The Study of Para-Social Interaction With E-Word-of-Mouth for Influencer Marketing by Complex Computing

The purpose of this study was focused on exploring the relationship among fans’ preferences, para-social interaction, and word-of-mouth. A survey consisted 21 items based literature review developed by study. An online distributed to users YouTube in Taiwan. total 606 valid samples collected survey. instrument passed reliability validity test. Further, data process applied PLS (partial least squares) regression analysis methodology. result shows that ‘attractive’ impacted ‘para-social interaction’, ‘e-word-of-mouth’, ‘preferences positively. In addition, interaction plays an important role as a mediator between influencer’s attractiveness, w-word-of-mouth, preferences fans. Some suggestions were provided for social media influence’ related studies reference.