Corporate Account As a New Endorser Developing Parasocial Relationships with Customers

Abstract

This study examines corporate accounts in social media as new endorsers. A corporate account is a virtual spokesperson for advertising and promotions; they behave sometimes as if they are independent from corporate and garner support from their followers. While studies have revealed parasocial relationship constructions regarding celebrities on social media, few have examined corporate accounts. This study analyzes the data of Japanese Twitter users who are familiar with corporate accounts and finds that building parasocial relationships with corporate accounts positively impacts consumers’ online brand-related activities (COBRAs) and enhances brand affection. The effects mediated by brand affection and moderated by congruency between corporate account and corporate brand image are varied. Companies can use their accounts as endorsers and must strategically adjust their images to match their corporate brands when operating corporate accounts.