References
- Abd Razak, N. I., & Zulkifly, M. I. (2020). The impacts of food vlog attributes on para-social interaction and customers’ response behaviours. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12(1), 1–11.
- Aguirre-Urreta, M. I., & Rönkkö, M. (2018). Statistical inference with PLSc using bootstrap confidence intervals. MIS Quarterly, 42(3), 1001–1020. https://doi.org/https://doi.org/10.25300/MISQ/2018/13587
- Alalwan, A. A., Rana, N. P., Algharabat, R., & Tarhini, A. (2016, September). A systematic review of extant literature in social media in the marketing perspective. In Conference on e-Business, e-Services and e-Society (pp. 79–89). Springer.
- Algharabat, R., Alalwan, A. A., Rana, N. P., & Dwivedi, Y. K. (2017). Three dimensional product presentation quality antecedents and their consequences for online retailers: The moderating role of virtual product experience. Journal of Retailing and Consumer Services, 36, 203–217. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.02.007
- Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514–538. https://doi.org/https://doi.org/10.1108/IJCHM-10-2016-0568
- Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/https://doi.org/10.1037/0033-2909.103.3.411
- Baker, M. J., & Churchill, G. A. Jr, (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538–555. https://doi.org/https://doi.org/10.1177/002224377701400411
- Ballantine, P., & Martin, B. (2004). Parasocial interaction relationships in online communities. Paper presented at the ANZMAC 2004 Conference on Internet Marketing, CRM, and E-Com, Dunedin, New Zealand.
- Bhatia, S., & Devulapalli, S. (2020). High-earning millennials expect greatest rise in incomes. Livemint. https://www.livemint.com/money/personal-finance/high-earning-millennials-expect-greatest-rise-in-incomes-11590391031683.html
- Bido, D., da Silva, D., & Ringle, C. (2014). Structural equation modeling with the SmartPLS. Brazilian Journal of Marketing, 13(2).
- Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17–31. https://doi.org/https://doi.org/10.1080/00913367.2006.10639231
- Bond, B. J. (2018). Parasocial relationships with media personae: Why they matter and how they differ among heterosexual, lesbian, gay, and bisexual adolescents. Media Psychology, 21(3), 457–485. https://doi.org/https://doi.org/10.1080/15213269.2017.1416295
- Brown, W. J., & Basil, M. D. (2010). Parasocial interaction and identification: Social change processes for effective health interventions. Health Communication, 25(6–7), 601–602.
- Caballero, M. J., Lumpkin, J. R., & Madden, C. S. (1989). Using physical attractiveness as an advertising tool: An empirical test of the attraction phenomenon. Journal of Advertising Research, 29(4), 16–22
- Cassel, C., Hackl, P., & Westlund, A. H. (1999). Robustness of partial least-squares method for estimating latent variable quality structures. Journal of Applied Statistics, 26(4), 435–446. https://doi.org/https://doi.org/10.1080/02664769922322
- Chaker, N. N., Walker, D., Nowlin, E. L., & Anaza, N. A. (2019). When and how does sales manager physical attractiveness impact credibility: A test of two competing hypotheses. Journal of Business Research, 105, 98–108. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.08.004
- Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/https://doi.org/10.2501/IJA-30-1-047-075
- Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
- Coursaris, C. K., & Van Osch, W. (2016, July). Exploring the effects of source credibility on information adoption on YouTube. In International Conference on HCI in Business, Government, and Organizations (pp. 16–25). Springer.
- Diamantopoulos, A. (2008). Formative indicators: Introduction to the special issue. Journal of Business Research, 61(12), 1201–1202. https://doi.org/https://doi.org/10.1016/j.jbusres.2008.01.008
- Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44. https://doi.org/https://doi.org/10.1111/hcre.12063
- Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/https://doi.org/10.1016/j.chb.2016.11.009
- Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management, 24(5), 449–461. https://doi.org/https://doi.org/10.1108/JPBM-10-2014-0722
- Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily, identification, and parasocial relationships with television characters. Journal of Broadcasting & Electronic Media, 47(1), 77–98. https://doi.org/https://doi.org/10.1207/s15506878jobem4701_5
- Faul, F., Erdfelder, E., Buchner, A., & Lang, A. G. (2009). Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/https://doi.org/10.3758/BRM.41.4.1149
- Fehr, B. (1996). Friendship processes (Vol. 12). Sage.
- Fornell, C. G., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/https://doi.org/10.1177/002224378101800104
- Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.12.008
- Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61(1), 101–107. https://doi.org/https://doi.org/10.1093/biomet/61.1.101
- Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychology, 4(3), 279–305. https://doi.org/https://doi.org/10.1207/S1532785XMEP0403_04
- Hair, J. F., Jr, Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.069
- Hair, J. F., Jr, Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. Prentice Hall.
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
- Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), pp. 106–121.
- Hanks, L., Line, N., & Yang, W. (2017). Status seeking and perceived similarity: A consideration of homophily in the social servicescape. International Journal of Hospitality Management, 60, 123–132. https://doi.org/https://doi.org/10.1016/j.ijhm.2016.10.007
- Haobin Ye, B., Fong, L. H. N., & Luo, J. M. (2021). Parasocial interaction on tourism companies’ social media sites: Antecedents and consequences. Current Issues in Tourism, 24(8), 1093–1108.
- Harmon, R. R., & Coney, K. A. (1982). The persuasive effects of source credibility in buy and lease situations. Journal of Marketing Research, 19(2), 255–260. https://doi.org/https://doi.org/10.1177/002224378201900209
- Harnish, R. J., & Bridges, K. R. (2016). Mall haul videos: Self‐presentational motives and the role of self‐monitoring. Psychology & Marketing, 33(2), 113–124. https://doi.org/https://doi.org/10.1002/mar.20858
- Hartmann, T., Stuke, D., & Daschmann, G. (2008). Positive parasocial relationships with drivers affect suspense in racing sport spectators. Journal of Media Psychology, 20(1), 24–34.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/https://doi.org/10.1007/s11747-014-0403-8
- Henseler, J. (2017). Bridging design and behavioral research with variance-based structural equation modeling. Journal of Advertising, 46(1), 178–192. 2017.1281780 https://doi.org/https://doi.org/10.1080/00913367.
- Henseler, J. (2018). Partial least squares path modeling: Quo vadis? Quality & Quantity, 52(1), 1–8. https://doi.org/https://doi.org/10.1007/s11135-018-0689-6
- Hill, S. R., Troshani, I., & Chandrasekar, D. (2020). Signalling effects of vlogger popularity on online consumers. Journal of Computer Information Systems, 60(1), 76–84. https://doi.org/https://doi.org/10.1080/08874417.2017.1400929
- Holt, D. (2016). Branding in the age of social media. Harvard Business Review, 94(3), 40–50.
- Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
- Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/https://doi.org/10.1086/266350
- Hovland, C., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studiesof opinion change. Yale UniversityPress. HovlandCommunication and Persuasion: Psychological Studies of Opinion Change1953.
- Howe, N., Strauss, W., Shaw, S., & Fairhurst, D. (2000). Millennials rising: The next greatest generation. Vintage Books.
- Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. [Database] https://doi.org/https://doi.org/10.1080/10705519909540118
- Hult, G. T. M., Hurley, R. F., & Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33(5), 429–438.
- Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/https://doi.org/10.1016/j.chb.2018.05.029
- Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. Springer.
- Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020a). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203–1226..
- Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020b). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
- Israel, G. D. (1992). Determining sample size (IFAS Report PEOD6). University of Florida, Institute of Food and Agricultural Sciences Extension website. http://edis.ifas.ufl.edu/pd006.
- Jin, S. V., & Muqaddam, A. (2019). Product placement 2.0:“Do brands need influencers, or do influencers need brands? Journal of Brand Management, 26(5), 522–537. https://doi.org/https://doi.org/10.1057/s41262-019-00151-z
- Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/https://doi.org/10.1080/00913367.2013.827606
- Jiyoung, K., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention. Journal of Reseacrh in Interactive, 7, 33–56.
- Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4–13. https://doi.org/https://doi.org/10.1080/00913367.1990.10673175
- Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), 4–10.
- Kim, S., Kandampully, J., & Bilgihan, A. (2018). The influence of eWOM communications: An application of online social network framework. Computers in Human Behavior, 80, 243–254. https://doi.org/https://doi.org/10.1016/j.chb.2017.11.015
- KPMG. (2017). Meet the millennials (p. 5). KPMG. https://home.kpmg/content/dam/kpmg/uk/pdf/2017/04/Meet-the-Millennials-Secured.pdf
- Kromhout, C. (2020). Life insurance opportunities for millennials. https://www.outlookindia.com/outlookmoney/insurance/life-insurance-opportunities-for-millennials-4206#:∼:text=India%20has%20one%20of%20the,of%20the%20total%20Indian%20population
- Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of interactive marketing, 28(2), 134–148.
- Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/https://doi.org/10.1016/j.jretconser.2019.102027
- Laghate, G. (2020). Youtube in India has over 265 mn monthly active users 1200+ channels with 1 Mn + subs. The Economic Times. https://economictimes.indiatimes.com/industry/media/entertainment/youtube-in-india-has-over-265-mn-monthly-active-users-1200-channels-with-1-mn-subs/articleshow/72456212.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst_
- Lawry, C. A. (2013). The role of parasocial interaction and social media participation in the two-step flow of communication [Doctoral dissertation]. University of Arizona, Department of Family and Consumer Sciences. http://arizona.openrepository.com/arizona/bitstream/10150/293422/2/azu_etd_12635_sip1_m.pdf
- Lee, K. Y., & Choi, H. (2019). Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables. Computers in Human Behavior, 94(5), 9–18. https://doi.org/https://doi.org/10.1016/j.chb.2018.12.025
- Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2016.01.001
- Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523–538. https://doi.org/https://doi.org/10.1123/jsm.2014-0195
- Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.171
- Lin, C. L., & Kao, H. Y. (2010). Blog popularity mining using social interconnection analysis. IEEE Internet Computing, 14(4), 41–49.
- Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: The influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419–436. https://doi.org/https://doi.org/10.1108/APJML-01-2018-0021
- Lodico, M. G., Spaulding, D. T., & Voegtle, K. H. (2010). Methods in educational research: From theory to practice (Vol. 28). John Wiley & Sons.
- Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
- Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of Personality and Social Psychology, 39(2), 235–244. https://doi.org/https://doi.org/10.1037/0022-3514.39.2.235
- Marketing, R. (2019). Influencer marketing–global survey–consumers.
- McCroskey, J. C. (1966). Scales for the measurement of ethos.
- McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development of a measure of perceived homophily in interpersonal communication. Human Communication Research, 1(4), 323–332. https://doi.org/https://doi.org/10.1111/j.1468-2958.1975.tb00281.x
- McCroskey, J. C., & Teven, J. J. (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66(1), 90–103. https://doi.org/https://doi.org/10.1080/03637759909376464
- McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467–472. https://doi.org/https://doi.org/10.1177/014616728063023
- McGuire, W.J. (1985). Attitudes and attitude change. In: Lindzey, G. and Aronson, E., (Eds.), Handbook of Social Psychology (3rd ed., Vol. 2, pp. 233–346). Random House.
- McGuire, W. J., Rice, R. E., & Atkin, C. K. (2001). Input and output variables currently promising for constructing persuasive communications. Public Communication Campaigns, 3, 22–48.
- Meredith, G., & Schewe, C. (1994). The Power of Cohorts. American Demographics, 16(2), 22–27. 30–31.
- Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R., & McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, 27(1), 293–335. https://doi.org/https://doi.org/10.1080/23808985.2003.11679029
- Misra, P., & Mukherjee, A. (2019). YouTuber icons: An analysis of the impact on buying behaviour of young consumers. International Journal of Business Competition and Growth, 6(4), 330–345. https://doi.org/https://doi.org/10.1504/IJBCG.2019.104076
- Młodkowska, B. (2019). Influencers on Instagram and YouTube and their impact on consumer behaviour. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2019(1), 4–13. https://doi.org/https://doi.org/10.7172/2449-6634.jmcbem.2019.1.1
- Muller, T., Schuberth, F., & Henseler, J. (2018). PLS path modeling – a confirmatory approach to study tourism technology and tourist behavior. Journal of Hospitality and Tourism Technology, 9(3), 249–266. https://doi.org/https://doi.org/10.1108/JHTT-09-2017-0106
- Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/https://doi.org/10.1108/JCM-11-2014-1221
- Na, S., Kunkel, T., & Doyle, J. (2020). Exploring athlete brand image development on social media: The role of signalling through source credibility. European Sport Management Quarterly, 20(1), 88–108.
- Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. https://doi.org/https://doi.org/10.1002/dir.20077
- Nitzl C. (2018). Management accounting and partial least squares-structural equation modelling (PLS-SEM): Some illustrative examples. In: Avkiran, N., & Ringle, C. (Eds.), Partial least squares structural equation modeling. International Series in Operations Research & Management Science, vol. 267. Springer.
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/https://doi.org/10.1080/00913367.1990.10673191
- Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
- Pacauskas, D., Rajala, R., Westerlund, M., & Mäntymäki, M. (2018). Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger. International Journal of Information Management, 43, 319–327. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2018.08.012
- Pande, R. (2018). It’s Just a Joke! The payoffs and perils of microcelebrity in India. In Abidin, C. and Brown, M.L. (Ed.). Microcelebrity around the globe (pp. 145–160). Emerald Publishing Limited.
- Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. The Journal of Applied Psychology, 88(5), 879–903.
- Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531–544. https://doi.org/https://doi.org/10.1177/014920638601200408
- Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades' evidence. Journal of Applied Social Psychology, 34(2), 243–281. https://doi.org/https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
- PTI. (2020). Indian female millennials most confident about career: Report. Retrieved October 24, 2020, from https://economictimes.indiatimes.com/magazines/panache/indian-female-millennials-most-confident-about-career-report/articleshow/46469258.cms?from=mdr
- Purnawirawan, N., Eisend, M., De Pelsmacker, P., & Dens, N. (2015). A meta-analytic investigation of the role of valence in online reviews. Journal of Interactive Marketing, 31, 17–27. https://doi.org/https://doi.org/10.1016/j.intmar.2015.05.001
- Rakuten Marketing. (2019). Influencer Marketing Consumer Survey. https://www.iab.com/wp-content/uploads/2019/03/Rakuten-2019-Influencer-Marketing-Report-Rakuten-Marketing.pdf
- Richter, N. F., Cepeda, G., Roldán, J. L., & Ringle, C. M. (2016). European management research using Partial Least Squares Structural Equation Modeling (PLSSEM): Editorial. European Management Journal, 34(6), 589–597. https://doi.org/https://doi.org/10.1016/j.emj.2016.08.001
- Ringle, C., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the SmartPLS. Brazilian Journal of Marketing, 13(2).
- Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-heterophily: Relational concepts for communication research. Public Opinion Quarterly, 34(4), 523–538. https://doi.org/https://doi.org/10.1086/267838
- Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279–292. https://doi.org/https://doi.org/10.1080/08838158709386664
- Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155–180.
- Sakib, M. N., Zolfagharian, M., & Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, 52, 101733.
- Sanz-Blas, S., Bigne, E., & Buzova, D. (2017). m-WOM in a brand’s Facebook fan page. Online Information Review, 41(7), 936–953. https://doi.org/https://doi.org/10.1108/OIR-08-2016-0237
- Schiappa, E., Gregg, P. B., & Hewes, D. E. (2005). The parasocial contact hypothesis. Communication Monographs, 72(1), 92–115. https://doi.org/https://doi.org/10.1080/0363775052000342544
- Schuberth, F., Henseler, J., & Dijkstra, T. K. (2018). Partial least squares path modeling using ordinal categorical indicators. Quality & Quantity, 52(1), 9–35.
- Shang, S. S., Wu, Y. L., & Sie, Y. J. (2017). Generating consumer resonance for purchase intention on social network sites. Computers in Human Behavior, 69, 18–28. https://doi.org/https://doi.org/10.1016/j.chb.2016.12.014
- Sharma, G. (2017). Pros and cons of different sampling techniques. International Journal of Applied Research, 3(7), 749–752.
- Silva, R., Ringle, C., Silva, D. & Bido, D. (2014). Structural equation modeling with the SmartPLS. Revista Brasileira de Marketing, 13, 56–73.
- Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11–12), 1509–1526. https://doi.org/https://doi.org/10.1108/03090560410560218
- Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15–37. https://doi.org/https://doi.org/10.1002/dir.20041
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. (2020). https://doi.org/https://doi.org/10.1016/j.jretconser.2019.01.011
- Spence, M. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/https://doi.org/10.2307/1882010
- Spence, M. (2002). Signalling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434–459. https://doi.org/https://doi.org/10.1257/00028280260136200
- Statista. (2020). India: Distribution of millennial monthly expenses by type 2018. Retrieved October 24, 2020, from https://www.statista.com/statistics/937469/india-distribution-of-millennial-monthly-expenses-by-type/
- Stern, B. B., Russell, C. A., & Russell, D. W. (2007). Hidden persuasions in soap operas: Damaged heroines and negative consumer effects. International Journal of Advertising, 26(1), 9–36.
- Stever, G. S., & Lawson, K. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American Journal of Psychology, 15(2), 339–354.
- Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–147. https://doi.org/https://doi.org/10.1111/j.2517-6161.1974.tb00994.x
- Teng, S., Wei Khong, K., Wei Goh, W., & Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746–776. https://doi.org/https://doi.org/10.1108/OIR-04-2014-0089
- Thomas. (2014). From Kontras to Bubbe: A history of the vlog post. http://web.colby.edu/am297/from-kontras-to-bubbe-a-history-of-the-vlog-post/
- Tian, Q., & Hoffner, C. A. (2010). Parasocial interaction with liked. Neutral, and disliked characters on a popular TV series. Mass Communication and Society, 13(3), 250–269.
- Tukachinsky, R. (2010). Para-romantic love and para-friendships: Development and assessment of a multiple-parasocial relationships scale. American Journal of Media Psychology, 3(1/2), 73–94.
- UNDP. (2019, August). Social media for youth & civic engagement in India. https://www.undp.org/content/dam/india/docs/UNV/Publications/SOCIAL%20MEDIA%20REPORT.pdf
- Vickers, N. J. (2017). Animal communication: When I'm calling you, will you answer too? Current Biology : CB, 27(14), R713–R715. https://doi.org/https://doi.org/10.1016/j.cub.2017.05.064
- Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/https://doi.org/10.1007/s11747-015-0455-4
- Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/https://doi.org/10.2501/JAR-2017-042
- Widgery, R. N. (1974). Sex of receiver and physical attractiveness of source as determinants of initial credibility perception. Western Speech), 38(1), 13–17. https://doi.org/https://doi.org/10.1080/10570317409373804
- Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2015.11.002
- Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: A heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213. https://doi.org/https://doi.org/10.1080/16522354.2018.1501146
- Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147.
- Zhang, K. Z., Barnes, S. J., Zhao, S. J., & Zhang, H. (2018). Can consumers be persuaded on brand microblogs? An empirical study. Information & Management, 55(1), 1–15. https://doi.org/https://doi.org/10.1016/j.im.2017.03.005
- Zhang, J., Li, H., Yan, R., & Johnston, C. (2017). Examining the signaling effect of e-tailers’ return policies. Journal of Computer Information Systems, 57(3), 191–200. https://doi.org/https://doi.org/10.1080/08874417.2016.1183989
- Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/https://doi.org/10.1016/j.bushor.2015.01.006