YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews

Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily textual reviews. This article emphasizes the importance influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity self-disclosure suggested as communication techniques reviewers can use foster interaction their viewers single encounter. Parasocial is further established psychological mechanism underlines impacts interactivity source credibility, leading improved purchase intentions. The authors also propose strong exerts particularly powerful influence decisions who experience low levels decision confidence, while arguing for guiding various groups. Research recommendations reveal how managers encourage create share different platforms offer guidance ways companies firm-related marketing communications.