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モリカワ ミユキ
森川 美幸 所属 メディア学部 メディア学科 職種 准教授 |
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| 言語種別 | 英語 |
| 発行・発表の年月 | 2022/07 |
| 形態種別 | 国際会議論文 |
| 査読 | 査読あり |
| 標題 | 国際学会カンファレンスプロシーディング
How Parasocial Relationships between Homosexual YouTubers and Their Followers Affect Influencer Marketing |
| 執筆形態 | 単著 |
| 掲載誌名 | Academy of Marketing Conference 2022 proceedings |
| 掲載区分 | 国外 |
| 出版社・発行元 | Academy of Marketing |
| 著者・共著者 | Miyuki Morikawa |
| 概要 | ■ Theme
Understanding how parasocial relationships between homosexual YouTubers and their followers affect Influencer Marketing. ■ Research focus: The impact of sponsored video marketing by homosexual YouTube influencers on their followers. ■ Methods Analysed 6,256 viewer comments posted on 72 sponsored videos on the YouTube channels of 13 homosexual content creators using an open coding method. ■ Findings Viewer comments on sponsored videos by homosexual influencers were categorized into the five types: Empathy, Admiration, Encouragement, Sharing and Disillusion. ■ Discussion To reduce the risk of influencer marketing, brands may need to collaborate with the entire community, not just with influencers. |