Beyond the Screen: The Influence of Media Sources on Egyptian Tweens’ Purchase Intentions with the Intervening Role of Para-Social Relationships
Year: 2025
Type: article
Study design: Observational Study
Abstract: The aim of this study is to measure the impact of source influence on tweens' purchase intentions with the mediating role of para-social relationships.After reviewing the literature, the study hypothesized that: There is a positive significant relationship between source influence and para-social relationships; there is a positive significant relationship between para-social relationships and purchase intentions.In order to test these hypotheses, a quantitative research approach was used.Data was collected using an administrated questionnaire.A convenience sampling technique was used.The sample included both male and female pre-teens (9 -13), social media users, educated, and from Alexandria.Once the questionnaires were filled out and collected back, the data was analyzed using the SPSS 20.0® (Statistical Package for Social Science) program.Correlation and Regression analyses were done in order to test the hypotheses.Results indicate that all sub-variables in source influence [similarity, expertise, attractiveness, and trustworthiness] have positive, and significant relationships with PSR; and PSR has a positive, and significant relationship with Purchase intentions.
Source: OALib
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410377487