IDEAS home Printed from
   My bibliography  Save this article

Investigating Chinese audience-consumer responses towards TV character-based fashion related social media content


  • Delia Vazquez
  • Jenny Cheung
  • Xiangran Wu


This study investigates brands placed within the context of a TV series, as TV series have long been identified as a source of peer group discussion (Noguti and Russell, 2008). TV audience consumer engagement is particularly compelling when TV series feature emotionally empathic characters. This study aims to analyse the effect of social media fashion brand communications with Chinese TV series audiences' online purchase behaviour. An online survey (n = 150) was conducted to analyse the links connecting parasocial relationships between TV audiences and audiences' purchase intentions. The results indicate that consumers develop parasocial relationships with TV characters that positively affect their purchase intentions. These results are significant, as marketeers seek to find emotional connections with their consumers across an increasingly fragmented media landscape. Emotional brand engagement is the key to future growth, and integration within empathic storylines within TV series can be viewed as an effective marketing tool.

Suggested Citation

  • Delia Vazquez & Jenny Cheung & Xiangran Wu, 2019. "Investigating Chinese audience-consumer responses towards TV character-based fashion related social media content," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 22(1), pages 53-73.
  • Handle: RePEc:ids:ijbglo:v:22:y:2019:i:1:p:53-73

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:22:y:2019:i:1:p:53-73. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Carmel O'Grady) The email address of this maintainer does not seem to be valid anymore. Please ask Carmel O'Grady to update the entry or send us the correct email address. General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.