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

Abstract

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.

Citation

Koay, K.Y., Lim, W.M., Kaur, S., 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 & Planning, Vol. 41 No. 6, pp. 790-809. https://doi.org/10.1108/MIP-06-2023-0246