‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

ABSTRACT

Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.     

治理机制对顾客参与价值共创行为的影响——虚拟品牌社区的实证研究

虚拟品牌社区是企业与顾客进行价值共创的重要平台,顾客参与价值共创行为对企业长远发展具有十分重要的作用。现有研究多是基于不同的理论从顾客视角出发探索顾客参与价值共创行为受到的心理动机和个人特征等因素的影响,鲜有从企业视角出发,探索治理机制对虚拟品牌社区中顾客参与价值共创行为的影响。本文立足交易成本理论与社会交换理论,从企业视角切入,引入关系质量作为中介变量,构建虚拟品牌社区治理机制、关系质量与顾客参与价值共创行为的关系整合模型。采用问卷调查法对模型进行验证,研究结果显示:(1)契约治理机制只对知识贡献行为产生显著正向影响,对顾客公民行为的影响不显著,而关系治理机制对知识贡献行为与顾客公民行为均具有显著正向影响。(2)关系质量在契约治理机制与顾客公民行为的关系中起完全中介作用,在契约治理机制与知识贡献行为、关系治理机制与知识贡献行为以及关系治理机制与顾客公民行为的关系中起部分中介作用。由研究结论可知,虚拟品牌社区一方面应综合运用契约治理机制与关系治理机制来有效地促进顾客参与价值共创行为,以弥补单独运用某一种治理机制存在的不足;另一方面也应注重关系质量在虚拟品牌社区中促进顾客参与价值共创行为的重要作用。这些研究发现为促进虚拟品牌社区的可持续发展提供了有价值的启示。     

You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships,and watching fitness influencers,relate to intentions to exercise

Digital celebrities found on social media platforms are found to be successful in endorsing brands and products, and influencing purchase intentions of their followers. However, influencers also promote values and lifestyles on their channels, such as healthy behavior and fitness. In this article, we investigate the motivations of users who follow fitness influencers on YouTube and how parasocial interaction and intentions to watch fitness are related to intentions to exercise. Watching fitness videos and social interaction seems only to motivate followers that are already physically active. Non-exercising users are attracted to YouTube by entertainment and a parasocial relationship with an influencer that has no impact on their intentions to exercise.     

论房地产业与国民经济发展的关系——以辽宁省为例

本文以房地产业为研究对象,以辽宁省为例,结合房地产业与国民经济及其它相关产业的关联度分析研究,阐述辽宁省房地产业与经济发展的关系。     

高职教育投入与辽宁经济发展关联分析

本文重点研究教育投入与经济增长的协调关系。通过分析教育投入与经济增长的关系,可以为我国制定教育发展战略的目标提供更为科学的理论基础和有效的决策依据。从而达到经济增长与教育发展的互利共赢。     

Assessing Value Co-Creation and New Product Success from Cultural Orientations and Relationship Marketing Perspectives

This study's main objective was to assess value co-creation and new product success among small and medium enterprises (SMEs) in Indonesia by incorporating cultural orientations and relationship marketing perspectives. The samples were purposely selected in two sectors: handcraft and food and drink. They were approached through a door-to-door distribution of the questionnaires. The findings indicated that relationship quality can enhance value co-creation and new product success when SMEs have a favorable combination of learning, market, and entrepreneurial orientations. However, this study suggests that SMEs do not utilize their relationships as arenas for learning and learning orientation can affect relationship quality only when it is supported by the other orientations.     

基于知识产权的组织间关系网络的演化特征

分析了基于知识产权的组织间关系网络的基本内涵和构成要素,将基于知识产权的组织间关系网络的生命周期划分为5个阶段——创立阶段、成长阶段、成熟阶段、衰退阶段和解散阶段,具体论述了各阶段的组织间关系网络的演化特征。以对450家企业的深度访谈和问卷调查为基础,通过描述性统计分析、因子分析以及多元方差分析来实证研究目标一致性、信息沟通以及信任等关系属性在各阶段的传递规律。研究结果表明,基于知识产权的组织间关系属性的顶峰阶段并非都出现在关系生命周期的成熟阶段。     

Too Little or too much? Exploring U‐shaped Relationships between Corporate Environmental Performance and Corporate Financial Performance

Despite 40 years of research on the relationship between corporate environmental performance (CEP) and corporate financial performance (CFP), there is no generally accepted theoretical framework that explains the contradictory results that have emerged. This unsatisfactory status may be attributed to the fact that linear models dominate the research. Based on an international sample of 2361 firm‐years from 2008 to 2012, we find empirical evidence of a non‐linear, specifically a U‐shaped, relationship between carbon performance and profitability as well as between waste intensity and profitability. The same result holds for the relationship between carbon performance and stock market performance, but solely for manufacturing industries. Our empirical findings provide evidence for the theoretical framework of a ‘too‐little‐of‐a‐good‐thing’ (TLGT) effect, which indicates that the type of relationship (positive, negative) depends on the level of CEP. More precisely, there is a negative CEP–CFP relationship for companies with low CEP and a positive association for high CEP. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment     

Aligning corporate transfer intentions and subsidiary HRM practice implementation in multinational corporations

We study HRM practice implementation in subsidiaries of multinational corporations (MNCs) and diverge from extant research by focusing on alignment, which we conceptualize as the degree to which subsidiary implementation of HRM practices corresponds with the subsidiary-specific transfer intentions of corporate headquarters. In explaining alignment we examine different aspects of the headquarters–subsidiary relationship, namely, the extent of formal control, interpersonal relationships and subsidiary strategic HRM capabilities. Based on a sample of 105 subsidiaries from 12 Nordic MNCs, the results highlight the importance of expatriates, trust and the strategic HRM capabilities of the subsidiary HR function. We conduct post hoc analyses to shed further light on (i) the relationship between our independent variables and the two separate components of alignment – corporate intentions and subsidiary implementation, and (ii) two different types of misalignment – excessive and insufficient.