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Digital Trust and Mediated Persuasion: The Influence of Parasocial Relationships and Influencer Credibility on Social Media
Abstract
Social media has transformed consumer-brand interactions, positioning influencers as key persuasive agents. Through continuous content creation, they build emotional bonds and establish trust. The parasocial relationship (PSR) and perceived credibility are crucial for shaping purchase intentions, yet their interaction remains underexplored. This quantitative, cross-sectional study involved 184 active social media users who follow at least one influencer with 10,000+ followers. Data were collected through an online survey using validated scales for physical attractiveness, social attractiveness, expertise, PSR, and trust. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS, results showed that social attractiveness and expertise significantly predicted PSR, while physical attractiveness had a moderate effect. Additionally, PSR strongly predicted consumer trust. These findings highlight the importance of combining interpersonal attributes and expertise to strengthen emotional connections and enhance trust, guiding influencer selection in marketing strategies
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