Antecedents to Para Social Relationship and its Moderating Effect on Purchase Intention and eWOM
DOI:
https://doi.org/10.51153/mf.v19i1.645Keywords:
Parasocial knowledge, persuasion knowledge, purchase intentions, eWOM intentions, Self-esteem, loneliness, and introversion.Abstract
Our study extended the UGT Theory and proposed seven direct and two moderating hypotheses. The study focused on the upper-middle-class segment of Karachi. It examined the effects of self-esteem, loneliness, and introversion on parasocial relationships. The impact of persuasion knowledge on purchase intention and negative eWOM communication and the effect of the parasocial relationship on purchase intention and negative eWOM communication. The study also examined the moderating role of parasocial relationships on purchase intention and negative eWOM communication. The study found that self-esteem, loneliness, and introversion positively affect parasocial relationships. Persuasion knowledge insignificantly affects purchase intention and negative eWOM communication. Parasocial relationships positively affect purchase intention and negative eWOM intentions. Contrarily, the study proposed that these relationships are negatively associated. The study also documents that parasocial relationships insignificantly moderate (i) persuasion knowledge and purchase intention and (ii) persuasion knowledge and negative eWOM communication. These findings suggest that social media influencers can significantly improve consumers' attitudes towards a brand by enhancing parasocial relationships. This, in turn, enhances purchases and reduces negative eWOM intentions. We suggest that when collaborating with digital celebrities, marketers must ensure that the firm’s image aligns with the celebrities' image. We also recommend marketers develop long-term associations with celebrities rather than short-term relationships. We also found that individuals with low self-esteem, loneliness, and introversion are more comfortable interacting on social media. Thus, we propose that social media influencers target individuals with these characteristics.References
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