Abstract
In analyzing the effect of product/service recommendation advertising by social media influencers, the difference in the effect considering name recognition has not been sufficiently examined. This study examines the differences in the effects on product/service recommendation intention between professional and unidentified endorsers based on the trustworthiness and expertise of the information provider and the degree of parasocial relationship (PSR) for consumers who viewed advertisements by influencers on YouTube (YouTuber) and made a purchase. As a result, the recommendation intention for professional YouTuber was positively influenced by expertise and trustworthiness, whereas for recommenders of unknown type, it was positively influenced by PSR. The findings will provide service companies with formulating advertising strategies that consider the name recognition of the endorsers when conducting endorsement advertising using social media influencers.
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This work has been supported by the National Research Foundation of Korea (NRF-2019K2A9A2A08000175) and the Society for Serviceology.
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Masuda, H., Han, S.H., Lee, J. (2021). Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. In: Leitner, C., Ganz, W., Satterfield, D., Bassano, C. (eds) Advances in the Human Side of Service Engineering. AHFE 2021. Lecture Notes in Networks and Systems, vol 266. Springer, Cham. https://doi.org/10.1007/978-3-030-80840-2_35
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