Brand-User Imagery Fit: Connecting Parasocial Bond to Purchase Intent

Abstract

Purpose – The purpose of this paper is to assess the influence of the parasocial interaction with social media influencers on the purchase intention. It is further hypothesized that the influence of parasocial interaction on purchase intention is impacted by the mediating effect of brand-user imagery fit. Empirical study has been carried out. Responses have been collected by circulating an online form. The responses are then analyzed. The purpose of this study is also to initiate further research in this area in the Indian context.
Design/Methodology/Approach – A quantitative study has been carried out using purposive sampling. The focus of this study was to collect opinions of extensive internet users, who are consistently exposed to social media and social media influencers in particular. Due to this, it was necessary to use purposive sampling instead of random sampling. Purposive sampling is frequently used in this type of researches as characteristics of a particular set of respondents specifically match the study purpose. (Etikan et al., 2016)
Findings – Parasocial interaction is driven by attractiveness, entertainment value and reliability of a social media influencer. Parasocial interaction has significant effect on brand-user imagery fit or how well a consumer thinks that the brand fits his self-image as a user of that brand. Brand-user imagery fit has a significant effect on purchase intention of the brand that is promoted by the influencer. Hence it is concluded based on the analysis of the responses that the relationship between parasocial interaction and the purchase intention is fully mediated by brand-user imagery fit.
Research Limitations – The study is cross-sectional study and does not take longitudinal approach and hence long-term influence is not considered. The study does not focus on specific social media platform but considers presence of the respondent on multiple social media platforms.
Practical Implications – This paper is expected to lay a foundation for several further studies in this area in the Indian context. This paper concludes full mediation effect of ‘Brand-User Imagery Fit’ to strengthen the relationship between ‘Parasocial Interaction’ and ‘Purchase Intention’.
Originality/Value – The paper is original and based on the collection of primary data from the respondents specifically collected for this study.