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Parasocial relationship effects on customer equity in the social media context

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  • Yuan, Chun Lin
  • Kim, Juran
  • Kim, Sang Jin

Abstract

This study clarifies the concept of customer equity in today's social media landscape. The study shows: (1) motivation to use social network services (SNS) and celebrity source credibility positively affect parasocial relationships; (2) parasocial relationships positively affect attitudes toward using SNS; (3) parasocial relationships positively affect customer equity drivers; and (4) customer equity drivers positively affect customer lifetime value. A survey of 350 social media users recruited from Hong Kong and Macau in China is used to investigate key questions about parasocial relationships, customer equity drivers, and customer lifetime value. The theoretical model for customer equity in the social media context offers implications for marketing practitioners.

Suggested Citation

  • Yuan, Chun Lin & Kim, Juran & Kim, Sang Jin, 2016. "Parasocial relationship effects on customer equity in the social media context," Journal of Business Research, Elsevier, vol. 69(9), pages 3795-3803.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3795-3803
    DOI: 10.1016/j.jbusres.2015.12.071
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    14. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    15. Nicolas Scelles & Boris Helleu & Christophe Durand & Liliane Bonnal & Stephen Morrow, 2017. "Explaining the Number of Social Media Fans for North American and European Professional Sports Clubs with Determinants of Their Financial Value," Post-Print halshs-02110645, HAL.
    16. Vita Briliana, 2020. "Do Millennials Believe in Food Vlogger Reviews? A Study of Food Vlogs as a Source of Information," GATR Journals jmmr252, Global Academy of Training and Research (GATR) Enterprise.
    17. Chunlin Yuan & Shuman Wang & Yue Liu, 2023. "AI service impacts on brand image and customer equity: empirical evidence from China," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 61-76, January.
    18. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    19. Kohsuke Matsuoka, 2020. "Exploring the interface between management accounting and marketing: a literature review of customer accounting," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 31(3), pages 157-208, September.
    20. Yu, Xiaolei & Yuan, Chunlin & Kim, Juran & Wang, Shuman, 2021. "A new form of brand experience in online social networks: An empirical analysis," Journal of Business Research, Elsevier, vol. 130(C), pages 426-435.
    21. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen, 2021. "“Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy," Journal of Business Research, Elsevier, vol. 132(C), pages 146-157.
    22. Joonhyeong Joseph Kim & Insin Kim, 2018. "Moral Imagination, Parasocial Brand Love, and Customer Citizenship Behavior: Travelers’ Relationship with Sponsoring Airline Brands in the United States," Sustainability, MDPI, vol. 10(12), pages 1-18, November.
    23. Yuan, Chun Lin & Moon, Hakil & Kim, Kyung Hoon & Wang, Shuman, 2021. "The influence of parasocial relationship in fashion web on customer equity," Journal of Business Research, Elsevier, vol. 130(C), pages 610-617.
    24. Yu, Shubin & Hu, Yangjuan, 2020. "When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    25. Yue Meng-Lewis & Huiping Xian & Gavin Lewis & Yupei Zhao, 2021. "“Enthusiastic Admiration Is the First Principle of Knowledge and Its Last†: A Qualitative Study of Admiration for the Famous," SAGE Open, , vol. 11(2), pages 21582440211, April.

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