Hanna Reinikainen

Hanna Reinikainen

Hanna Reinikainen is the first author of a 2020 experiment in the Journal of Marketing Management on parasocial relationships, perceived credibility and audience comments in influencer marketing. Her co-authors were Juha Munnukka, Devdeep Maity and Vilma Luoma-aho.

Who they are

Reinikainen is first author of the 2020 paper. This page rests on that one paper. Her wider career, affiliation and other publications have not been checked against a source here, and no claim is made about them.

Key papers

Key ideas

The experiment

Participants watched a YouTube vlog in which an influencer endorsed a brand, under two conditions of audience comments. A stronger parasocial relationship with the influencer went with higher perceived credibility, and comments from other viewers changed how strongly that happened.

From credibility to brand

Higher perceived credibility in turn went with greater trust in the brand and greater intention to buy. The authors conclude that the findings clarify how an active audience matters in influencer marketing.

Sources

  1. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). 'You really are a great big sister: Parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing.' Journal of Marketing Management, 36(3-4), 279-298. doi:10.1080/0267257X.2019.1708781