Purpose:Performers may generate loyalty partly through eliciting illusory personal connections with their audience,parasocial relationships(PSRs),and individual illusory exchanges,parasocial interactions(PSIs).On soci...Purpose:Performers may generate loyalty partly through eliciting illusory personal connections with their audience,parasocial relationships(PSRs),and individual illusory exchanges,parasocial interactions(PSIs).On social media,semi-PSIs are real but imbalanced exchanges with audiences,including through comments on influencers’videos,and strong semi-PSIs are those that occur within PSRs.This article introduces and assesses an automatic method to detect videos with strong PSI potential.Design/methodology/approach:Strong semi-PSIs were hypothesized to occur when commenters used a variant of the pronoun“you”,typically addressing the influencer.Comments on the videos of UK female influencer channels were used to test whether the proportion of you pronoun comments could be an automated indicator of strong PSI potential,and to find factors associating with the strong PSI potential of influencer videos.The highest and lowest strong PSI potential videos for 117 influencers were classified with content analysis for strong PSI potential and evidence of factors that might elicit PSIs.Findings:The you pronoun proportion was effective at indicating video strong PSI potential,the first automated method to detect any type of PSI.Gazing at the camera,head and shoulders framing,discussing personal issues,and focusing on the influencer associated with higher strong PSI potential for influencer videos.New social media factors found include requesting feedback and discussing the channel itself.Research limitations:Only one country,genre and social media platform was analysed.Practical implications:The method can be used to automatically detect YouTube videos with strong PSI potential,helping influencers to monitor their performance.Originality/value:This is the first automatic method to detect any aspect of PSI or PSR.展开更多
Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.T...Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.展开更多
文摘Purpose:Performers may generate loyalty partly through eliciting illusory personal connections with their audience,parasocial relationships(PSRs),and individual illusory exchanges,parasocial interactions(PSIs).On social media,semi-PSIs are real but imbalanced exchanges with audiences,including through comments on influencers’videos,and strong semi-PSIs are those that occur within PSRs.This article introduces and assesses an automatic method to detect videos with strong PSI potential.Design/methodology/approach:Strong semi-PSIs were hypothesized to occur when commenters used a variant of the pronoun“you”,typically addressing the influencer.Comments on the videos of UK female influencer channels were used to test whether the proportion of you pronoun comments could be an automated indicator of strong PSI potential,and to find factors associating with the strong PSI potential of influencer videos.The highest and lowest strong PSI potential videos for 117 influencers were classified with content analysis for strong PSI potential and evidence of factors that might elicit PSIs.Findings:The you pronoun proportion was effective at indicating video strong PSI potential,the first automated method to detect any type of PSI.Gazing at the camera,head and shoulders framing,discussing personal issues,and focusing on the influencer associated with higher strong PSI potential for influencer videos.New social media factors found include requesting feedback and discussing the channel itself.Research limitations:Only one country,genre and social media platform was analysed.Practical implications:The method can be used to automatically detect YouTube videos with strong PSI potential,helping influencers to monitor their performance.Originality/value:This is the first automatic method to detect any aspect of PSI or PSR.
文摘Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.
