Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships
Year: 2021
Type: article
Study design: Observational Study
Abstract: Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between influencers and audiences on social media, and how such parasocial relationships, in turn, affect audiences’ continuance intention. Interpersonal attraction contains three dimensions: task attraction, social attraction, and physical attraction. The results indicated that the three dimensions of interpersonal attraction significantly affected PSRs. The results also showed that informational influence and perceived credibility strengthened the relationship between PSRs and purchase intentions. Moreover, online comments positively moderated the effect of PSRs on informational influence and perceived credibility. The implications and suggestions for future research are also discussed.
Source: Sustainability
DOI: 10.3390/su131910919
Institutions: National Dong Hwa University, Tunghai University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,052
OpenAlex ID: W3202747715