University of Twente Student Theses
Behind the screens : the interplay of influencer types and controlling entities on perceived trust, consumer attitudes, and parasocial relationships.
Witte, M. (2024) Behind the screens : the interplay of influencer types and controlling entities on perceived trust, consumer attitudes, and parasocial relationships.
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| Abstract: | This study delves into the impact of influencer types (social media influencers (SMI) and virtual influencers (VI)) and controlling entities (human, computer, or unknown) on trust, consumer attitude, and parasocial relationships. Additionally, this study investigates if source credibility mediates the effect of the controlling entity on the dependent variables. To answer this, the study consists of a 2 x 3 between-subjects design among 279 participants, using six manipulated Instagram posts, portraying an influencer in a vacation setting. Findings indicated that the SMI had a more positive effect on all dependent variables and the mediator source credibility than the VI. The controlling entity only affected perceived trust and source credibility. It could not be asserted that knowing the entity is more positive, nor can be stated that a human-controlled entity is perceived more positively than a computer-controlled entity. Also, no interaction effect between the controlling entity and influencer type was found. In general, there was no mediation found for the controlling entity; however, source credibility mediated the effect of the computer-controlled entity on perceived trust. The study reveals dynamics in influencer marketing and contributes to the existing literature on influencer types and controlling entities, providing practical guidelines for marketers and brands. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/98134 |
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