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Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity

100%

Dávila-Ruiz D. , Vazquez E. E.

nr 2

112-127

Social media have gained traction in advertising campaigns for luxury and fashion clothes using influencers, who shape trends of photography. To remain competitive, however, influencers depend on how they convey authenticity, which largely relies on the key visual elements of the photographs they post in social media. The purpose of this study is to explore the visual elements of photography used by social media influencers and to compare the main photography trends in digital media. Specifically, it aims to shed light on how new photography trends such as urban background style and fashion models with large body sizes produce effects on consumers. To accomplish this objective, an online experimental setting was prepared to compare the effect of an urban versus a solid background and a fashion model with a large versus a thin body size on perceived authenticity and purchase intent. The research finds that urban background and large body size of model significantly increase digital engagement. These results are in line with the research hypotheses that allude to the perception of authenticity as the key construct behind the effects on digital engagement. The inquiry also evaluates the interaction effect of the urban background and large body size of the model on perceived authenticity. In doing so, the present research examines the mediation role of perceived authenticity on the intention to buy. The results contribute to update theory about the influencers’ role on digital engagement and photography trends in social media. It also shows that perceived authenticity exerts a mediating role between visual elements on purchase intentions.

Parasocial Interaction Does Not Function as a Relationship Mediator between the Influencer’s Online Content and the Adolescent’s Prosocial Moral Reasoning and Behaviour

86%

Brestovanský M. , Sekerešová D.

tom 13

nr 1

130-145

Parasocial interaction (PSI) is a term describing an audience’s false belief of a social experience with a media persona. Among adolescents, influencers are the most respected media personas. Through social networking sites (SNS), they act as models representing specific value preferences and behaviours. The aim of the study was to reveal the relationship between the content published by the most preferred influencers among adolescents (N – 81; 56% female; Mage – 14.12) and their prosocial behaviour and prosocial moral reasoning, with the adolescent’s PSI to an individual influencer being considered as a mediator. The content of the influencers’ contributions on YouTube and Instagram was analysed. The coding record took the form of the frequency of occurrence of individual phenomena, identifying two higher order categories (prosocial and anti-prosocial content). Parasocial interaction was measured by two PSI Scales, adapted for the environment of the SNS. Prosocial behaviour was measured by the PROS-8 scale, and prosocial moral reasoning by the PROM instrument. Results showed that the influencers significantly differed in terms of the prosocial content, with the differences linked to the influencer’s gender and the type of SNS. Examining adolescents, the more hours they spend on SNS per day, the stronger their parasocial interaction with the influencer and the less prosocial content they prefer. The more they prefer influencers with prosocial content, the more they show developmentally higher types of prosocial moral reasoning. However, the mediation analysis through hierarchical regression analysis showed that PSI as mediator did not cause a significant change in the model of the relationship between the influencers’ content and the adolescents’ behaviour and reasoning. The possible interpretations and suggestions for further research are discussed. Although there are similarities between parasocial relations and ordinary social relations, the research also revealed some important distinctions. Some of them are crucial only in the case of character development. Findings suggest that some motivational factors of prosocial behaviour are more strongly linked to PSI than others. Such discernment can be effectively used in the practice of character education.