Author:
Penttinen Valeria,Ciuchita Robert,Čaić Martina
Abstract
Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C reviews in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily on textual reviews. This article emphasizes the importance of C2C video reviews in influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity and self-disclosure are suggested as online communication techniques reviewers can use to foster parasocial interaction with their viewers in a single encounter. Parasocial interaction is further established as a psychological mechanism that underlines the impacts of interactivity and self-disclosure on source credibility, leading to improved consumer purchase intentions. The authors also propose that strong parasocial interaction with reviewers exerts a particularly powerful influence on the purchase decisions of consumers who experience low levels of decision confidence, while arguing for the importance of C2C video reviews in guiding the decisions of various consumer groups. Research recommendations reveal how managers can encourage consumers to create and share video reviews on different platforms and offer guidance on the ways companies can foster parasocial interaction through firm-related marketing communications.
Subject
Marketing,Business and International Management
Cited by
25 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献