Abstract
The Effect of Parasocial Interaction with Social Media Phenomena on Online Consumer Behavior
Social media causes new developments every day due to its features. Finally, it has been the subject of a new research area with the establishment of similar relations with the social media phenomena of monetary interaction with fictional characters in traditional media channels. Social media phenomena, which are used extensively in marketing and communication activities by brands and companies, increase their influence on their followers due to the monetary interactions with their followers. With this research, it was aimed to investigate the effect of monetary interaction of consumers with social media phenomena on online buying behavior. For this purpose, explanatory factor analysis, independent sample t test, one way variance analysis (ANOVA) and multiple regression analysis were used to analyze the data obtained from 234 social media users following social media celebrities. As a result of the research, while there was a significant effect on the advantage dimension of online shopping behaviors, monetary interaction had no significant effect on the dimension of disadvantage. In addition, it is concluded that the online shopping attitude differs according to income and profession groups.
Keywords
Parasocial Interaction, Social Media Phenomenon, Online Shopping, Consumer Behavior
