The Influence of Social Media Influencers: Understanding Online Vaping Communities and Parasocial Interaction through the Lens of Taylor’s Six-Segment Strategy Wheel
By Emory S. Daniel, Elizabeth C. Crawford Jackson, David Keith Westerman. Journal of Interactive Advertising, 2018
107 citations recorded by the source corpus.
Abstract The purpose of this research is to increase understanding of Taylor’s six-segment strategy wheel (SSSW) by exploring how message strategy makes use of commenters’ parasocial interactions (PSIs) with social media influencers (SMIs). Recent research findings have concluded that younger viewers often consider PSIs/parasocial relationships (PSRs) to be highly similar to their social interactions/relationships. To understand this phenomenon, the research explores the dynamics of the vaping community, because SMIs are a primary means of product information. Vaping companies use SMIs who are known only to the collective group of like-minded peers to create a loyal audience. The present study uses research from the SSSW and PSIs to understand persuasive cues while watching a video featuring an SMI.
Subfields: Gender Studies, Literature and Literary Theory, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/98cd5bdaf778f602b56553e40deba96765d9b98f
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Citations in the corpus
- The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction (2021, background): “In recent years, there has been a growing momentum of research on how customer relationships develop through the search for celebrities and / or influencers on growing social media sites such as Instagram (Daniel et al., 2018; Haobin Ye et al., 2021; Liu et al., 2018).”
- Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective (2021, background): “…France, and the UK are a sample of European countries with “high levels of advanced technological capability” and the study took a millennial‐ centric approach (Ferri‐Reed, 2014, p. 13) in which millennials were conceptualized as virtually interactive on social platforms (Daniel et al., 2018).”