Pengaruh Hubungan Parasosial Antara Selebriti Dan Pengikutnya Terhadap Niat Beli Dan Niat E-WOM
Keywords:
Empati, Hubungan parasosial, Niat beli, Niat Ewom, Periklanan sosial media selebritiAbstract
Keefektifan dan kekuatan iklan selebriti diakui oleh para pemasar sehingga menjadikan mereka para selebriti sebagai figur yang sangat berpengaruh terhadap periklanan sosial media. Konsep hubungan parasosial dapat menjelaskan hubungan antara selebriti dan pengikutnya. Penelitian ini mempelajari bagaimana hubungan parasosial memengaruhi niat beli dan niat eWOM pengikut sosial media selebriti serta menyelidiki pengaruh empati terhadap hubungan parasosial dalam Theory of Social Sharing of Emotion. Survei dilakukan terhadap 100 pengguna sosial media di Indonesia yang mengikuti akun sosial media selebriti dengan cara penyebaran kuesioner secara online. Analisis data dilakukan dengan analisis SEM menggunakan evaluasi model PLS melalui program SmartPLS 3. Hasil penelitian menunjukkan bahwa empati secara langsung berpengaruh signifikan terhadap hubungan parasosial, serta hubungan parasosial secara langsung berpengaruh signifikan terhadap niat beli dan niat eWOM. Penelitian ini menjelaskan bagaimana selebriti memiliki pengaruh periklanan terhadap pengikut sosial media mereka dalam konsep hubungan parasosial.
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Business Research, vol. 69, no. 9, pp. 3261–3269, 2016, doi:
10.1016/j.jbusres.2016.02.023.
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sales of ‘likes’ and other social-network Stimuli,” Jornal of Advertising Research,
vol. 55, no. 2, pp. 162–175, 2015, doi: 10.2501/JAR-55-2-162-175.
[2] C. A. Lin and T. Kim, “Predicting user response to sponsored advertising on social
media via the technology acceptance model,” Computers in Human Behavior, vol. 64, pp. 710–718, 2016, doi: 10.1016/j.chb.2016.07.027.
[3] M. Dehghani and M. Tumer, “A research on effectiveness of Facebook advertising on
enhancing purchase intention of consumers,” Computers in Human Behavior, vol. 49,
no. C, pp. 597–600, 2015, doi: 10.1016/j.chb.2015.03.051.
[4] K. Wilcox and A. T. Stephen, “Are close friends the enemy? online social networks,
self-esteem, and self-control,” Journal of Consumer Research, vol. 40, no. 1, pp. 90–103,
2013, doi: 10.1086/668794.
[5] J. E. Lee and B. Watkins, “YouTube vloggers ’ influence on consumer luxury brand
perceptions and intentions,” Journal of Business Research, vol. 69, no. 12, pp. 5753–
5760, 2016, doi: 10.1016/j.jbusres.2016.04.171.
[6] D. Shin, “Empathy and embodied experience in virtual environment: To what extent
can virtual reality stimulate empathy and embodied experience?,” Computers in
Human Behavior, vol. 78, pp. 64–73, 2018, doi: 10.1016/j.chb.2017.09.012.
[7] 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,” Computers in Human Behavior, vol. 87, no.
January, pp. 155–173, 2018, doi: 10.1016/j.chb.2018.05.029.
[8] X. Niu, X. Wang, and Z. Liu, “When I feel invaded, I will avoid it: The effect of
advertising invasiveness on consumers’ avoidance of social media advertising,”
Journal of Retailing and Consumer Services, vol. 58, no. October 2020, p. 102320,
2021, doi: 10.1016/j.jretconser.2020.102320.
[9] I. Gregurec, T. Vraneevi, and D. Damir, “the Importance of Database Marketing in
Social Network Advertising,” International Jornal of Management Cases, vol. 13, no. 4,
pp. 165–172, 2011, doi: 10.5848/apbj.2011.00124.
[10] X. Lin, Y. Li, and X. Wang, “Social commerce research: Definition, research themes
and the trends,” International Journal of Information Management, vol. 37, no. 3, pp.
190–201, 2017, doi: 10.1016/j.ijinfomgt.2016.06.006.
[11] E. Bakshy, D. Eckles, R. Yan, and I. Rosenn, “Social influence in social advertising:
Evidence from field experiments,” Proceedings of the ACM Conference on Electronic
Commerce, vol. 1, no. 212, pp. 146–161, 2012, doi: 10.1145/2229012.2229027.
[12] A. M. Rubin and M. M. Step, “Impact of motivation, attraction, and parasocial
interaction on talk radio listening,” Journal of Broadcasting and Electronic Media, vol.
44, no. 4, pp. 635–654, 2000, doi: 10.1207/s15506878jobem4404_7.
[13] J. L. Dibble, T. Hartmann, and S. F. Rosaen, “Parasocial Interaction and Parasocial
Relationship: Conceptual Clarification and a Critical Assessment of Measures,”
Human Communication Research, vol. 42, no. 1, pp. 21–44, 2016, doi:
10.1111/hcre.12063.
[14] L. I. Labrecque, “Fostering consumer-brand relationships in social media
environments: The role of parasocial interaction,” Journal of Interactive Marketing,
vol. 28, no. 2, pp. 134–148, 2014, doi: 10.1016/j.intmar.2013.12.003.
[15] D. Horton and R. Richard Wohl, “Mass Communication and Para-Social Interaction,”
Psychiatry, vol. 19, no. 3, pp. 215–229, 1956, doi: 10.1080/00332747.1956.11023049.
[16] E. M. Perse and R. B. Rubin, “Attribution in Social and Parasocial Relationships,”
Communication Research, vol. 16, no. 1, pp. 59–77, 1989.
[17] T. Singer, B. Seymour, J. O’Doherty, H. Kaube, R. J. Dolan, and C. D. Frith,
“Empathy for Pain Involves the Affective but not Sensory Components of Pain,”
Science, vol. 303, no. 5661, pp. 1157–1162, 2004, doi: 10.1126/science.1093535.
[18] C. T. Rodríguez Hidalgo, E. S. H. Tan, and P. W. J. Verlegh, “The social sharing of
emotion (SSE) in online social networks: A case study in Live Journal,” Computers in Human Behavior, vol. 52, pp. 364–372, 2015, doi: 10.1016/j.chb.2015.05.009.
[19] J. L. Derrick, S. Gabriel, and B. Tippin, “Parasocial relationships and selfdiscrepancies:
Faux relationships have benefits for low self-esteem individuals,”
Personal Relationships, vol. 15, no. 2, pp. 261–280, 2008, doi: 10.1111/j.1475-
6811.2008.00197.x.
[20] A. J. Kim and E. Ko, “Do social media marketing activities enhance customer equity?
An empirical study of luxury fashion brand,” Journal of Business Research, vol. 65, no.
10, pp. 1480–1486, 2012, doi: 10.1016/j.jbusres.2011.10.014.
[21] J. Colliander and M. Dahlén, “Following the fashionable friend: The power of social
media weighing the publicity effectiveness of blogsversus online magazines,” Journal
of Advertising Research, vol. 51, no. 1, pp. 313–320, 2011, doi: 10.2501/JAR-51-1-313-
320.
[22] 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, no. January 2019, p. 101742, 2019, doi:
10.1016/j.jretconser.2019.01.011.
[23] T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-ofmouth
via consumer-opinion platforms: What motivates consumers to articulate
themselves on the Internet?,” Journal of Interactive Marketing, vol. 18, no. 1, pp. 38–
52, 2004, doi: 10.1002/dir.10073.
[24] S. C. Chu and S. M. Choi, “Electronic word-of-mouth in social networking sites: A
cross-cultural study of the United States and China,” Journal of Global Marketing, vol.
24, no. 3, pp. 263–281, 2011, doi: 10.1080/08911762.2011.592461.
[25] S. C. Chu and Y. Kim, “Determinants of consumer engagement in electronic Word-Of-
Mouth (eWOM) in social networking sites,” International Journal of Advertising, vol.
30, no. 1, pp. 47–75, 2011, doi: 10.2501/IJA-30-1-047-075.
[26] 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,” Journal of Advertising, vol.
43, no. 2, pp. 181–195, 2014, doi: 10.1080/00913367.2013.827606.
[27] H. G. M. Vossen and P. M. Valkenburg, “Do social media foster or curtail adolescents’
empathy? A longitudinal study,” Computers in Human Behavior, vol. 63, pp. 118–124,
2016, doi: 10.1016/j.chb.2016.05.040.
[28] H. Kim, E. Ko, and J. Kim, “SNS users’ para-social relationships with celebrities:
social media effects on purchase intentions,” Journal of Global Scholars of Marketing
Science, vol. 25, no. 3, pp. 279–294, 2015, doi: 10.1080/21639159.2015.1043690.
[29] E. A. van Reijmersdal et al., “Effects of Disclosing Sponsored Content in Blogs: How
the Use of Resistance Strategies Mediates Effects on Persuasion,” American
Behavioral Scientist, vol. 60, no. 12, pp. 1458–1474, 2016, doi:
10.1177/0002764216660141.
[30] L. Su, S. R. Swanson, S. Chinchanachokchai, M. K. Hsu, and X. Chen, “Reputation
and intentions: The role of satisfaction, identification, and commitment,” Journal of
Business Research, vol. 69, no. 9, pp. 3261–3269, 2016, doi:
10.1016/j.jbusres.2016.02.023.
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2021-12-08
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Praswati, A. N., & Suryandari, R. S. (2021). Pengaruh Hubungan Parasosial Antara Selebriti Dan Pengikutnya Terhadap Niat Beli Dan Niat E-WOM. Prosiding University Research Colloquium, 105–113. Retrieved from https://repository.urecol.org/index.php/proceeding/article/view/1676
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