Search results

This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty.

The participants were identified through a purposive sampling approach, and they were composed of consumers who purchased Korean-celebrity-endorsed products and services of a telecommunications company. The hypothesized relationships were gauged using a predictive approach as a research design via partial least squares (PLS) path modeling.

The findings show that all hypothesized relationships are supported. In particular, social media interaction was found to have a substantial, positive and significant effect on self-disclosure. Moreover, self-disclosure has a considerably significant and direct effect on parasocial relationships and was found to indirectly affect the link between social media interactions and parasocial relationships. The results further reveal that social media interactions and parasocial relationships predict source trustworthiness, leading to brand credibility and loyalty.

To the best of the authors’ knowledge, the present undertaking is the only study that examined how parasocial relationships on social media are built when foreign celebrities, in this case, the well-known Korean popular group BTS, endorse telecommunications products and services.

La presente investigación explora cómo las relaciones parasociales con celebridades coreanas en las redes sociales generan credibilidad de marca y lealtad.

Los participantes se identificaron mediante un muestreo intencional y estaban compuestos por consumidores que compraban productos y servicios de una empresa de telecomunicaciones avalados por famosos coreanos. Las relaciones hipotetizadas se midieron utilizando un enfoque predictivo como diseño de investigación mediante un modelo de mínimos cuadrados parciales (PLS).

Los resultados muestran que todas las relaciones hipotetizadas se confirman. En particular, la interacción con los medios sociales tiene un efecto sustancial, positivo y significativo en la autodivulgación. Además, la autodivulgación tiene un efecto considerablemente significativo y directo en las relaciones parasociales y se descubrió que afecta indirectamente al vínculo entre las interacciones en los medios sociales y las relaciones parasociales. Los resultados revelan además que las interacciones en los medios sociales y las relaciones parasociales predicen la fiabilidad de la fuente, lo que conduce a la credibilidad de la marca y a la lealtad.

El presente trabajo es el único estudio que examina cómo se construyen las relaciones parasociales en los medios sociales cuando celebridades extranjeras, en este caso, el conocido grupo popular coreano BTS, promocionan productos y servicios de telecomunicaciones.

本研究探讨了在社交媒体上与韩国名人的寄生关系如何建立品牌可信度和忠诚度。

通过目的性抽样确定参与者, 包括购买韩国名人代言的电信公司产品和服务的消费者。研究设计使用偏最小二乘法（PLS）模型对假设关系进行预测测量。

研究结果表明, 所有假设关系都得到了证实。特别是, 社交媒体互动对自我披露具有实质性的、积极的和显著的影响。此外, 自我披露对寄生关系也有明显的直接影响, 并被发现间接影响社交媒体互动与寄生关系之间的联系。研究结果进一步揭示了社会化媒体互动和寄生关系能够预测来源的可信度, 从而提高品牌可信度和忠诚度。

研究结果表明, 所有假设的关系都得到了证实。特别是, 社交媒体互动对自我披露具有实质性的、积极的和显著的影响。此外, 自我披露对寄生关系也有明显的直接影响, 并被发现间接影响社交媒体互动和寄生关系之间的联系。研究结果进一步揭示了社会化媒体互动和寄生关系能够预测来源的可信度, 从而提高品牌可信度和忠诚度。

本文是唯一一篇研究外国名人在社交媒体上推广电信产品和服务时如何建立寄生社会关系的研究。

The objective of this study focuses on the characterization of the Latin American entrepreneurial profile from a psychological perspective. In order to do this, a journey through time was carried out in the study of the entrepreneurial subject, from the great classics to the contemporary era, the era of knowledge, innovation, technology, and revolution. In the Latin American context, the role of the entrepreneur is limited due to vulnerable institutions, corruption, populism, and socioeconomic inequity. However, the new information and communication technologies constitute an ideal route for growth in the region. The fundamental element is the psychological profile of the entrepreneur, which is made up of a set of personal characteristics, among which innovation, achievement motivation, self-efficacy, moderate propensity for risk, creativity, perseverance, proactivity, flexibility, locus of control stand out, internal, adaptability, responsibility, ability to recognize opportunities, autonomy, commitment, handling problems and managerial skills. Finally, case studies from countries such as Mexico, Peru, and Chile are presented. It is a documentary study which reflects that Latin American entrepreneurs share the same psychological attributes as those who live in developed countries. However, obstacles arising from the lack of environment and public policies are imposed on entrepreneurial activity. The culture of a country and the formative role of education can become limiting or enhancing factors; therefore, it is necessary to bet on beliefs and convictions attached to innovation, which strengthen the psychological attributes of the entrepreneurial spirit.

The purpose of this paper is to explore the effects of USA Executive Order 13224, one of the most important US counter‐terrorist finance measures, on corporations operating in countries with designated terrorist organizations.

The effects of Executive Order 13224 are focused on the case of Chiquita Brands International, a major US banana‐exporting corporation that operated in Uraba, Colombia until 2004. The US Government prosecuted Chiquita for “engaging in transactions” with an illicit, Colombian paramilitary group considered by the US a Foreign Terrorist Organization and as a specially‐designated global terrorist. This paper presents the duress defense that Chiquita could have raised at trial under US federal law.

Executive Order 13224 was drafted hastily and under pressure leading to over‐inclusive language and over‐broad implementation. Chiquita's case suggests that Executive Order 13224, drafted with the intention of reducing terrorist funding, has made it possible for an extortion victim to be prosecuted for payments it has not chosen to make. This paper will suggest narrowly tailoring the language of Executive Order 13224 or providing an exculpatory provision.

Counter‐terrorist finance measure Executive Order 13224 has not been sufficiently examined by scholars. Research on this topic should go hand in hand with enquiry into possible defenses for corporations operating in countries with designated terrorist organizations and having to make extortion payments.

Suggestions are put forward for corporations operating in countries with designated terrorist organizations as well as for drafters of counter‐finance terrorist measures.

Although the designation of terrorist organizations under the executive order has been discussed, few scholars have addressed cases of over‐broad application of the executive order. The unexamined case of Chiquita is a unique case in that the extortion victim, and not the extortion perpetrator, is prosecuted. Also, Chiquita was prosecuted for an activity (making extortion payments to the Autodefensas Unidas Campesinas that became a crime after Chiquita began its engagement with such an activity. Furthermore, examining this case thoroughly is important because it has repercussions on at least two public policy levels: the US' War on terrorism and the rights and remedies of corporations investing in countries with designated terrorist organizations.

In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer purchase behavior (PB).

Information was gathered from 498 users in Ghana through judgmental sampling using SmartPLS 4.

The findings revealed that influencers’ credibility has a substantial impact on their followers’ parasocial interactions. As a promotional tool, Instagram plays a significant role in how followers perceive the credibility of influencers by modifying the associations between parasocial connections, e-WOM and consumer PB.

The findings offer valuable information for marketing professionals looking to improve their advertising efforts by collaborating with influencers, along with unique perspectives on influencer dynamics in a diverse socioeconomic context, extending beyond conventional boundaries.

Through an examination of the complex mechanisms underlying social media influencer advertisements on an e-commerce platform, namely, Instagram, this research uncovered the essence of customer behavior in the digital era, including the human need for connection, authenticity and trust, thus contributing to the literature empirical data from Africa, a region often overlooked in academic studies.

在当今全球化且竞争激烈的电子商务市场中, 社交媒体影响者对消费者行为有着重要的影响。本研究旨在探讨网络口碑、Instagram使用以及社交媒体影响者的可信度如何塑造消费者购买行为的动态变化。

使用SmartPLS 4, 通过判断抽样收集了来自加纳的 498 位用户信息。

研究表明, 影响者的可信度对其粉丝的准社会互动有着显著影响。作为一种推广工具, Instagram通过影响准社会联系、网络口碑和消费者购买行为之间的关系, 在粉丝感知影响者可信度方面发挥着重要作用。

本研究通过深入剖析社交媒体影响者在Instagram等电子商务平台上进行广告活动的复杂机制, 揭示了数字时代消费者行为的本质, 其中包括人们对联系、真实性和信任的需求。此外, 研究还提供了经常被学术界忽视的非洲地区的实证数据。

研究结果为希望通过与影响者合作来提升广告效果的营销专业人士提供了宝贵的信息。本文超越传统界限, 从不同的社会经济背景下提供了影响者动态的独特视角。

En un mercado tan global y competitivo como el del comercio electrónico actual, los influencers en redes sociales ejercen una influencia sustancial en el comportamiento del consumidor. Este estudio examina cómo el boca a boca electrónico, el uso de Instagram y la credibilidad de los influencers en redes sociales dan forma a la dinámica del comportamiento de compra del consumidor.

Se recogió información de 498 usuarios en Ghana mediante muestreo de conveniencia y se testó el modelo utilizando SmartPLS 4.

Los resultados revelaron que la credibilidad de los influencers tiene un impacto sustancial en las interacciones parasociales con sus seguidores. Como herramienta promocional, Instagram juega un papel significativo en la percepción de los seguidores sobre la credibilidad de los influencers, modificando las asociaciones entre las conexiones parasociales, el boca a boca electrónico y, finalmente, el comportamiento de compra del consumidor.

A través del estudio de los complejos mecanismos que subjacen en los anuncios y publicaciones de los influencers en Instagram, esta investigación desveló la esencia del comportamiento del cliente en la era digital, incluyendo la necesidad de conexión humana la conexión, la autenticidad y la confianza, contribuyendo así a la literatura con datos empíricos de África, una región a menudo pasada por alto en estudios académicos.

Los resultados ofrecen información valiosa para los profesionales del marketing que buscan mejorar sus esfuerzos publicitarios colaborando con influencers, junto con perspectivas únicas sobre la dinámica de éstos en un contexto socioeconómico diverso, más allá de los límites convencionales.