Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between influencers and audiences on social media, and how such parasocial relationships, in turn, affect audiences’ continuance intention. Interpersonal attraction contains three dimensions: task attraction, social attraction, and physical attraction. The results indicated that the three dimensions of interpersonal attraction significantly affected PSRs. The results also showed that informational influence and perceived credibility strengthened the relationship between PSRs and purchase intentions. Moreover, online comments positively moderated the effect of PSRs on informational influence and perceived credibility. The implications and suggestions for future research are also discussed.

Product endorsement has become a common marketing method. Many companies hire a famous person to act as the spokesman for the product and brand. They want to use the celebrity’s fame and attractiveness to promote their products and brands. However, is every celebrity suitable to be the spokesman for a product? In addition, in the era of advanced technology, whether the comments on the Internet and the credibility of the spokesman affect consumers’ purchase intention through herd behavior. And whether the credibility of the spokesman and the degree of source fit (the degree of fit between the spokesman and the product and brand) affect consumers’ purchase intention through brand attitude and heard behavior. To our best knowledge, no studies in the research literature have explored the relationships between spokesman credibility, source fit, herd behavior, brand attitude, online word-of-mouth, and purchase intention, where herd behavior and brand attitude are mediating variables. The research questionnaire was designed and distributed using an online questionnaire format, and the distribution period was from 6 April 2022, to 12 April 2022. In this study, a total of 203 valid questionnaires were obtained. According to the results, both online word-of-mouth and spokesman credibility had a significantly positive impact on consumers’ herd behavior, which will significantly increase consumers’ purchase intention. The credibility of the spokesman also had a significantly positive impact on consumers’ brand attitudes and, therefore, will significantly increase consumers’ purchase intention. Theoretical and managerial implications are provided.

The primary objective of this study is to examine the influence of information technology (IT) on organizational coordination costs using the theoretical lens of transaction cost economics. In doing so, the study addresses the following research questions: Does IT matter? How and why does IT matter to firms? How does coordination cost mediate the relationship between IT spending and firm productivity, and how does it influence IT spending and firm size when considering the information product industries (IPI) and the physical product industries (PPI)? To address these research questions, we use IT spending, coordination costs, firm size, and firm productivity with firm-level data, using Information Week and the Compustat data set in the United States, from 2011 to 2013. A SmartPLS path analysis was used to test the research hypotheses. The results show that use of the firm’s IT spending decreases coordination costs. Likewise, the results show that IT spending also decreases firm size. On the other hand, the results also show that IT spending does not significantly improve a firm’s productivity. Furthermore, the results indicate strong evidence that coordination costs act as a mediator between IT spending and firm size in IPI firms. Coordination costs also mediate the relationship between IT spending and firm productivity in IPI firms. Overall, this study sheds light on the importance of the impact of IT on reducing coordination costs as well as on firm size and firm productivity. This must be especially considered in regard to interorganizational coordination.

As the video content online becomes more and more diverse and rich, YouTube has become the most commonly used video platform by the public. When choosing a product brand, viewers give priority to products recommended by their favorite YouTubers. To our best knowledge, no studies in the research literature have explored the relationships between the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, YouTubers’ attractiveness, and viewers’ pseudo-social interaction with YouTubers and how these affect viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ perceptions and purchase intentions of YouTuber-recommended brands and products. Viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ pseudo-social interactions with YouTubers are mediating variables. A total of 435 valid questionnaires were collected. The results show that the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, and YouTubers’ attractiveness have a significantly positive impact on viewers’ pseudo-social interaction, and viewers’ pseudo-social interaction will also have a significantly positive impact on viewers’ brand attitude and stickiness to YouTubers. Moreover, viewers’ brand attitude has a significantly positive impact on viewers’ purchase intention. The results also show that the degree of self-disclosure, similarity, and attractiveness indirectly affect brand attitudes through pseudo-social interaction as an intermediary, and the pseudo-social interaction has an indirect effect on purchase intention through brand attitudes. Finally, based on the findings, this paper focuses on the YouTube market and proposes strategies that YouTubers can improve to increase viewers’ stickiness, brand attitudes, and purchase intentions for brands and products recommended by YouTubers.

This paper examines the evolving role of artificial intelligence (AI)‐driven virtual influencers (VIs) in enhancing consumer engagement within the digital marketing landscape. Using qualitative case studies of notable VIs such as Lil Miquela and Ayayi, this research highlights critical factors influencing their effectiveness, including advanced technology, cultural significance, and shifts in consumer expectations. Findings indicate that VIs create authentic connections with younger demographics, particularly Millennials and Generation Z, by offering tailored content and reinforcing emotional ties. The study emphasizes the significance of authenticity and transparency for building consumer trust, alongside addressing ethical concerns such as representation and manipulation in marketing practices. It explores how VIs operate as cultural influencers, reshaping consumer identities within the digital realm. This research underscores the need for brands to adopt responsible practices that prioritize ethical engagement and inclusivity, enabling them to navigate the complexities of VI marketing while fostering meaningful consumer relationships.