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Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships

Author

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  • Bo-Chiuan Su

    (Department of Information Management, National Dong Hwa University, Hualien 974301, Taiwan)

  • Li-Wei Wu

    (Department of International Business, Tunghai University, Taichung City 407224, Taiwan)

  • Yevvon-Yi-Chi Chang

    (Department of Hospitality Management, Tunghai University, Taichung City 407224, Taiwan)

  • Ruo-Hao Hong

    (Global Master of Business Administration Program, Tunghai University, Taichung City 407224, Taiwan)

Abstract

Audiences’ purchase intentions are vital to the success of influencers on social media. This research examined how interpersonal attraction enhances parasocial relationships (PSRs) between influencers and audiences on social media, and how such parasocial relationships, in turn, affect audiences’ continuance intention. Interpersonal attraction contains three dimensions: task attraction, social attraction, and physical attraction. The results indicated that the three dimensions of interpersonal attraction significantly affected PSRs. The results also showed that informational influence and perceived credibility strengthened the relationship between PSRs and purchase intentions. Moreover, online comments positively moderated the effect of PSRs on informational influence and perceived credibility. The implications and suggestions for future research are also discussed.

Suggested Citation

  • Bo-Chiuan Su & Li-Wei Wu & Yevvon-Yi-Chi Chang & Ruo-Hao Hong, 2021. "Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships," Sustainability, MDPI, vol. 13(19), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10919-:d:647843
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    References listed on IDEAS

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    2. Sesar, Vesna & Martinčević, Ivana & Hunjet, Anica, 2022. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 248-263, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
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    4. Cole Vaughn & Kathleen Sherman-Morris & Philip Poe, 2023. "Factors influencing retweeting of local news media tweets during Hurricane Irma," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 119(1), pages 583-611, October.

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