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The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing

The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing

Yu-Hsi Yuan, Yi-Cheng Yeh, Chia-Huei Wu, Cheng-Yong Liu, Hsin-Hao Chen, Chien-Wen Chen
Copyright: © 2022 |Volume: 34 |Issue: 3 |Pages: 15
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781799893264|DOI: 10.4018/JOEUC.287105
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MLA

Yuan, Yu-Hsi, et al. "The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing." JOEUC vol.34, no.3 2022: pp.1-15. http://doi.org/10.4018/JOEUC.287105

APA

Yuan, Y., Yeh, Y., Wu, C., Liu, C., Chen, H., & Chen, C. (2022). The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing. Journal of Organizational and End User Computing (JOEUC), 34(3), 1-15. http://doi.org/10.4018/JOEUC.287105

Chicago

Yuan, Yu-Hsi, et al. "The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing," Journal of Organizational and End User Computing (JOEUC) 34, no.3: 1-15. http://doi.org/10.4018/JOEUC.287105

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Abstract

The purpose of this study was focused on exploring the relationship among the fans’ preferences, fans’ para-social interaction, and fans’ word-of-mouth. A survey consisted of 21 items based on the literature review and developed by this study. An online survey was distributed to the users of YouTube in Taiwan. A total of 606 valid samples was collected by survey. The instrument passed the reliability and validity test. Further, the data process applied the PLS (partial least squares) regression analysis methodology. The result shows that the ‘attractive’ impacted ‘para-social interaction’, ‘e-word-of-mouth’, and ‘preferences of fans’ positively. In addition, the para-social interaction plays an important role as a mediator between influencer’s attractiveness, w-word-of-mouth, and preferences of fans. Some suggestions were provided for social media influence’ related studies as reference.