“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 25 February 2022
Issue publication date: 21 March 2023
Abstract
Purpose
Influencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).
Design/methodology/approach
The researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling.
Findings
The researchers revealed a sequential mediation model that IC and PAT mediate the association between PSR and PI. Individuals who perceived IC to be low were more likely to buy an endorsed product when their self-esteem got lower. When their self-esteem is low, individuals tend to purchase the endorsed products if they have stronger PSR with the influencers. However, they are less likely to buy the endorsed products when their self-esteem gets higher.
Originality/value
The study expands the dimensions of IC. The persuasive power of IC and influencer-user relationship was affected by individual differences, namely, self-esteem. Brands should pay attention to customers' personalities, motivations and preferences when designing strategies to market their products via social media.
Keywords
Citation
Bi, N.C. and Zhang, R. (2023), "“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions", Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 157-175. https://doi.org/10.1108/JRIM-08-2021-0214
Publisher
:Emerald Publishing Limited
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