Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Silver Influencers on the Rise: How Source Influences and Parasocial Interaction Affect Consumer Purchase Intention

Authors
Chuyao Huang1, Fei Qiao2, *
1Customer Business Development Department at Proctor & Gamble, Guangzhou, China
2School of Journalism and Communication, Guangdong University of Foreign Studies, Guangzhou, 510006, China
*Corresponding author. Email: Jennifer.qf@gmail.com
Corresponding Author
Fei Qiao
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_89How to use a DOI?
Keywords
silver influencers; purchase intention; parasocial interaction; commercial realization
Abstract

Using social media to disseminate audio-visual information, silver influencers have gained a big number of youthful audiences. Live streaming with commodities and advertising placement of videos are the primary commercial channel used by silver influencers while the effect of which has not been studied in previous research. The current research explores the relationship between source influences and consumer purchase intention, with parasocial interaction serving as the mediator, using S-O-R model as a starting point. The findings indicate that the information influence, emotional influence, and value influence of silver influencers have a significant positive impact on the parasocial interaction of consumers, resulting in their positive purchase intention of products incorporated in live streaming videos.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_89How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chuyao Huang
AU  - Fei Qiao
PY  - 2022
DA  - 2022/12/29
TI  - Silver Influencers on the Rise: How Source Influences and Parasocial Interaction Affect Consumer Purchase Intention
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 745
EP  - 754
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_89
DO  - 10.2991/978-2-494069-31-2_89
ID  - Huang2022
ER  -