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Cited by 671Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

You really are a great big sister’—parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing

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Reinikainen, Hanna, Munnukka, Juha, Maity, Devdeep, Luoma-aho, Vilma·2020·Journal of Marketing Management
DOI 10.1080/0267257x.2019.1708781
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Abstract

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.

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Cited by

Sorted by citations

Authors
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V.
Affiliations
  • University of Jyväskylä (FI)
  • Delaware State University (US)
  • Jyväskylä University School of Business and Economics
Corresponding author
Reinikainen, Hanna
ORCID
Venue
Journal of Marketing Management
Publisher
Informa UK Limited
Published
2020-01-09
Volume
36
Issue
3-4
Pages
279-298
ISSN
  • 0267-257X (ISSN-L)
  • 1472-1376
DOI
10.1080/0267257x.2019.1708781
OpenAlex
W2999899591
Cited by
671
References
9
Citations by year
2026: 119 · 2025: 141 · 2024: 116 · 2023: 174 · 2022: 61 · 2021: 51 · 2020: 8 · 2019: 1
FWCI
91.43
Type
journal article
Language
en
Open access
Locations
  • Journal of Marketing Management (publishedVersion)
  • Jyväskylä University Digital Archive (University of Jyväskylä) (submittedVersion)
Funders
  • Media Industry Research Foundation of Finland (201610036)
  • Business Finland (4062/31/2016)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
influencer marketing, parasocial relationships, audience comments, influencer credibility, brand trust, purchase intention, YouTube vlogs, social media influencers, moderating effect, active audience

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