The DOI matches its Crossref record, with a small difference in title or year; 23 of the 24 references it cites were found in a registry or an index.
Friend-zone with benefits: The parasocial advertising of Kim Kardashian
Open accessAbstract
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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“As a result, people may view these parasocial online connections as 'friends,' and be less guarded to persuasion attempts, thus enhancing celebrity influence [32][33][34].”
From Two social lives: how differences between online and offline interaction influence social outcomes (2020) · cites this paper as [34]
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Sorted by citations
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020) · Journal of Marketing Management · doi:10.1080/0267257x.2019.1708781 · Cited by 671
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Metadata
- Authors
- Lueck, J. A.
- Affiliations
- University of Southern Mississippi (US)
- Corresponding author
- 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
- 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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