YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews

Research output: Contribution to journalArticleScientificpeer-review

17 Citations (Scopus)


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 selfdisclosure 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.
Original languageEnglish
Peer-reviewed scientific journalJournal of Interactive Marketing
Issue number4
Pages (from-to)561-582
Number of pages22
Publication statusPublished - 15.08.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • C2C reviews
  • video reviews
  • parasocial interaction
  • interactivity
  • self-disclosure
  • Business, Markets and Societal Dynamics
  • Customers and Relations

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Quantitative consumer behaviour and competition economics


Dive into the research topics of 'YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews'. Together they form a unique fingerprint.

Cite this