SNS users' para-social relationships with celebrities: social media effects on purchase intentions

Abstract

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.