It Must Be Excellent If an Instagram Star Endorses It, Right? Inquiring About the Parasocial Interactions and Online Purchase Intention

Abstract

In an era dominated by social media, the power of Instagram influencers on consumer purchase intentions is undeniable and profound. This study explores the complex dynamics between parasocial interactions, influencer credibility, product–influencer congruence, attitude, and consumer purchase intentions in the context of Instagram beauty influencers. Employing a quantitative research approach, an online survey was conducted among 326 female Instagram users who follow beauty influencers. The findings underscore the pivotal role of influencer credibility and product–influencer congruence in shaping consumers’ attitudes and purchase intentions. Furthermore, results reveal that parasocial interactions cultivate feelings of trust and positivity toward influencers, thereby enhancing consumers’ purchasing intentions. A novel contribution of this research lies in the identification of influencer credibility and product–influencer congruence as significant mediators in the relationship between parasocial interactions and purchase intentions. Although the research focuses primarily on beauty influencers on Instagram, the insights gleaned offer critical practical implications for broader influencer marketing strategies, emphasizing the need for influencer authenticity, alignment with endorsed products, and strong parasocial interactions. While limited to Instagram beauty influencers and reliant on self-reported measures, the study suggests a need for further exploration into variables like trust and perceived value.