PURPOSE: This study investigates the effects of social influencer characteristics (i.e., opinion leadership and parasocial interaction) on forming follower brand trust and identification DESIGN/METHODOLOGY/APPROACH: This study included 286 Korean consumers (144 males and 142 females) with social media experience. We tested the hypotheses using structural equation modelling, multiple regression, bootstrapping and multigroup model analysis within the fast moving consumer goods (FMCG) sector, with a particular focus on an orange juice brand. FINDINGS/RESULTS: Opinion leadership and parasocial interaction (i.e., the one-sided, quasi-social relationship between individuals and social influencers through media consumption) were positively related to follower brand trust and brand identification, and brand trust had a positive relationship with brand identification. The mediating effect of brand trust in the positive relationships between social influencer characteristics and brand identification was significant. We also found that opinion leadership was positively related to brand identification in the male group, while parasocial interaction had a positive relationship to brand identification in the female group. PRACTICAL IMPLICATIONS: Organisations need to be aware that opinion leadership and parasocial interaction are vital for understanding the effectiveness of social influencer marketing. In addition, they need to take a close look at social influencer characteristics as they affect brand performance by target group. ORIGINALITY/VALUE: Our results suggest that brand trust is essential in explaining how social influencer characteristics relate to brand identification. This study is the first to analyse gender-based variations in brand identification formed by opinion leadership and parasocial interaction highlighting the roles of social influencer characteristics in marketing.

Parkinson’s disease (PD) is a neurodegenerative disorder characterized by the death of dopamine-generating cells in the substantia nigra (SN). Acupuncture stimulation results in an enhanced survival of dopaminergic neurons in the SN in Parkinsonism animal models. The present study investigated changes in gene expression profiles measured using whole transcript array in the SN region related to the inhibitory effects of acupuncture in a chronic 1-methyl-4-phenyl-1,2,3,6-tetrahydropyridine (MPTP) Parkinsonism model. In this model, acupuncture stimulation at GB34 and LR3 attenuated the decrease in tyrosine hydroxylase in the SN region; stimulation at non-acupoints did not suppress this decrease. Gene array analysis revealed that 22 (10 annotated genes: Cdh1, Itih2, Mpzl2, Rdh9, Serping1, Slc6a13, Slc6a20a, Slc6a4, Tph2, and Ucma) probes that were up-regulated in MPTP animals relative to controls were exclusively down-regulated by acupuncture stimulation. In addition, 17 (two annotated genes: 4921530L21Rik and Gm13931) probes that were down-regulated in MPTP animals compared to controls were exclusively up-regulated by acupuncture stimulation. These findings indicate that the 39 probes (12 annotated genes) affected by MPTP and acupuncture may be responsible for the inhibitory effects of acupuncture on degeneration-related gene expression in the SN following damage induced by MPTP intoxication.