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

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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.
Referentgranskad vetenskaplig tidskriftJournal of Interactive Marketing
Sidor (från-till)109499682211028
StatusPublicerad - 15.08.2022
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift


  • 512 Företagsekonomi
  • Business, Markets and Societal Dynamics
  • Customers and Relations

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Kvantitativt konsumentbeteende och konkurrensekonomi


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