgt.2014.04.007van Driel, L., & Dumitrica, D. (2021). Selling brands while staying “authentic”: The Professionalization of Instagram influencers. Convergence: The International Journal of Research into New Media Technologies, 27(1), 66–84. https://doi.org/10.1177/1354856520902136Van Lange, P. A., Rusbult, C. E., Semin-Goossens, A., Görts, C. A., & Stalpers, M. (1999). Being better than others but otherwise perfectly normal: Perceptions of uniqueness and similarity in close relationships. Personal Relationships, 6(3), 269-289. https://doi.org/10.1111/j.1475-6811.1999.tb00192.xVoorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808Wojdynski, B. W., Evans, N. J., & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115–137. https://doi.org/10.1111/joca.12144Woodroof, P. J., Howie, K. M., Syrdal, H. A., & VanMeter, R. (2020). What’s done in the dark will be brought to the light: Effects of influencer transparency on product efficacy and purchase intentions. Journal of Product & Brand Management, 29(5), 675–688. https://doi.org/10.1108/jpbm-05-2019-2362Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795–3803. https://doi.org/10.1016/j.jbusres.2015.12.071Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147. https://doi.org/10.1080/15252019.2020.1769514 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200926 en_US