From Credibility to Connection: Exploring the Dynamics between Influencer Credibility and Parascocial Relationships
(2024) BUSN39 20241Department of Business Administration
- Abstract
- The rapidly evolving landscape of influencer marketing, particularly within the cosmetics industry, underscores the need to dissect the dynamics between influencer credibility and parasocial relationships. This thesis explores the multifaceted nature of influencer credibility— comprising attractiveness, expertise, trustworthiness, and similarity—and its role in cultivating
strong parasocial relationships. Influencer credibility is increasingly scrutinized amid skepticism towards traditional celebrity endorsements, shifting consumer preferences towards trusted and relatable figures.
The core of this research lies in exploring the individual impact of each dimension of source credibility on the strength and formation of parasocial... (More) - The rapidly evolving landscape of influencer marketing, particularly within the cosmetics industry, underscores the need to dissect the dynamics between influencer credibility and parasocial relationships. This thesis explores the multifaceted nature of influencer credibility— comprising attractiveness, expertise, trustworthiness, and similarity—and its role in cultivating
strong parasocial relationships. Influencer credibility is increasingly scrutinized amid skepticism towards traditional celebrity endorsements, shifting consumer preferences towards trusted and relatable figures.
The core of this research lies in exploring the individual impact of each dimension of source credibility on the strength and formation of parasocial relationships, consequently influencing marketing outcomes. Employing a quantitative methodology, the study examines the hypothesized connections in-depth, unveiling the intricate roles played by distinct credibility dimensions in shaping parasocial relationships. These findings underscore the strategic significance of aligning influencer selection with specific attributes, enhancing marketing strategies.
The research findings highlight the individual impact of perceived attractiveness, similarity, and expertise of influencers in strengthening parasocial relationships. This, in turn, facilitates the effective communication of persuasive messages. The study not only enriches theoretical frameworks by detailing the constituents of influencer credibility but also provides practical
insights for brands on optimizing influencer selection to achieve desired marketing goals.
By focusing on the dynamics within the cosmetics industry, this research offers a unique perspective on how businesses in this sector can leverage influencer credibility. It provides recommendations for fostering enduring relationships with consumers, thereby enhancing both the reach and impact of marketing campaigns. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167050
- author
- Nguyen, Tran Thuy-Tien Tina LU and Borgel, Saskia LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Influencer Marketing, Influencer Credibility, Source Credibility, Parasocial Relationships
- language
- English
- id
- 9167050
- date added to LUP
- 2024-06-25 13:24:07
- date last changed
- 2024-06-25 13:24:07
@misc{9167050,
abstract = {{The rapidly evolving landscape of influencer marketing, particularly within the cosmetics industry, underscores the need to dissect the dynamics between influencer credibility and parasocial relationships. This thesis explores the multifaceted nature of influencer credibility— comprising attractiveness, expertise, trustworthiness, and similarity—and its role in cultivating
strong parasocial relationships. Influencer credibility is increasingly scrutinized amid skepticism towards traditional celebrity endorsements, shifting consumer preferences towards trusted and relatable figures.
The core of this research lies in exploring the individual impact of each dimension of source credibility on the strength and formation of parasocial relationships, consequently influencing marketing outcomes. Employing a quantitative methodology, the study examines the hypothesized connections in-depth, unveiling the intricate roles played by distinct credibility dimensions in shaping parasocial relationships. These findings underscore the strategic significance of aligning influencer selection with specific attributes, enhancing marketing strategies.
The research findings highlight the individual impact of perceived attractiveness, similarity, and expertise of influencers in strengthening parasocial relationships. This, in turn, facilitates the effective communication of persuasive messages. The study not only enriches theoretical frameworks by detailing the constituents of influencer credibility but also provides practical
insights for brands on optimizing influencer selection to achieve desired marketing goals.
By focusing on the dynamics within the cosmetics industry, this research offers a unique perspective on how businesses in this sector can leverage influencer credibility. It provides recommendations for fostering enduring relationships with consumers, thereby enhancing both the reach and impact of marketing campaigns.}},
author = {{Nguyen, Tran Thuy-Tien Tina and Borgel, Saskia}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Credibility to Connection: Exploring the Dynamics between Influencer Credibility and Parascocial Relationships}},
year = {{2024}},
}