The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness

ABSTRACT

Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emotional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower-influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.

KEYWORDS:

• Social media influencers
• parasocial interaction
• admiration
• perceived similarity
• emotional closeness, expression of positive feelings

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was supported by the Fundação para a Ciência e a Tecnologia [UIDB/04928/2020].

Notes on contributors

Alcina Gaspar Ferreira

Alcina Gaspar Ferreira is an associate professor in Marketing and Brand Management and researcher at Centre of Applied Research in Management and Economics (CARME) at School of Technology and Management, Polytechnic of Leiria, Portugal. She holds a Ph.D. in Management, with a specialization in Marketing. Her research interests include brand management, celebrity endorsement, consumer behaviour, store brands and sustainability. She has published in international peer-reviewed journals such as Journal of Product and Brand Management, Journal of Marketing Theory and Practice, International Journal of Sports Marketing and Sponsorship and presented scholarly papers at International Conferences and Scientific Meetings.

Cátia Fernandes Crespo

Cátia Fernandes Crespo is an associate professor in Marketing in the Department of Management and Economics at School of Technology and Management, Polytechnic of Leiria, Portugal. She holds a PhD in Management, with a specialization in Marketing. Her research interests include narrative advertising, advertising effectiveness, consumer behaviour, branding strategies, and international marketing. Her research has been published in journals including Journal of International Management, International Business Review, Journal of Business Research and Journal of Strategic Marketing.

Fábio Matos Ribeiro

Fábio Matos Ribeiro has a master’s degree in Relationship Marketing from the School of Technology and Management, Polytechnic of Leiria and is a research fellow at Centre of Applied Research in Management and Economics (CARME). His research interests encompass various topics, including omnichannel strategy, brand and retail experiences, customer relationships and loyalty, brand strategy, and convergence marketing.

Patrícia Barreiros

Patrícia Barreiros has a master’s degree in Relationship Marketing from the School of Technology and Management, Polytechnic of Leiria, Portugal and works as a marketing specialist. Her research interests include social media, influencer marketing and communication effectiveness.