Parasocial Relationship Analysis on Digital Celebrities Follower's Purchase Intention

Syauqi Hanief, Putu Wuri Handayani, Fatimah Azzahro, Ave Adriana Pinem

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The relationship of interaction between celebrities and consumers in social media is increasing and from the parasocial relations that are formed can encourage consumers to increase the intention to purchase the products endorsed by celebrities. This study aims to study the effect of the parasocial relationship between digital celebrities and their followers on shopping intentions and eWOM users' intentions in Indonesia. This study uses a quantitative approach. The questionnaire is used as an instrument for data collection. Respondents who were included in this study are 135 social media users in Indonesia who participated in at least one Indonesian digital celebrity account. Data is processed using PLS-SEM using SmartPLS 3.0 software. The results of this study concluded that the stronger the parasocial relationship, the stronger the purchase intention and eWOM intention of digital celebrities' followers.

Original languageEnglish
Title of host publicationProceedings - 2019 2nd International Conference of Computer and Informatics Engineering
Subtitle of host publicationArtificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
EditorsAnita Hidayati, Shinta Oktaviana, Iklima Ermis Ismail, Ayu Rosyida Zain, Fitria Nugrahani, Dewi Kurniawati, Irma Permatasari Sari
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages12-17
Number of pages6
ISBN (Electronic)9781728123844
DOIs
Publication statusPublished - Sep 2019
Event2nd International Conference of Computer and Informatics Engineering, IC2IE 2019 - Banyuwangi, East Java, Indonesia
Duration: 10 Sep 201911 Sep 2019

Publication series

NameProceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019

Conference

Conference2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
Country/TerritoryIndonesia
CityBanyuwangi, East Java
Period10/09/1911/09/19

Keywords

  • digital celebrities
  • parasocial relationship
  • purchase intention
  • social media

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