2023

Munnukka, Juha; Reinikainen, Hanna Maria

This chapter discusses the utility of examining parasocial experiences (PSEs) in marketing, communication, and advertising research, specifically in the context of brand and product endorsements. The role of PSEs in various theories of persuasion in consumer research is applied to two domains: traditional celebrity endorsements on legacy media and social media and endorsements made by social media influencers, such as YouTubers and Instagram celebrities. Further, the chapter explicates the differences between these two types of media figures in the context of brand and product endorsements and discusses the unique importance of PSEs in driving their effects. Finally, a review of research and theoretical models highlights the importance of PSEs in the underlying effects of endorsers.