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The Effects of Consumer-Influencer Parasocial Interactions on Purchase Intentions
Abstract
This study explores the impact of digital influencers' recommendations on consumer purchase intentions. It posits that influencer credibility and the quality of the relationship with followers influence the preference for brands/products they recommend, examining potential synergies between these forces. It includes a study with 389 Brazilian consumers using descriptive analysis, exploratory-confirmatory analysis, and structural equation modeling via the JAMOVI package. Results confirm the positive influence of three influencer attributes on parasocial interaction, with expertise directly affecting consumers' purchase intentions. The study also confirms the mediating effect of social interaction, which influences purchase intention both directly and indirectly. The findings contribute to academic knowledge by identifying a synergistic effect between influencer attributes and parasocial interaction, offering insights for influencer marketing decisions.
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