Parasocial relationships are a fascinating phenomenon. Individuals form connections that they believe to be genuine with social media influencers (SMIs) despite the absence of real-life interactions. This intriguing psychological bond has profound implications for the practice of influencer marketing.

Drawing on self-congruency theory, which posits that consumers are drawn to products and brands aligning with their self-concept, this research examines how consumers perceive the unity between themselves, SMIs, and what these influencers endorse.

This study by Sunway University's Dr Koay Kian Yeik and colleagues employs a survey-based methodology. The study collects data from social media users who follow SMIs on platforms like Instagram. Rigorous statistical tests ensure the reliability and validity of the data.

While parasocial relationships may not directly translate to purchase intentions, the study posits that the unity between consumers, influencers, and products significantly influences consumer behaviour. One pivotal aspect of this study is the role of influencers' intimate self-disclosure. The study delves into how SMIs sharing personal information can cultivate a sense of intimacy and authenticity, ultimately influencing consumer behaviour.

From a business strategy perspective, this underscores the importance of selecting SMIs who actively disclose personal aspects of their lives. It also emphasises the need for businesses to consider the alignment between the influencer, consumer, and endorsed product when implementing influencer marketing strategies.

Considering the above, the findings suggest that companies focus on micro or macro influencers who specialise in specific fields to maximise alignment. This underscores the importance of unity between consumers, influencers, and products in influencing purchase intentions.

This research provides a nuanced understanding of the impact of influencer marketing on consumer behaviour. It highlights the intricate interplay between parasocial relationships, self-congruency theory, and influencers' intimate self-disclosure. By uncovering the role of unity in shaping consumer decisions, this study offers valuable insights for businesses seeking to leverage influencer marketing effectively in the digital age.

Dr Koay Kian Yeik
Sunway Business School
Email: @email
 

This article has been adapted from Kian Yeik Koay, Weng Marc Lim, Simran Kaur, Kimberly Soh & Wai Ching Poon (2023), How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships, DOI: 10.1108/MIP-06-2023-0246