.png)
Celebrity Characteristics and Purchase Intentions: A Structural Equation Modeling Analysis of YouTube Culinary Content
Abstract
The increasing popularity of YouTube Vloggers has attracted attention in marketing strategies, specifically in the Food Industry. This phenomenon highlights a behavioral shift where relationships between YouTube Vloggers and their followers generate trust, influencing purchase intention. Previous research has explored the formation of parasocial interactions between YouTube vloggers and their followers; this study examined the characteristics of YouTube vloggers that influence credibility and parasocial interactions and the role of these two variables in driving purchase intention, which is still limited. This study collected data through a survey targeting active social media users on Instagram and TikTok who have been exposed to content from YouTube vloggers with food content. Data were analyzed using Structural Equation Modeling (SEM) to examine the relationships between variables. The results suggest that homophily and social beauty broadly influence credibility and parasocial interactions. In contrast, physical attractiveness only influences credibility, while self-disclosure does not significantly affect parasocial interactions. Credibility and parasocial interactions were found to play an important role in driving consumer purchase intention. This finding strengthens the relevance of the Uses and Gratifications (U&G) theory and inducement theory in understanding consumer actions in digitalization.
Keywords
Full Text:
PDFReferences
A. Dwivedi, T. Nayeem, and F. Murshed, “Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness,” Journal of Retailing and Consumer Services, vol. 44, pp. 100–107, Sep. 2018, doi: 10.1016/j.jretconser.2018.06.009.
S. Gensler, F. Völckner, Y. Liu-Thompkins, and C. Wiertz, “Managing Brands in the Social Media Environment,” Journal of Interactive Marketing, vol. 27, no. 4, pp. 242–256, Nov. 2013, doi: 10.1016/j.intmar.2013.09.004.
S. R. Hill, I. Troshani, and D. Chandrasekar, “Signalling Effects of Vlogger Popularity on Online Consumers,” Journal of Computer Information Systems, vol. 60, no. 1, pp. 76–84, Jan. 2020, doi: 10.1080/08874417.2017.1400929.
D. Bhatia, N. R. Sharma, J. Singh, and R. S. Kanwar, “Biological methods for textile dye removal from wastewater: A review,” Crit Rev Environ Sci Technol, vol. 47, no. 19, pp. 1836–1876, Oct. 2017, doi: 10.1080/10643389.2017.1393263.
H. Chen, “Antecedents of positive self-disclosure online: an empirical study of US college students’ Facebook usage,” Psychol Res Behav Manag, vol. Volume 10, pp. 147–153, May 2017, doi: 10.2147/prbm.s136049.
M. Frobenius, “Beginning a monologue: The opening sequence of video blogs,” J Pragmat, vol. 43, no. 3, pp. 814–827, Feb. 2011, doi: 10.1016/j.pragma.2010.09.018.
J. E. Lee and B. Watkins, “YouTube vloggers’ influence on consumer luxury brand perceptions and intentions,” J Bus Res, vol. 69, no. 12, pp. 5753–5760, Dec. 2016, doi: 10.1016/j.jbusres.2016.04.171.
D. Horton and A. Strauss, “Interaction in Audience-Participation Shows,” American Journal of Sociology, vol. 62, no. 6, pp. 579–587, May 1957, doi: 10.1086/222106.
G. S. Stever and K. E. Lawson, “Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction.,” N Am J Psychol, 2013.
R. B. Rubin and M. P. McHugh, “Development of parasocial interaction relationships,” J Broadcast Electron Media, vol. 31, no. 3, pp. 279–292, Jun. 1987, doi: 10.1080/08838158709386664.
K. Sokolova and H. Kefi, “Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions,” Journal of Retailing and Consumer Services, vol. 53, p. 101742, Mar. 2020, doi: 10.1016/j.jretconser.2019.01.011.
K. Sokolova and C. Perez, “You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise,” Journal of Retailing and Consumer Services, vol. 58, Jan. 2021, doi: 10.1016/j.jretconser.2020.102276.
T. Hartmann and C. Goldhoorn, “Horton and Wohl Revisited: Exploring Viewers’ Experience of Parasocial Interaction,” Journal of Communication, vol. 61, no. 6, pp. 1104–1121, Dec. 2011, doi: 10.1111/j.1460-2466.2011.01595.x.
J. L. Dibble, T. Hartmann, and S. F. Rosaen, “Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures,” Hum Commun Res, vol. 42, no. 1, pp. 21–44, Jan. 2016, doi: 10.1111/HCRE.12063.
E. Katz, J. G. Blumler, and M. Gurevitch, “Uses and Gratifications Research,” The Public Opinion Quarterly , Winter, 1973.
J. Raacke and J. Bonds-Raacke, “MySpace and Facebook: Applying the Uses and Gratifications Theory to Exploring Friend-Networking Sites,” CyberPsychology & Behavior, vol. 11, no. 2, pp. 169–174, Apr. 2008, doi: 10.1089/cpb.2007.0056.
H. Lim and A. Kumar, “Variations in consumers’ use of brand online social networking: A uses and gratifications approach,” Journal of Retailing and Consumer Services, vol. 51, pp. 450–457, Nov. 2019, doi: 10.1016/J.JRETCONSER.2017.10.015.
J. Phua, S. V. Jin, and J. (Jay) Kim, “Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat,” Comput Human Behav, vol. 72, pp. 115–122, Jul. 2017, doi: 10.1016/j.chb.2017.02.041.
A. M. Rubin, “Uses-and-gratifications perspective on media effects,” Media Effects: Advances in Theory and Research, pp. 165–184, Jan. 2009, doi: 10.4324/9780203877111-14/USES-GRATIFICATIONS-PERSPECTIVE-MEDIA-EFFECTS-ALAN-RUBIN.
E. C. Malthouse, M. Haenlein, B. Skiera, E. Wege, and M. Zhang, “Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House,” Journal of Interactive Marketing, vol. 27, no. 4, pp. 270–280, Nov. 2013, doi: 10.1016/J.INTMAR.2013.09.008.
R. E. Petty and J. T. Cacioppo, “The Elaboration Likelihood Model of Persuasion,” Communication and Persuasion, pp. 1–24, 1986, doi: 10.1007/978-1-4612-4964-1_1.
M. J. Dotson and E. M. Hyatt, “Major influence factors in children’s consumer socialization,” Journal of Consumer Marketing, vol. 22, no. 1, pp. 35–42, 2005, doi: 10.1108/07363760510576536.
M. Srivastava and G. K. Saini, “A bibliometric analysis of the elaboration likelihood model (ELM),” Journal of Consumer Marketing, vol. 39, no. 7, pp. 726–743, Nov. 2022, doi: 10.1108/JCM-12-2021-5049.
C. Bacev-Giles and R. Haji, “Online first impressions: Person perception in social media profiles,” Comput Human Behav, vol. 75, pp. 50–57, Oct. 2017, doi: 10.1016/j.chb.2017.04.056.
H. C. Kelman, “Compliance, identification, and internalization three processes of attitude change,” Journal of Conflict Resolution, vol. 2, no. 1, pp. 51–60, Mar. 1958, doi: 10.1177/002200275800200106/ASSET/002200275800200106.FP.PNG_V03.
E. L. Cohen, “Expectancy Violations in Relationships with Friends and Media Figures,” Communication Research Reports, vol. 27, no. 2, pp. 97–111, May 2010, doi: 10.1080/08824091003737836.
D. Horton and R. Richard Wohl, “Mass Communication and Para-Social Interaction,” Psychiatry, vol. 19, no. 3, pp. 215–229, Aug. 1956, doi: 10.1080/00332747.1956.11023049.
C. A. Onu, J. Nwaulune, E. A. Adegbola, and G. Nnorom, “The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on Nigerian consumers,” Management Science Letters, pp. 1965–1976, 2019, doi: 10.5267/j.msl.2019.7.009.
L. M. Drogosz and P. E. Levy, “Another Look At The Effects Of Appearance, Gender, And Job Type On Performance-Based Decisions,” Psychol Women Q, vol. 20, no. 3, pp. 437–445, Sep. 1996, doi: 10.1111/j.1471-6402.1996.tb00310.x.
H. T. Keh, T. T. M. Nguyen, and H. P. Ng, “The effects of entrepreneurial orientation and marketing information on the performance of SMEs,” J Bus Ventur, vol. 22, no. 4, pp. 592–611, Jul. 2007, doi: 10.1016/j.jbusvent.2006.05.003.
R. McColl and Y. Truong, “The Effects of Facial Attractiveness and Gender on Customer Evaluations During A Web-Video Sales Encounter,” Journal of Personal Selling and Sales Management, vol. 33, no. 1, pp. 117–128, Mar. 2013.
O. W. DeShields, A. Kara, and E. Kaynak, “Source effects in purchase decisions: The impact of physical attractiveness and accent of salesperson,” International Journal of Research in Marketing, vol. 13, no. 1, pp. 89–101, Feb. 1996, doi: 10.1016/0167-8116(95)00036-4.
D. S. Sundaram and C. Webster, “The role of nonverbal communication in service encounters,” Journal of Services Marketing, vol. 14, no. 5, pp. 378–391, Sep. 2000, doi: 10.1108/08876040010341008.
S. C. Boerman, S. Kruikemeier, and F. J. Zuiderveen Borgesius, “Online Behavioral Advertising: A Literature Review and Research Agenda,” J Advert, vol. 46, no. 3, pp. 363–376, Jul. 2017, doi: 10.1080/00913367.2017.1339368.
R. B. Rubin and A. M. Rubin, “Attribution in social and parasocial relationships,” n V. Manusov & J. H. Harvey (Eds.), Attribution, communication behavior, and close relationships, pp. 320–337, 2001.
C. L. Yuan, J. Kim, and S. J. Kim, “Parasocial relationship effects on customer equity in the social media context,” J Bus Res, vol. 69, no. 9, pp. 3795–3803, Sep. 2016, doi: 10.1016/j.jbusres.2015.12.071.
S. Aral and D. Walker, “Identifying Influential and Susceptible Members of Social Networks,” Science (1979), vol. 337, no. 6092, pp. 337–341, Jul. 2012, doi: 10.1126/science.1215842.
M. McPherson, L. Smith-Lovin, and J. M. Cook, “Birds of a Feather: Homophily in Social Networks,” https://doi.org/10.1146/annurev.soc.27.1.415, vol. 27, pp. 415–444, Nov. 2003, doi: 10.1146/ANNUREV.SOC.27.1.415.
K. Eyal and A. M. Rubin, “Viewer Aggression and Homophily, Identification, and Parasocial Relationships With Television Characters,” http://dx.doi.org/10.1207/s15506878jobem4701_5, vol. 47, no. 1, pp. 77–98, Jan. 2010, doi: 10.1207/S15506878JOBEM4701_5.
J. B. Walther and U. Bunz, “The Rules of Virtual Groups: Trust, Liking, and Performance in Computer-Mediated Communication,” Journal of Communication, vol. 55, no. 4, pp. 828–846, Dec. 2005, doi: 10.1111/j.1460-2466.2005.tb03025.x.
K. L. Nowak and C. Rauh, “The Influence of the Avatar on Online Perceptions of Anthropomorphism, Androgyny, Credibility, Homophily, and Attraction,” Journal of Computer-Mediated Communication, vol. 11, no. 1, pp. 153–178, Nov. 2005, doi: 10.1111/J.1083-6101.2006.TB00308.X.
T. A. Wright and R. Cropanzano, “Psychological well-being and job satisfaction as predictors of job performance.,” J Occup Health Psychol, vol. 5, no. 1, pp. 84–94, 2000, doi: 10.1037/1076-8998.5.1.84.
E. Djafarova and C. Rushworth, “Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users,” Comput Human Behav, vol. 68, pp. 1–7, Mar. 2017, doi: 10.1016/J.CHB.2016.11.009.
K. Eyal and J. Cohen, “When Good Friends Say Goodbye: A Parasocial Breakup Study,” J Broadcast Electron Media, vol. 50, no. 3, pp. 502–523, Sep. 2006, doi: 10.1207/s15506878jobem5003_9.
J. C. McCroskey and T. A. McCain, “The measurement of interpersonal attraction,” Speech Monographs, vol. 41, no. 3, pp. 261–266, Aug. 1974, doi: 10.1080/03637757409375845.
J. Preece, “Sociability and usability in online communities: Determining and measuring success,” https://doi.org/10.1080/01449290110084683, vol. 20, no. 5, pp. 347–356, 2010, doi: 10.1080/01449290110084683.
X. Zheng, J. Men, L. Xiang, and F. Yang, “Role of technology attraction and parasocial interaction in social shopping websites,” Int J Inf Manage, vol. 51, Apr. 2020, doi: 10.1016/J.IJINFOMGT.2019.102043.
K. Sokolova and H. Kefi, “Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions,” Journal of Retailing and Consumer Services, vol. 53, Mar. 2020, doi: 10.1016/j.jretconser.2019.01.011.
H. Masuda, S. H. Han, and J. Lee, “Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations,” Technol Forecast Soc Change, vol. 174, Jan. 2022, doi: 10.1016/j.techfore.2021.121246.
S.-A. A. Jin and J. Phua, “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,” J Advert, vol. 43, no. 2, pp. 181–195, Apr. 2014, doi: 10.1080/00913367.2013.827606.
K. S. Kurtin, N. O’Brien, D. Roy, and L. Dam, “The Development of Parasocial Interaction Relationships on YouTube,” The Journal of Social Media in Society, vol. 7, no. 1, pp. 233–252, May 2018, Accessed: Aug. 25, 2023. [Online]. Available: https://thejsms.org/index.php/JSMS/article/view/304
I. Altman and D. A. Taylor, “Social penetration: The development of interpersonal relationships.,” Holt, Rinehart & Winston., 1973.
H. Song, J. Kim, and N. Park, “I Know My Professor: Teacher Self-Disclosure in Online Education and a Mediating Role of Social Presence,” Int J Hum Comput Interact, vol. 35, no. 6, pp. 448–455, Apr. 2019, doi: 10.1080/10447318.2018.1455126.
F. P. Leite and P. de P. Baptista, “Influencers’ intimate self-disclosure and its impact on consumers’ self-brand connections: scale development, validation, and application,” Journal of Research in Interactive Marketing, vol. 16, no. 3, pp. 420–437, Jul. 2022, doi: 10.1108/JRIM-05-2020-0111.
A. Ferchaud, J. Grzeslo, S. Orme, and J. LaGroue, “Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels,” Comput Human Behav, vol. 80, pp. 88–96, Mar. 2018, doi: 10.1016/j.chb.2017.10.041.
E. C.-X. Aw and S. H.-W. Chuah, “‘Stop the unattainable ideal for an ordinary me!’ fostering parasocial relationships with social media influencers: The role of self-discrepancy,” J Bus Res, vol. 132, pp. 146–157, Aug. 2021, doi: 10.1016/j.jbusres.2021.04.025.
S. Yuan and C. Lou, “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, pp. 133–147, 2020, doi: 10.1080/15252019.2020.1769514.
K. Giffin, “The contribution of studies of source credibility to a theory of interpersonal trust in the communication process,” Psychol Bull, vol. 62, pp. 104–120, 1967.
C. I. Hovland and W. Weiss, “The Influence of Source Credibility on Communication Effectiveness,” Public Opin Q, vol. 15, no. 4, pp. 635–650, Jan. 1951, doi: 10.1086/266350.
B. Sternthal, R. Dholakia, and C. Leavitt, “The Persuasive Effect of Source Credibility: Tests of Cognitive Response,” Journal of Consumer Research, vol. 4, no. 4, pp. 252–260, Mar. 1978, doi: 10.1086/208704.
B. A. Lafferty and R. E. Goldsmith, “Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad,” J Bus Res, vol. 44, no. 2, pp. 109–116, Feb. 1999, doi: 10.1016/S0148-2963(98)00002-2.
C. Pornpitakpan, “The Persuasiveness of Source Credibility: A Critical Review of Five Decades’ Evidence,” J Appl Soc Psychol, vol. 34, no. 2, pp. 243–281, Feb. 2004, doi: 10.1111/j.1559-1816.2004.tb02547.x.
C. N. Wathen and J. Burkell, “Believe it or not: Factors influencing credibility on the Web,” Journal of the American Society for Information Science and Technology, vol. 53, no. 2, pp. 134–144, Jan. 2002, doi: 10.1002/asi.10016.
T. Xue Hui, “The Effect of Source Credibility on Consumers’ Purchase Intention in Malaysia Online Community,” 2017.
H. Schramm and T. Hartmann, “The PSI-Process Scales. A new measure to assess the intensity and breadth of parasocial processes,” COMM, vol. 33, no. 4, pp. 385–401, Dec. 2008, doi: 10.1515/COMM.2008.025.
C. L. Hsu, J. C. C. Lin, and H. Sen Chiang, “The effects of blogger recommendations on customers’ online shopping intentions,” Internet Research, vol. 23, no. 1, pp. 69–88, 2013, doi: 10.1108/10662241311295782.
R. D. Putnam, “Tuning In, Tuning Out: The Strange Disappearance of Social Capital in America,” PS Polit Sci Polit, vol. 28, no. 4, pp. 664–683, Dec. 1995, doi: 10.2307/420517.
K. Hwang and Q. Zhang, “Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge,” Comput Human Behav, vol. 87, pp. 155–173, Oct. 2018, doi: 10.1016/J.CHB.2018.05.029.
Y.-K. Kim, J. Kang, and M. Kim, “The relationships among family and social interaction, loneliness, mall shopping motivation, and mall spending of older consumers,” Psychol Mark, vol. 22, no. 12, pp. 995–1015, Dec. 2005, doi: 10.1002/mar.20095.
Cooper and P. Schindler, Business research methods. 12th edition / Donald R. Cooper; Pamela S. Schindler. The McGraw-Hill Companies, Inc, 2014.
L. Liu, L. Zhang, P. Ye, and Q. Liu, “Influencing Factors of University Students’ Use of Social Network Sites: An Empirical Analysis in China,” International Journal of Emerging Technologies in Learning (iJET), vol. 13, no. 03, p. 71, Mar. 2018, doi: 10.3991/ijet.v13i03.8380.
J. F. Hair Jr, M. Sarstedt, L. Hopkins, and V. G. Kuppelwieser, “Partial least squares structural equation modeling (PLS-SEM),” European Business Review, vol. 26, no. 2, pp. 106–121, Mar. 2014, doi: 10.1108/EBR-10-2013-0128.
J. F. Hair, C. M. Ringle, M. Sarstedt, and G. T. M. Hult, “Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R,” Springer, Nov. 2021.
J. L. Roldán and M. J. Sánchez-Franco, “Variance-Based Structural Equation Modeling,” in Research Methodologies, Innovations and Philosophies in Software Systems Engineering and Information Systems, IGI Global, 2012, pp. 193–221. doi: 10.4018/978-1-4666-0179-6.ch010.
L. Hu and P. M. Bentler, “Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.,” Psychol Methods, vol. 3, no. 4, pp. 424–453, Dec. 1998, doi: 10.1037/1082-989X.3.4.424.
S.-C. Chu and Y. Kim, “Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites,” Int J Advert, vol. 30, no. 1, pp. 47–75, Jan. 2011, doi: 10.2501/IJA-30-1-047-075.
M. N. Sakib, M. Zolfagharian, and A. Yazdanparast, “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, vol. 52, p. 101733, Jan. 2020, doi: 10.1016/j.jretconser.2019.01.002.
E. Ismagilova, E. L. Slade, N. P. Rana, and Y. K. Dwivedi, “The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis,” Information Systems Frontiers, vol. 22, no. 5, pp. 1203–1226, Oct. 2020, doi: 10.1007/s10796-019-09924-y.
E. M. Steffes and L. E. Burgee, “Social ties and online word of mouth,” Internet Research, vol. 19, no. 1, pp. 42–59, Jan. 2009, doi: 10.1108/10662240910927812.
R. Ladhari, E. Massa, and H. Skandrani, “YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise,” Journal of Retailing and Consumer Services, vol. 54, May 2020, doi: 10.1016/J.JRETCONSER.2019.102027.
L. H. Le and M. Hancer, “Using social learning theory in examining YouTube viewers’ desire to imitate travel vloggers,” Journal of Hospitality and Tourism Technology, vol. 12, no. 3, pp. 512–532, Aug. 2021, doi: 10.1108/JHTT-08-2020-0200.
L. Ao, R. Bansal, N. Pruthi, and M. B. Khaskheli, “Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis,” Sustainability, vol. 15, no. 3, p. 2744, Feb. 2023, doi: 10.3390/su15032744.
C. Liu, Y. Zhang, and J. Zhang, “The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention,” Journal of Product and Brand Management, vol. 29, no. 6, pp. 783–801, Sep. 2020, doi: 10.1108/JPBM-11-2018-2106.
J. Kim and H. Song, “Celebrity’s self-disclosure on Twitter and parasocial relationships: A mediating role of social presence,” Comput Human Behav, vol. 62, pp. 570–577, Sep. 2016, doi: 10.1016/J.CHB.2016.03.083.
A. P. Schouten, L. Janssen, and M. Verspaget, “Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit,” Int J Advert, vol. 39, no. 2, pp. 258–281, Feb. 2020, doi: 10.1080/02650487.2019.1634898.
Y. D. Handarkho, “Impact of social experience on customer purchase decision in the social commerce context,” Journal of Systems and Information Technology, vol. 22, no. 4, pp. 47–71, May 2020, doi: 10.1108/JSIT-05-2019-0088.
J. Phua, J.-S. (Elaine) Lin, and D. J. Lim, “Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram,” Comput Human Behav, vol. 84, pp. 93–102, Jul. 2018, doi: 10.1016/j.chb.2018.02.031.
DOI: https://doi.org/10.47738/jads.v6i2.634
Refbacks
- There are currently no refbacks.
Journal of Applied Data Sciences
| ISSN | : | 2723-6471 (Online) |
| Publisher | : | Bright Publisher |
| Website | : | http://bright-journal.org/JADS |
| : | taqwa@amikompurwokerto.ac.id (principal contact) | |
| support@bright-journal.org (technical issues) |
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0