• English
    • العربية
  • العربية
  • Login
  • QU
  • QU Library
  •  Home
  • Communities & Collections
View Item 
  •   Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Student Thesis & Dissertations
  • College of Business and Economics
  • Science in Marketing
  • View Item
  • Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Student Thesis & Dissertations
  • College of Business and Economics
  • Science in Marketing
  • View Item
  •      
  •  
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Examining The Effects Of Parasocial Interaction And Identification With Social Media Influencers On Collaborating Brands

    Thumbnail
    View/Open
    Dalal Aljafari_ OGS Approved Thesis.pdf (1.673Mb)
    Date
    2019-06
    Author
    Aljafari, Dalal
    Metadata
    Show full item record
    Abstract
    The thesis explores the phenomenon of social media influencers, reveal their distinctive features, explain how followers develop relationships with them and clarify how and why a cooperation with influencers could be effective. Based on parasocial interaction theory and social influence theory, the study examines the associations between parasocial interaction and identification with a social media influencer along with the effect it carries towards the collaborating brand; in terms of advocacy, purchase intention and brand image. Antecedents of parasocial interaction with social media influencers have been investigated in terms of awareness, credibility, and physical attractiveness. The data were collected using an online questionnaire from 252 respondents. The findings suggest that the three predictor variables; awareness, credibility physical attractiveness significantly influence parasocial interaction. Parasocial interaction affects identification which in turn exert significant impact on advocacy, purchase intention and perceived image. The findings have essential managerial implications, as such most importantly it proves that identification with social media influencer has a different level of effect on collaborating brands, depending on the fore sought marketing outcome.
    DOI/handle
    http://hdl.handle.net/10576/11687
    Collections
    • Science in Marketing [‎26‎ items ]

    entitlement


    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Home

    Submit your QU affiliated work

    Browse

    All of Digital Hub
      Communities & Collections Publication Date Author Title Subject Type Language Publisher
    This Collection
      Publication Date Author Title Subject Type Language Publisher

    My Account

    Login

    Statistics

    View Usage Statistics

    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Video