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Research presented in this article assesses cognitive processing and behavioral outcome differences that occur when the public interacts with political candidates' webpages as opposed to viewing their Facebook pages. Further, an exploration into perceptions individuals have of these candidates and the potential for developing parasocial relationships is pursued. Findings suggest that perceptions of intimacy are directly related to perceptions of candidates' credibility and potential political action; these findings have clear implications on future political marketing strategies.

Purpose
The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.


Design/methodology/approach
A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.


Findings
The authors found that vloggers' physical and social attractiveness and the audience's viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience's evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.


Practical implications
The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.


Originality/value
This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers' watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers' characteristics to viewers' characteristics and from the Western to the Eastern context.

Purpose: Drawing on the example of car manufacturer Tesla and its early investor Elon Musk, the purpose of this paper is to explore the connection between the personal communication activities of influential entrepreneurs on social media, the emergence of parasocial interactions (PSIs) and the related communication outcomes for the company. Design/methodology/approach: This paper conducted an online survey, recruiting 207 participants via purposive sampling. Partial least square path modeling and an independent t-test were conducted to test hypotheses. Findings: The results of this paper show that following entrepreneurs' personal social media activities amplifies PSIs, which in turn positively impact the company's communication outcomes. Organization-public relationships and purchase intentions are improved by PSI. Originality/value: To the best of the authors' knowledge, this is one of the first studies that connects the personal and the organizational level in exploring entrepreneurial marketing. The results show that Elon Musk acts as an influential entrepreneur to effectively promote communication outcomes for Tesla. This paper illuminates the potential of entrepreneurs' personal social media activities to support the success of their ventures.

This paper follows through a previous work ("Celebrification in Philippine Politics") in 2010 that investigates the role of celebrity endorsers' parasocial interaction and relationships (PSIR) in voting preferences towards the endorsed candidates of the 2007 Philippine senate elections. As a sequel, this current work confirms the paradigmatic relational approach on how celebrities affect voters' political behaviors in the context of the succeeding 2010 Philippine presidential elections. Furthermore, this study offers improvement of the parasocial scale by adopting recently developed scales and suggesting an additional dimension realized from an in-progress complementing qualitative study of the paper. More importantly, this paper develops and highlights a logit model of celebrity PSIR's effects to the odds of positive voting preferences towards the endorsed political candidates. The paper concludes that, in general, celebrity endorsers' PSIR significantly contributes to voting preferences of the public (i.e., a strong agreement to each PSIR item may lead voters to 1.089 times more likely to vote for the political endorsee of celebrity; with effect size R2 = .21). However, when analyzing individual celebrity—political candidate pairs, the model estimates show that only two of four celebrity exemplars' PSIR coefficients are significant. Implications on political marketing, opinion leadership, and relational paradigm in celebrity endorsements are discussed.

Radicalization amongst youth is a challenge facing the Arab world. Recent reports indicate that over 20,000 Arab fighters traveled to join ISIS in Iraq and Syria and another 5-15 percent of millennials across seven Arab countries consider some violent extremist groups to be on the right path. In response, Arab countries have experimented with entertainment-education (E-E) by using anti-extremism narratives in popular culture to address radicalization at the societal level. This study explores whether those narratives can elicit viewers' parasocial interaction (PSI)—pseudo friendships with or animosity toward mediated personas that can catalyze persuasion—with fictional characters. Using qualitative and quantitative content analyses of more than 8,600 YouTube comments, this study explores Arab viewers' responses to a recent E-E project, al-Siham al-Marika (The Piercing Arrows) drama series, that portrays life under ISIS's control. The findings identify recurrent themes in the pool of comments, such as show debates, religious contestations, political disputes, empathy for victims, and engagement with plotline/characters. More importantly, they reveal at least one out of six comments (n=1477) exhibits PSI with fictional characters, addressing them as part of their social milieu. The study further traces the variations in the nature of PSI in relation to mediated positive role models, negative role models, and transitional characters in the narrative. It concludes with a discussion of E-E's potentials as an anti-extremism messaging strategy and PSI's role as a useful metric in assessing such narratives.

This article analyzes the most influential posts on Facebook related to COVID-19, for the first two years of the pandemic, to explain how parasocial opinion leaders created echo chambers, in the Romanian public sphere, and to discuss the cumulative spillover effects these echo chambers had on society at large. A database of the 233,242 most influential posts in Romanian about COVID-19, from the first two years of the pandemic, is investigated using a mixed methods approach, to 1) verify statistically if issue-related echo chambers existed and 2) to describe, qualitatively, how they functioned. A special focus is devoted to trolling in the form of reactions to posts, such as haha reactions for messages about COVID-related deaths. Using the literature on parasocial interaction, inoculation theory, online disinhibition effect and echo chambers, the article shows how echo chambers supported trolling behavior, for radicalized Facebook users, how they polluted the public discussion and how they made dialog impossible for social groups that ended up identifying each other as the enemy. Based on these research results, the author proposes two policy recommendations for social platforms.