Cited by 111Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

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Friend-zone with benefits: The parasocial advertising of Kim Kardashian

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Lueck, Jennifer Anette·2015·Journal of Marketing Communications

DOI 10.1080/13527266.2012.726235

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Abstract

This research focuses on the social-media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is the most current and successful celebrity endorser. A content analysis including posts and responses from April and May 2011 is used to analyze the type of advertising messages and celebrity/audience interaction. The goal of the study is to establish whether Parasocial Interaction could improve the effectiveness of advertising. Due to findings that yielded a high amount of endorsements embedded into personal stories, as well as female approval for those posts, it can be stated that Parasocial Interaction takes place between the celebrity and audiences. It can also be considered as an advertising vehicle, in terms of positive audience feedback. The results imply that advertisers should utilize Parasocial Interaction to conduct successful advertising.

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Authors: Lueck, J. A.
Affiliations: University of Southern Mississippi (US)
Corresponding author: Lueck, Jennifer Anette
ORCID: Lueck, Jennifer Anette
Venue: Journal of Marketing Communications
Publisher: Informa UK Limited
Published: 2012-10-05
Volume: 21
Issue: 2
Pages: 91-109
ISSN: 1352-7266 (ISSN-L)
1466-4445
DOI: 10.1080/13527266.2012.726235
OpenAlex: W2073108978
Cited by: 111
References: 24
Citations by year: 2026: 8 · 2025: 12 · 2024: 10 · 2023: 20 · 2022: 10 · 2021: 17 · 2020: 11 · 2019: 12 · 2018: 6 · 2017: 2 · 2016: 1 · 2015: 1 · 2014: 1
FWCI: 2.10
Type: journal article
Language: en
Open access: green
aquila.usm.edu
Locations: Journal of Marketing Communications (publishedVersion)
Aquila Digital Community (University of Southern Mississippi) (submittedVersion)
University of Minnesota Digital Conservancy (University of Minnesota) (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › 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: parasocial interaction, celebrity endorsement, Kim Kardashian, social media advertising, advertising effectiveness, audience feedback

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Friend-zone with benefits: The parasocial advertising of Kim Kardashian

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