Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions

  title={Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions},
  author={K. O. Sokolova and Hajer Kefi},
  journal={Journal of Retailing and Consumer Services},
Abstract Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social… 
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