Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship

Hisashi Masuda; Spring H. Han; Jungwoo Lee

doi:10.1007/978-3-030-80840-2_35

Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship

Hisashi Masuda, Spring H. Han, Jungwoo Lee

Graduate School of Information

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

In analyzing the effect of product/service recommendation advertising by social media influencers, the difference in the effect considering name recognition has not been sufficiently examined. This study examines the differences in the effects on product/service recommendation intention between professional and unidentified endorsers based on the trustworthiness and expertise of the information provider and the degree of parasocial relationship (PSR) for consumers who viewed advertisements by influencers on YouTube (YouTuber) and made a purchase. As a result, the recommendation intention for professional YouTuber was positively influenced by expertise and trustworthiness, whereas for recommenders of unknown type, it was positively influenced by PSR. The findings will provide service companies with formulating advertising strategies that consider the name recognition of the endorsers when conducting endorsement advertising using social media influencers.

Original language	English
Title of host publication	Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021
Editors	Christine Leitner, Walter Ganz, Debra Satterfield, Clara Bassano
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	303-310
Number of pages	8
ISBN (Print)	9783030808396
DOIs	https://doi.org/10.1007/978-3-030-80840-2_35
Publication status	Published - 2021
Event	AHFE Conference on the Human Side of Service Engineering, 2021 - Virtual, Online Duration: 2021 Jul 25 → 2021 Jul 29

Publication series

Name	Lecture Notes in Networks and Systems
Volume	266
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	AHFE Conference on the Human Side of Service Engineering, 2021
City	Virtual, Online
Period	21/7/25 → 21/7/29

Bibliographical note

Funding Information:
Acknowledgments. This work has been supported by the National Research Foundation of Korea (NRF-2019K2A9A2A08000175) and the Society for Serviceology.

Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.

All Science Journal Classification (ASJC) codes

Control and Systems Engineering
Signal Processing
Computer Networks and Communications

Access to Document

10.1007/978-3-030-80840-2_35

Cite this

Masuda, H., Han, S. H., & Lee, J. (2021). Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. In C. Leitner, W. Ganz, D. Satterfield, & C. Bassano (Eds.), Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021 (pp. 303-310). (Lecture Notes in Networks and Systems; Vol. 266). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-030-80840-2_35

Masuda, Hisashi ; Han, Spring H. ; Lee, Jungwoo. / Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021. editor / Christine Leitner ; Walter Ganz ; Debra Satterfield ; Clara Bassano. Springer Science and Business Media Deutschland GmbH, 2021. pp. 303-310 (Lecture Notes in Networks and Systems).

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title = "Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship",

abstract = "In analyzing the effect of product/service recommendation advertising by social media influencers, the difference in the effect considering name recognition has not been sufficiently examined. This study examines the differences in the effects on product/service recommendation intention between professional and unidentified endorsers based on the trustworthiness and expertise of the information provider and the degree of parasocial relationship (PSR) for consumers who viewed advertisements by influencers on YouTube (YouTuber) and made a purchase. As a result, the recommendation intention for professional YouTuber was positively influenced by expertise and trustworthiness, whereas for recommenders of unknown type, it was positively influenced by PSR. The findings will provide service companies with formulating advertising strategies that consider the name recognition of the endorsers when conducting endorsement advertising using social media influencers.",

author = "Hisashi Masuda and Han, {Spring H.} and Jungwoo Lee",

note = "Funding Information: Acknowledgments. This work has been supported by the National Research Foundation of Korea (NRF-2019K2A9A2A08000175) and the Society for Serviceology. Publisher Copyright: {\textcopyright} 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.; AHFE Conference on the Human Side of Service Engineering, 2021 ; Conference date: 25-07-2021 Through 29-07-2021",

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doi = "10.1007/978-3-030-80840-2_35",

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Masuda, H, Han, SH & Lee, J 2021, Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. in C Leitner, W Ganz, D Satterfield & C Bassano (eds), Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021. Lecture Notes in Networks and Systems, vol. 266, Springer Science and Business Media Deutschland GmbH, pp. 303-310, AHFE Conference on the Human Side of Service Engineering, 2021, Virtual, Online, 21/7/25. https://doi.org/10.1007/978-3-030-80840-2_35

Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. / Masuda, Hisashi; Han, Spring H.; Lee, Jungwoo.

Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021. ed. / Christine Leitner; Walter Ganz; Debra Satterfield; Clara Bassano. Springer Science and Business Media Deutschland GmbH, 2021. p. 303-310 (Lecture Notes in Networks and Systems; Vol. 266).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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N1 - Funding Information: Acknowledgments. This work has been supported by the National Research Foundation of Korea (NRF-2019K2A9A2A08000175) and the Society for Serviceology. Publisher Copyright: © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.

PY - 2021

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N2 - In analyzing the effect of product/service recommendation advertising by social media influencers, the difference in the effect considering name recognition has not been sufficiently examined. This study examines the differences in the effects on product/service recommendation intention between professional and unidentified endorsers based on the trustworthiness and expertise of the information provider and the degree of parasocial relationship (PSR) for consumers who viewed advertisements by influencers on YouTube (YouTuber) and made a purchase. As a result, the recommendation intention for professional YouTuber was positively influenced by expertise and trustworthiness, whereas for recommenders of unknown type, it was positively influenced by PSR. The findings will provide service companies with formulating advertising strategies that consider the name recognition of the endorsers when conducting endorsement advertising using social media influencers.

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Masuda H, Han SH, Lee J. Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship. In Leitner C, Ganz W, Satterfield D, Bassano C, editors, Advances in the Human Side of Service Engineering - Proceedings of the AHFE 2021 Virtual Conference on The Human Side of Service Engineering, 2021. Springer Science and Business Media Deutschland GmbH. 2021. p. 303-310. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-030-80840-2_35

Differences in Effect of Endorsement of Professional vs. Non-professional YouTuber Through Credibility and Parasocial Relationship

Abstract

Publication series

Conference

Bibliographical note

All Science Journal Classification (ASJC) codes

Access to Document

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