Self-Influencer Congruence, Parasocial Relationships, Credibility, and Purchase Intentions: A Sequential Mediation Model

• Published in: Journal of relationship marketing (Binghamton, N.Y.) Vol. 23; no. 1; pp. 1 - 20
• Main Authors: Koay, Kian Yeik, Cheah, Chee Wei, Yap, Jia Ying
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 02.01.2024; Taylor & Francis LLC
• Subjects: credibility; parasocial relationships; purchase intentions; Self-influencer congruence
• ISSN: 1533-2667; 1533-2675
• DOI: 10.1080/15332667.2023.2216373

This study aims to examine the impact of self-influencer congruence on purchase intentions via the sequential mediation of parasocial relationships and credibility. A research model is developed and tested using survey data from 172 social media users, and it was tested using structural equation modeling (PLS-SEM). The findings indicate that parasocial relationships mediate the relationship between self-influencer congruence. Furthermore, it is discovered that credibility mediates the relationship between parasocial relationships and purchase intentions. Finally, parasocial relationships and credibility sequentially mediate the relationship between self-influencer congruence and purchase intentions. While previous studies have explored the impact of self-influencer congruence on purchase intentions, this study is the first to investigate the underlying mechanism by which self-influencer congruence influences purchase intentions through the sequential mediation of parasocial relationships and credibility.