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

• 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
• Institution: Universiti Teknologi Petronas

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.