IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v25y2024i4p1026-1046.html
   My bibliography  Save this article

Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis

Author

Listed:
  • Yadvinder Parmar
  • Bikram Jit Singh Mann

Abstract

This article aims to empirically examine the mediating impact of consumer’s parasocial interaction on the relationship between celebrity images on the consumer’s purchase intentions. It aims to empirically investigate the moderating role of celebrity liking in the formation of consumer’s parasocial interaction. Four different versions of self-administered questionnaire using different celebrities as a stimulus were developed. Data were collected from 484 respondents. Quota cum judgemental sampling method was used for the study. The findings show that parasocial interaction mediates the relationship between celebrity images and purchase intentions. It also reveals positive moderating effect of celebrity liking. It has significant implications for marketers and academicians.

Suggested Citation

  • Yadvinder Parmar & Bikram Jit Singh Mann, 2024. "Consumer–Celebrity Parasocial Interaction: A Conditional Process Analysis," Global Business Review, International Management Institute, vol. 25(4), pages 1026-1046, August.
    • Handle: RePEc:sae:globus:v:25:y:2024:i:4:p:1026-1046
    DOI: 10.1177/09721509211010358
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09721509211010358
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09721509211010358?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:25:y:2024:i:4:p:1026-1046. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.