Social Media Influencers: Examining the Mediating Effect of Parasocial Interaction and the Moderating Effect of Online Comments on Purchase Intention

Social Media Influencers

Abstract

This study aims to explore how influencers’ attributes foster parasocial interactions on social media, which in turn influence consumers’ purchase intentions. Additionally, it examines the mediating role of parasocial interactions and the moderating effect of online comments on purchase intention. Drawing on Horton and Wohl's parasocial interaction theory (1956), this study developed and analyzed a model illustrating the direct and indirect relationships between the three independent factors - influencers' attributes, parasocial interaction, online comments and the dependent factor- consumers' purchase intention in Bangladesh. Additionally, several interpersonal attraction attributes of influencers were selected based on McCroskey and McCain's (1974) recommendations, alongside attitude homophily. Using the purposive sampling method, data were collected from 244 samples of Bangladesh who watched product related contents of various social media influencers. For data collection, a structured questionnaire was developed where the five-point Likert scale was used. Using SmartPLS 4, data were analyzed through applying PLS-SEM. Results discovered that task attractiveness and attitude homophily are two important influencer attributes that generate parasocial interaction in social media. Besides, these two attributes further affect consumers’ purchase intention through the mediating effect of parasocial interaction. The study recommends that marketers prioritize task attractiveness and attitude homophily of influencers. Additionally, it highlights the role of parasocial interaction with social media influencers, which affects consumers' purchase intentions both directly and indirectly.