THE ROLE OF PARASOCIAL INTERACTION IN INFLUENCER MARKETING AND CONSUMER PURCHASE INTENTIONS WITHIN THE TPB FRAMEWORK
DOI:
https://doi.org/10.35631/AIJBES.828008Keywords:
Attractiveness, Behavioral Intentions, Emotional Connection, Interaction Frequency, Media Figure Credibility, Parasocial InteractionAbstract
This study aims to examine the mediating role of parasocial interaction (PSI) in the relationship between media figure characteristics and consumer behavioral intentions within the framework of the Theory of Planned Behavior (TPB). With the growing influence of social media personalities and brand ambassadors, the research investigates how variables such as media figure credibility, attractiveness, interaction frequency, and emotional connection foster strong parasocial bonds with consumers. These bonds are hypothesized to influence key TPB components—attitudes toward purchasing or endorsing a product, subjective norms related to brand perception, and perceived behavioral control—ultimately affecting consumers’ purchase intentions and behaviors. The proposed model emphasizes the mediating role of PSI in translating media-driven relationships into consumer decision-making processes. Data will be collected from social media users through a structured survey and analysed using structural equation modeling (SEM). This integration aims to enhance understanding of how influencer marketing and parasocial bonds can effectively shape consumer behavior and brand loyalty. The findings provide valuable insights for business managers and marketers, suggesting that cultivating meaningful parasocial connections with influencers can strengthen brand engagement and drive purchasing actions. Overall, this study contributes to the literature on media psychology and consumer behavior by integrating parasocial interaction into the TPB framework as a mechanism explaining how influencer relationships shape purchase intention.
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