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Journal of Global Scholars of Marketing Science: Bridging Asia and The World
Journal of Global Scholars of Marketing Science: Bridging Asia and The World
To cite this article: Hyojin Kim, Eunju Ko & Juran Kim (2015) SNS users' para-social
relationships with celebrities: social media effects on purchase intentions, Journal of
Global Scholars of Marketing Science: Bridging Asia and the World, 25:3, 279-294, DOI:
10.1080/21639159.2015.1043690
To link to this article: http://dx.doi.org/10.1080/21639159.2015.1043690
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Journal of Global Scholars of Marketing Science, 2015
Vol. 25, No. 3, 279–294, http://dx.doi.org/10.1080/21639159.2015.1043690
In this study, the authors investigate factors that influence para-social relationships
between social network service (SNS) users and celebrities and the effects on users’
purchase intentions. The study shows that SNS use and para-social relationships with
celebrities are positively related. User/celebrity para-social relationships and celebrity
reputation also show positive relationships with purchase intentions. Gender
differences affect relationships between celebrity reputation, para-social relationships
and purchase intentions. The results imply that new media, particularly SNS,
encourages para-social relationships, and that para-social relationships and celebrity
reputations persuade SNS users to make purchase decisions. The study shows that
new media stimulates consumer desires, and the new SNS environment gives
celebrities more power to affect purchase decisions.
Keywords: para-social relationship; celebrity reputation; purchase intention; social
media; social network service
于名人声誉和准社会关系的关系,我们发现了不同的 果,但是性别差异可以做出解释。女
性容易与可靠的名人形成 为强烈准社会关系,男性则会与 社会做出贡献的名人形成强烈的准社
会关系。
1. Introduction
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Wireless Internet and social network services (SNS) are allowing consumers increased
access to celebrities and exposure to celebrity culture (Kim, Sohn, & Choi, 2011), with
the result that celebrities have become trendsetters who influence SNS users (Kim &
Yun, 2007). As a result, fans engage in “celebrity-standard consumption”, meaning they
make purchase decisions based on what they learn about celebrities’ consumption
practices (Kim et al., 2011). Marketers thus have a great interest in analyzing celebrity
power for its potential influences and to find ways to leverage its power.
Consumer/celebrity para-social relationships are essential for understanding SNS user
behavior (Kim, 2005). Two main factors affect consumer/celebrity para-social
relationships (Kim & Rubin, 1997; Rubin & McHugh, 1987; Rubin, Perse, & Powell,
1985): consumers’ desires to connect with celebrities and media portrayals of celebrities.
Consumers’ desires to connect with celebrities may be stronger than program content for
motivating consumers to use SNS (Rubin & Perse, 1987). In turn, those motives may
have the greatest effect on consumer/celebrity para-social relationships (Kim, Lee, &
Koh, 2006). Media portrayals of celebrity attributes may draw consumers to form
empathic connections with particular celebrities (Kim & Ko, 2010a; Ohanian, 1990).
In this study, we recognize that the extraordinary growth of social media has allowed
the fashion industry to create personal interactions with followers and fans who then
form para-social relationships with designers and brands (Kim & Ko, 2010b; Ko, Kim, &
Lee, 2009). Thus, we focus on consumer/celebrity para-social relationships in the SNS
context within the fashion industry.
Previous studies have found inconsistent results regarding gender differences in para-
social relationships, and those differences need clarification. Some have reported that
women form deeper para-social relationships (e.g., Cohen, 2003), while others have
found that men more deeply value their para-social relationships (McCutcheon, Lange, &
Houran, 2002). Perhaps women better associate with popular fashion trends and thus find
it more socially acceptable to admit feeling empathy toward individual celebrities in the
fashion industry (Laken, 2009).
In this study, we examine how consumer/celebrity para-social relationships affect
SNS users’ intentions to purchase celebrity-endorsed products, and include gender
differences among the factors that influence the relationships. By illuminating effects of
para-social relationships on purchase intention in the SNS context, including gender
differences that interact with celebrity reputation, para-social relationships and purchase
intentions, we offer theoretical implications and practical applications for fashion
marketing practitioners.
Journal of Global Scholars of Marketing Science 281
Step, 2000). Recent studies of computer-mediated communication (CMC) and Internet media
have applied the concept of para-social relationships (Patwardhan, 2004). SNS studies have
concentrated on online and offline consumers’ differences in social relationships through
social network analyses (Kim & Yun, 2007; Park, Song, & Ko, 2011). In our study, we
examine para-social relationships in relation to Internet media.
2.2 Para-social relationships and users’ motives for using social network services
Social network services (SNS) provide Web-supported interpersonal networking. They
create individual profiles and content, form relationships among users and allow them to
share information and communicate with other users (Boyd & Ellison, 2007). SNS
popularity is increasing because it inherently supports social relationships and expands
social networks beyond the boundaries of real time and space (Kim & Ko, 2012; Lampe,
Ellison, & Steinfield, 2006).
Media use and consumer/celebrity para-social relationships have been positively
correlated (Rubin et al., 1985), in that people who use media to seek information are also
likely to feel attracted to celebrities. When young users encounter celebrities online, they
interact in ways that are similar to their methods of interaction with family and friends.
Furthermore, their psychological experiences motivate them to use the media, and those
motives further determine how extensively they empathize with celebrities (Kim, 2005;
Ko, Chun, Song, & Kim, 2013). Specifically, consumers who use media for
entertainment, for information and to relieve loneliness are more likely to form
consumer/celebrity para-social relationships (Hwang & Park, 2007).
Motivation is essential for explaining communication and selection processes (Rubin
& Step, 2000). For example, specific desires or needs motivate people to seek
information from media (Parker & Plank, 2000). In a study of use and gratification
(U&G), Choi (1999) showed that social and psychological variables – personal desires or
needs – motivate people to use media. Use of the media then increases their desire for
further use, which only new technology will satisfy (Lee, 2005). U&G theory can be
applied to the study of motivations to choose specific media services. In particular,
information seeking, information provision and ease of use are strong motivations for
using media and for forming para-social relationships (Rubin & Step, 2000).
Zhang and Pentina (2012) examined professional development, emotional release,
information seeking, citizenship behavior and social connection as user motivations for
using Weibo. Alhabash, Park, Kononova, Chiang, and Wise (2012) utilized the U&G
282 H. Kim et al.
friends. Young women tend to enjoy chatting and exchanging information with friends,
and consider such behavior important use of the mobile Internet (Naruse, 2003). We
expect similar gender differences in relation to motives in the social media context:
H1: Motives for using SNS will positively affect users’ consumer/celebrity para-social
relationships.
H1.1: Gender will influence users to have different motives for using SNS, which will
then affect their consumer/celebrity para-social relationships.
Many individuals try to establish constant, routine contact with celebrities through
various media, including SNS, in an effort to satisfy their desires for connection, to
substitute for their lack of socialization, to interact with someone they admire and to
receive psychological consolation or satisfaction (Houlberg, 1984). In normal
interpersonal relationships, people learn about others through direct dialog, observation
or third parties, but consumer/celebrity para-social relationships are based on a
comprehensive review of accumulated information over time (Kim, 2005). Thus, SNS
users form opinions about celebrities’ reputations, and these opinions influence their
desire to form para-social relationships.
Men and women differ in their social interactions. Women tend to be more socially
oriented, while men tend to emphasize independence and the pursuit of respect and social
standing (Gefen & Straub, 1997). For example, women are more likely to describe
feeling lonely because their homemaking roles have kept them from building sufficient
non-family social contacts (Owens & Swensen, 2000). Women also tend to have higher
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positively affect the frequency of purchase (Park & Lennon, 2004). Beyond the desire to
imitate a celebrity by purchasing celebrity-guaranteed products or services, attachments to
celebrities indicate trust based on celebrity endorsements.
3. Methods
Most SNS users are in their 20s and 30s: 61% are 20 – 29 years old and 35.5% are 30 –
39 years old (Korea Information Society Development Institute [KISDI], 2013). Thus for
our survey we targeted users in their 20s and 30s who had accessed or viewed a
celebrity’s account through SNS within the previous six months.
We referred to Famecount.com, a prominent worldwide website that ranks celebrities
based on their number of Facebook fans, Twitter followers and YouTube views. Among
the numerous categories, we selected Korean celebrities from Top Social Network Stars,
Asia, with more than 100,000 friends from the “me2celebrity” category of me2day, a
Korean SNS that has numerous celebrities as users. We presented the 12 celebrities
selected to 40 men and women in their 20s and 30s over one week. To gauge the extent
of each celebrity’s recognition among users of a social network service, we asked
participants whether they had viewed the selected celebrities’ fashion items on SNS. We
then selected the two most popular Korean celebrities, one male actor and one female
member of a K-pop group, as the stimuli.
With the permission of their instructors, we recruited undergraduate and graduate
students from several courses at a large university in South Korea. Participants earned
extra credit for completing the survey, conducted both online and offline. The data
collection yielded 533 surveys for analysis. Respondents were 262 men (49.2%) and 271
women (50.8%); 499 were 18 to 30 years old (93.6%) and 34 were 30 to 40 years old
(6.4%). Confirmatory factor analysis and reliability analyses were used to test the
validity and reliability of the study variables.
3.1 Measurements
The questionnaire consisted of items for measuring celebrity reputations as recognized
by SNS users, motives for using SNS, para-social relationships with celebrities, purchase
Journal of Global Scholars of Marketing Science 285
0.7 to assure reliability, and the result of the confirmatory factor analysis on every model
is suitable.
The result of analyzing the study model using a structural equation model (SEM)
shows the acceptable model fit with x2 ¼ 15.547(df ¼ 6), p ¼ 0.016, CFI ¼ 0.99, GFI ¼
0.993, RSMEA ¼ 0.045, RMR ¼ 0.045.
Table 1 shows the correlation coefficients, CR and AVE (diagonal elements) to check
construct validity and discriminant validity. All CRs are greater than 0.5 except the CR
of Information search, which is slightly smaller than 0.5. All the AVEs are greater than
squared maximum correlations, 0.2704 and 0.3906 respectively, except the AVE of
Information search, which is slightly lower than 0.2704. Table 1 indicates the factors that
have the most frequently acceptable validity.
286
Factor
Factors Measured Items Loadings Cronbach a AVE CR
Motives for using SNS Information search I use SNS accounts to learn something useful. 0.812 0.720 0.247 0.496
I use SNS accounts to obtain information I want with little effort. 0.757
I use SNS accounts to get new ideas. 0.747
Easy-to-use features I use SNS accounts because they are comfortable to use. 0.910 0.837 0.559 0.716
I use SNS accounts because they are easy to use. 0.903
Information provision I use SNS accounts to provide other users knowledge or information. 0.930 0.806 0.544 0.693
I use SNS accounts to help other users who need my advice or 0.844
information.
Celebrity reputation Reliability I think 000 is polite. 0.919 0.828 0.595 0.746
I think 000 is sincere. 0.901
Social contribution I think 000 voluntarily works for charities. 0.890 0.883 0.720 0.837
H. Kim et al.
I think 000 participates in social activities. 0.881
Risk management I think 000 deals with crises honestly. 0.876 0.833 0.659 0.794
I think 000 can overcome crises. 0.848
Para-social relationship I feel close enough to 000 to use his(her) SNS. 0.822 0.854 – –
I feel comfortable about celebrity messages on their SNSs. 0.813
I can rely on information I get from 000. 0.791
I feel 000 is fascinating on his(her) SNS. 0.761
In the past, I pitied 000 when he(she) made a mistake on his(her) SNS. 0.700
I think that 000’s SNS is helpful for my interests (in fashion and so on). 0.678
Purchase intention I am interested in buying clothes that 000 showed through his(her) SNS. 0.941 0.937 – –
I expect to buy clothes similar to 000’s fashions on his(her) SNS. 0.928
I plan to buy clothes similar to fashions that 000 showed through his(her) 0.906
SNS.
I’d like to buy clothes similar to 000’s fashions on his(her) SNS. 0.893
Journal of Global Scholars of Marketing Science 287
Celebrity Reputation
H1
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Reliability
H2
Para-social
Relationship
Social
Contribution
H3
Purchase
Intention
Risk
Management
H4
how user motives for using SNS affect para-social relationships. We then analyzed
intentions to purchase celebrity-endorsed fashion products.
The higher a user’s “information search intention” for using SNS, the more likely the
user will form a strong consumer/celebrity para-social relationship: para-social
relationships and the use of media as a tool are positively correlated (Rubin et al., 1985).
SNS users intending to search for information find celebrities familiar and attractive;
they value their relationships with celebrities as if they were real-life friends. The
motives of media users and the building of para-social relationships are significantly
interrelated (Hwang & Park, 2007): because consumers obtain detailed information from
the media, they build strong consumer/celebrity para-social relationships.
We find that users are more likely to form consumer/celebrity para-social
relationships with celebrities perceived to be reliable and non-risky, but are less likely to
form para-social relationships with celebrities known for social contributions. This effect
is consistent with findings showing that a celebrity’s perceived reliability is essential for
persuading consumers to form consumer/celebrity para-social relationships (Rubin &
Perse, 1987). Consumers perceive that a celebrity is reliable because of media depictions
of the celebrity (Houlberg, 1984), and then form emotional bonds with celebrities they
perceive as being reliable (Erdem & Swait, 2004). A model of interpersonal and
mediated relationship development (Rubin & McHugh, 1987) showed that attraction
impacts the building of para-social relationships; in particular, people form para-social
relationships with objects they perceive as more attractive and desirable (Conway &
Rubin, 1991), or objects perceived to be socially and vocationally attractive (Rubin &
McHugh, 1987).
We find that celebrity reputations positively affect SNS user intentions to purchase
fashion products. That is, consumers want to wear fashions that celebrities wear,
consistent with studies of para-social relationships and purchase intentions in online
retailer contexts (Song et al. (2007) and in television shopping-host contexts (Grant et al.,
1991). Attachment to celebrities does not just inspire celebrity adoration or imitation; it
also drives consumers to purchase celebrity-promoted products or services.
Our results indicate that para-social relationships directly influence purchase
intentions, a result similar to that of Choi and Park (2011), who compared two groups:
one group had strong and one had weak consumer/celebrity para-social relationships, and
the group with strong relationships had stronger purchase intentions. Park and Lennon
(2004) also found that para-social relationships positively influence purchases of
celebrity-endorsed products.
290 H. Kim et al.
Gender differences might explain the mixed results we find on the relationship between
celebrity reputations and para-social relationships. Celebrity reliability positively affected
para-social relationships among women; social contribution positively affected para-social
relationships among men. For women, celebrity reliability has more influence on celebrity
reputations, with consequent power to inspire positive para-social relationships.
Celebrity reliability showed significantly different effects on purchase intention
between men and women. Celebrity reliability, as an important factor of celebrity
reputation, had positive effects on purchase intention for men only. Social contribution
positively affected purchase intention among women, but negatively affected purchase
intentions among men.
Our study, the first research on SNS celebrity marketing in the fashion industry,
contributes to building a theoretical foundation of the effects of consumer/celebrity para-
social relationships. We found that social media-use motives and celebrity motives are
important antecedents of consumer activities on SNS. The antecedent variables of social
media-use motives and celebrity reputation positively influence consumer/celebrity para-
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