El papel de la interacción parasocial en la intención de los consumidores de comprar productos de belleza

Palabras clave: interacción parasocial, intención de compra, redes sociales, atractivo social, atractivo físico

Resumen

Los productos de belleza se han convertido en uno de los productos de primera necesidad de las mujeres en Indonesia, lo que ha generado un aumento en la búsqueda de información sobre dichos productos a través de una variedad de medios tales como YouTube—uno de los más visitados a la hora de buscar reseñas sobre cosméticos. Esto ha fomentado la aparición de vloggers de belleza quienes son, hoy en día, una de las fuentes preferidas para buscar referencias sobre productos de belleza. Sin embargo, la relación entre suscriptores y dichos gurús no ha logrado persuadir de manera óptima a los suscriptores para que compren los productos de belleza que han sido reseñados. Por lo tanto, el propósito de esta investigación es analizar cómo influye la interacción parasocial en la intención de compra de los suscriptores y cuáles son sus implicaciones. Para esto, proponemos cuatro hipótesis. Además, los datos se analizan mediante modelos de ecuaciones estructurales. Los resultados de esta investigación indican que el atractivo físico y la homofilia tienen un impacto en la interacción parasocial y, a largo plazo, inciden en la intención de compra. Sin embargo, no se reconoce que el atractivo social influya en la interacción parasocial.

Biografía del autor/a

Purnamaningsih Purnamaningsih, Universitas Multimedia Nusantara

Master in Science Management, Universitas Multimedia Nusantara,
Tangerang, Indonesia, purnamaningsih@umn.ac.id

Nosica Rizkalla, Universitas Multimedia Nusantara

Master in Science Management, Universitas Multimedia Nusantara,
Tangerang, Indonesia, nosica.rizkalla@umn.ac.id

Referencias Bibliográficas

Algoe, S. B.; Haidt, J. (2009). Witnessing excellence in action: The ‘other-praising’ emotions of elevation, gratitude, and admiration. The Journal of Positive Psychology. v. 4, n. 2, 105-127. https://doi.org/10.1080/17439760802650519

Aral, S.; Walker, D. (2014). Tie Strength, Embeddedness, and Social Influence: A Large-Scale Networked Experiment. Management Science, v. 60, n. 6, 1352-1370. https://doi.org/10.1287/mnsc.2014.1936

Bella, A. (2018). Potensi Gemuk Pasar Kosmetik Tanah Air. https://marketeers.com/potensi-gemuk-pasar-kosmetik-tanah-air/

Deller, R. A. (2016). Star image, celebrity reality television and the fame cycle. Celebrity studies, v. 7, n. 3, 373-389. https://doi.org/10.1080/19392397.2015.1133313

De Veirman, M.; Cauberghe, V.; Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, v. 36, n. 5, 798-828. https://doi.org/10.1080/02650487.2017.1348035

De Vries, L.; Gensler, S.; Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, v. 26, n. 2, 83-91. https://doi.org/10.1016/j.intmar.2012.01.003

Djafarova, E.; Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, v. 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009

Eyal, K.; Rubin, A. M. (2003). Viewer Aggression and Homophily, Identification, and Parasocial Relationships with Television Characters. Journal of Broadcasting & Electronic Media, v. 47, n. 1, 77-98. https://doi.org/10.1207/s15506878jobem4701_5

Freeman, B.; Chapman, S. (2007). Is “YouTube” telling or selling you something? Tobac- co content on the YouTube video-sharing website. Tobacco Control, v. 16, n. 3, 207–210. https://doi.org/10.1136/tc.2007.020024

Hair, J. F.; Black, W. C.; Babin, B. J.; Anderson, R. E. (2009). Multivariate Data Analysis 7th Edition. Pearson Prentice Hall.

Hoffner, C. (1996). Children's wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, v. 40, n. 3, 389-402. https://doi.org/10.1080/08838159609364360

Hoffner, C.; Buchanan, M. (2005). Young Adults' Wishful Identification with Television Characters: The Role of Perceived Similarity and Character Attributes. Media Psychology, v. 7, n. 4, 325-351. https://doi.org/10.1207/S1532785XMEP0704_2

Horton, D.; Wohl, R. (1956), Mass Communication and Para-Social Interaction, Psychiatry Interpersonal and Biological Processes, v. 19, n. 3, 215-229. https://doi.org/10.1080/00332747.1956.11023049

Hsu, C. L.; Chuan-Chuan Lin, J.; Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, v. 23, n. 1, 69-88. https://doi.org/10.1108/10662241311295782

Hu, M.; Chen, M.; Li, M.; Yin, Z. (2019). Meet the media characters from another culture: Influence of ethnocentrism on parasocial interaction. Psychology of Popular Media Culture, v. 8, n. 2, 170-179. https://doi.org/10.1037/ppm0000168

Hwang, K.; Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, v. 87, 155-173. https://doi.org/10.1016/j.chb.2018.05.029

Investor Daily. (2018). Industri Kosmetik Nasional Tumbuh 20%. https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20

Kim, H.; Ko, E.; Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, v. 25, n. 3, 279-294. https://doi.org/10.1080/21639159.2015.1043690

Kim, J.; Song, H. (2016). Celebrity's self-disclosure on Twitter and parasocial relationships: A mediating role of social presence. Computers in Human Behavior, v. 62, 570-577. https://doi.org/10.1016/j.chb.2016.03.083

Klimmt, C.; Hartmann, T.; Schramm, H. (2006). Parasocial interactions and relationships. Psychology of entertainment, 291-313. https://books.google.co.id/books?hl=en&lr=&id=AVnhAQAAQBAJ&oi=fnd&pg=PA291&dq=Klimmt,+C.,+Hartmann,+T.,+%26+Schramm,+H.+(2006).+Parasocial+interactions+and+relationships.%C2%A0Psychology+of+entertainment,+291-313.&ots=cczBZByK_3&sig=np2HvEuz5agXBi

Labrecque, L. I. (2014), Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of interactive marketing, v. 28, n. 2, 134-148. https://doi.org/10.1016/j.intmar.2013.12.003

Lee, J. E.; Watkins, B., (2016) YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, v. 69, n. 12, 5753-5760. https://doi.org/10.1016/j.jbusres.2016.04.171

Liu, M. T.; Liu, Y.; Zhang, L. L. (2019). Vlog and Brand Evaluations: The Influence of Parasocial Interaction. Asia Pacific Journal of Marketing and Logistics. Asia Pacific Journal of Marketing and Logistics, v. 31, n. 2, 419-436. https://doi.org/10.1108/APJML-01-2018-0021

McCroskey, J. C.; Richmond, V. P.; Daly, J. A. (1975), The Development of a Measure of Perceived Homophily in Interpersonal Communication. Human Communication Research, v. 1, n. 4, 323-332. https://doi.org/10.1111/j.1468-2958.1975.tb00281.x

McCroskey, J. C.; McCain, T. A. (1974), The measurement of interpersonal attraction, Speech Monographs. v. 41, n. 3, 261-266. https://doi.org/10.1080/03637757409375845

Pixability (2014). Major Study Identifies Substantial Beauty Industry Disparities on YouTube. https://www.pixability.com/recent-press-releases/study-beauty-industry-youtube-2014/

Rihl, A.; Wegener, C. (2019). YouTube celebrities and parasocial interaction: Using feedback channels in mediatized relationships. Convergence: The International Journal of Research into New Media Technologies, v. 25, n. 3. https://doi.org/10.1177%2F1354856517736976

Rosaen, S. F.; Dibble, J. L.; Hartmann, T. (2019). Does the Experience of Parasocial Interaction Enhance Persuasiveness of Video Public Service Messages? Communication Research Reports, v. 36, n. 3, 201-208. https://doi.org/10.1080/08824096.2019.1598854

Rubin, R. R.; McHugh, M. P. (1987), Development of para-social interaction relationship. Journal of Broadcasting & Electronic Media, v. 31, n. 3, 279-292. https://doi.org/10.1080/08838158709386664

Sakib, M. N.; Zolfagharian, M.; Yazdanparast, A. (2020). Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness. Journal of Retailing and Consumer Services, v. 52, 721-745. https://doi.org/10.1016/j.jretconser.2019.01.002

Schmid, H.; Klimmt, C. (2011). A magically nice guy: Parasocial relationships with Harry Potter across different cultures. International Communication Gazette, v. 73, n. 3, 252-269. https://doi.org/10.1177%2F1748048510393658

Shariffadeen, T. S. A. T. M. A.; Manaf, A. M. A. (2017). Following Islamic Reality Show Personalities on Twitter: A Uses and Gratifi cation Approach to Understanding Parasocial Interaction and Social Media Use. Intellectual Discourse, v. 25, (Special Is), 637-659. https://journals.iium.edu.my/intdiscourse/index.php/islam/article/view/1064

Shimp, T. A.; Andrews, J. C. (2017). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Nelson Education.

Spry, A.; Pappu, R.; Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European journal of marketing, v. 45, n. 6, 882-909. https://doi.org/10.1108/03090561111119958

Sokolova, K.; Kefi, H. (2020), Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Service, v. 53. https://doi.org/10.1016/j.jretconser.2019.01.011

Statista (2019). Annual beauty-related content views on YouTube from 2009 to 2018 (in billions). https://www.statista.com/statistics/294655/youtube-monthly-beauty-content-views/

ZAP. (2018). Zap Beauty Index. https://zapclinic.com/zapbeautyindex

Zheng, X.; Men, J.; Xiang, L.; Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites. International Journal of Information Management, v. 51. https://doi.org/10.1016/j.ijinfomgt.2019.102043

Cómo citar
Purnamaningsih, P., & Rizkalla, N. (2020). El papel de la interacción parasocial en la intención de los consumidores de comprar productos de belleza. Revista CEA, 6(12), 13-27. https://doi.org/10.22430/24223182.1617

Descargas

La descarga de datos todavía no está disponible.
Publicado
2020-06-11
Sección
Artículos de investigación