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Facilitating endorsement efficacy: the interplay of parasocial interaction, product placement, and influencer type

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Gong, Wanqi, Ye, Wenqing, Yu, Shubin·2024·Journal of Theoretical and Applied Electronic Commerce Research
DOI 10.3390/jtaer19040156
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Abstract

Social media platforms fostering a closer and more intimate bond between celebrities and their fan bases has opened up diverse avenues for product placement. In light of this, this study endeavors to explore the profound influence of parasocial interaction (PSI) and product placement on the effectiveness of celebrity endorsement within the social media landscape. The results derived from an online experiment unveil the positive impact of parasocial interaction on consumers’ attitudes and purchase intention. Notably, the potency of PSI is enhanced when product placement is prominent. The results also uncover the crucial role of brand recall as a mediator in the relationship between parasocial interaction and endorsement outcomes. These findings shed light on the underlying mechanisms governing the influence of parasocial interaction and social media celebrity types in the realm of social media endorsement while also providing valuable insights into the moderating role of product placement. From a practical standpoint, the results underscore the critical importance of carefully selecting celebrity endorsers and strategically positioning products. Armed with this knowledge, marketers and advertisers can better explore the complex landscape of social media endorsement with greater efficacy and precision.

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Cited by

Sorted by citations

Authors
Gong, W., Ye, W., & Yu, S.
Affiliations
  • Guangdong University of Foreign Studies (CN)
  • BI Norwegian Business School (NO)
Corresponding author
Yu, Shubin
ORCID
Venue
Journal of Theoretical and Applied Electronic Commerce Research
Publisher
MDPI AG
Published
2024-11-21
Volume
19
Issue
4
Pages
3214-3228
ISSN
0718-1876 (ISSN-L)
DOI
10.3390/jtaer19040156
OpenAlex
W4404589957
Cited by
5
References
4
Citations by year
2026: 4 · 2025: 1
FWCI
2.63
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of theoretical and applied electronic commerce research (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • National Social Science Foundation (23BXW031, 2024WCXTD023)
  • Research Projects of Guangdong Provincial Education Office (23BXW031, 2024WCXTD023)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
parasocial interaction, product placement, celebrity endorsement, social media influencers, brand recall, purchase intention, consumer attitudes

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