Silver Influencers on the Rise: How Source Influences and Parasocial Interaction Affect Consumer Purchase Intention
- 10.2991/978-2-494069-31-2_89How to use a DOI?
- silver influencers; purchase intention; parasocial interaction; commercial realization
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.
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Cite this article
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 -