Heterophily or Homophily of Social Media Influencers: The Role of Dual Parasocial Relationships in Impulsive Buying

• Published in: International journal of electronic commerce Vol. 27; no. 4; pp. 558 - 589
• Main Authors: Hu, Qian, Pan, Zhao, Lu, Yaobin, Wang, Bin
• Format: Journal Article
• Language: English
• Published: Abingdon Taylor & Francis Ltd 02.10.2023
• Subjects: Buying; Consumer behavior; Digital media; Electronic commerce; Impulse buying; Influencer marketing; Social networks

The proliferation of social media platforms has empowered social media influencers to trigger impulsive buying behavior among consumers. The effectiveness of social media influencers relies on their ability to establish parasocial relationships with their followers. By leveraging both heterophily an...