The Role of Parasocial Relationship and Source Credibility in Purchase Intention
The Moderating Role of Self-Discrepancy and Mediating Role of Persuasion Knowledge
Keywords:
Parasocial Relationship, Source Credibility, Purchase Intention, Self-Discrepancy, Persuasion KnowledgeAbstract
The unprecedented interaction of social media has allowed social media influencers to build close relationships with their followers, and such relationships have important marketing implications for social media influencers. The study explores the interplay between source credibility (expertise, trustworthiness, and attractiveness) and parasocial relationships, examining how self-discrepancy moderates this relationship and persuasion knowledge mediates the influence of parasocial relationships on purchase intention. The growing prevalence of celebrity and influencer marketing necessitates a deeper understanding of how these one-sided relationships with media figures affect consumer behaviour. This research addresses a gap in current knowledge by examining the combined effects of source credibility and parasocial relationships, while considering the moderating role of self-discrepancy and the mediating role of persuasion knowledge.
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