Influencer marketing has become a popular promotional strategy, because social media platforms have developed so quickly. Influencer marketing influences personal connections between influencers and their followers, which frequently results in parasocial interactions (PSI), which acting as a bridge where follower develop one-sided emotional bonds with media personalities. This study examines how customer purchase intentions modify due to parasocial interactions in influencer-driven social media marketing. This study looks at the factors which have effect on PSI, which in turn also influences consumers' purchase intentions; like influencer credibility, perceived authenticity, and emotional involvement. This can be done by utilizing parasocial interaction theory and persuasive knowledge theory. By analyzing the existing theoretical models and making proper review of earlier empirical studies, it can be suggested that parasocial interactions working as an important psychological process which improves the link between influencer attributes and consumer purchasing intentions. The study also contributes to the body of knowledge on influencer marketing by integrating diverse data and offering a conceptual framework for future empirical research, particularly in emerging countries.
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- Jannat, M., & Ahmed, N. (2025). Social Media Influencers: Parasocial Interaction & Purchase Intention. Jahangirnagar University Journal of Business Research.
https://doi.org/10.53461/jujbr.v25i01.95 JU Journal of Business Research
- Rosli, N. N., & Zulkifli, Z. I. (2025). Parasocial Language in Influencer Marketing: Effects on Emotional Engagement and Purchase Intention. International Journal of Humanities, Philosophy and Languages. https://doi.org/10.35631/IJHPL.831004 GA Excellence
- Tri Sutiono, H., Hayumurti, A. K., Tugiyo, T., & Harjanti, S. (2025). Parasocial Interaction as a Mediator: Influence of Social Media Influencers on Purchase Intentions. Asia Pacific Journal of Management and Education.
https://ejournal.aibpmjournals.com/index.php/APJME/article/view/2937 IJABIM
- Mathea, N., & Laksmidewi, D. (2025). The Influence of Social Media Influencer Endorsement on Purchase Intention with the Mediating Roles of Parasocial Interaction. International Journal of Applied Business and International Management.
https://www.ejournal.aibpmjournals.com/index.php/IJABIM/article/view/2732 IJABIM
- Purnamaningsih, P., Choirisa, S. F., et al. (2025). Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention. Environment-Behaviour Proceedings Journal. https://doi.org/10.21834/e-bpj.v9iSI19.5768 EnviroBehaviour Journal
- Maryanto, S., Royhana, A., Dhamatiyo, R., & Setiowati, R. (2024). Influence of Social Media Influencers on Parasocial Interaction Impacts Value Perception and Purchase Intention Luxury Bags. Ilomata International Journal of Management.
https://www.ilomata.org/index.php/ijjm/article/view/1038 Ilomata
- Influencers on Social Media as References: Understanding the Importance of Parasocial Relationships. https://www.mdpi.com/1295686
- Facilitating Endorsement Efficacy: The Interplay of Parasocial Interaction, Product Placement, and Influencer Type — Empirical evidence of PSI’s effect on attitudes & purchase intention. MDPI. https://www.mdpi.com/0718-1876/19/4/156
- The persuasive power of social media influencers in brand credibility and purchase intention — Nature Communications article discussing PSI’s role in persuasion processes. https://www.nature.com/articles/s41599-023-02512-1
- Rubin, R. B., Perse, E. M., & Powell, R. A. (1985). Loneliness, Parasocial Interaction, and Local/National TV News Viewing. Human Communication Research — often cited for PSI measurement scales.
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser effects. Journal of Advertising — useful for influencer credibility measurement.
