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How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships

Purpose: This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical fou...

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Main Authors: Koay, K.Y., Lim, W.M., Kaur, S., Soh, K., Poon, W.C.
Format: Article
Published: Emerald Publishing 2023
Online Access:http://scholars.utp.edu.my/id/eprint/37403/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85166433589&doi=10.1108%2fMIP-06-2023-0246&partnerID=40&md5=ed0dd30dc9e45df7561d93a67829e004
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spelling oai:scholars.utp.edu.my:374032023-10-04T11:29:26Z http://scholars.utp.edu.my/id/eprint/37403/ How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships Koay, K.Y. Lim, W.M. Kaur, S. Soh, K. Poon, W.C. Purpose: This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory. Design/methodology/approach: This study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM). Findings: Contrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions. Originality/value: This study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape. © 2023, Emerald Publishing Limited. Emerald Publishing 2023 Article NonPeerReviewed Koay, K.Y. and Lim, W.M. and Kaur, S. and Soh, K. and Poon, W.C. (2023) How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships. Marketing Intelligence and Planning, 41 (6). pp. 790-809. ISSN 02634503 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85166433589&doi=10.1108%2fMIP-06-2023-0246&partnerID=40&md5=ed0dd30dc9e45df7561d93a67829e004 10.1108/MIP-06-2023-0246 10.1108/MIP-06-2023-0246 10.1108/MIP-06-2023-0246
institution Universiti Teknologi Petronas
building UTP Resource Centre
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Petronas
content_source UTP Institutional Repository
url_provider http://eprints.utp.edu.my/
description Purpose: This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory. Design/methodology/approach: This study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM). Findings: Contrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions. Originality/value: This study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape. © 2023, Emerald Publishing Limited.
format Article
author Koay, K.Y.
Lim, W.M.
Kaur, S.
Soh, K.
Poon, W.C.
spellingShingle Koay, K.Y.
Lim, W.M.
Kaur, S.
Soh, K.
Poon, W.C.
How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
author_facet Koay, K.Y.
Lim, W.M.
Kaur, S.
Soh, K.
Poon, W.C.
author_sort Koay, K.Y.
title How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
title_short How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
title_full How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
title_fullStr How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
title_full_unstemmed How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
title_sort how and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships
publisher Emerald Publishing
publishDate 2023
url http://scholars.utp.edu.my/id/eprint/37403/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85166433589&doi=10.1108%2fMIP-06-2023-0246&partnerID=40&md5=ed0dd30dc9e45df7561d93a67829e004
_version_ 1779441377714634752
score 13.211869

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