Unrequited love? A mixed-methods study of parasocial engagement with social media influencers

Abstract

Companies increasingly use social media influencers to engage with consumers and to promote their products. However, despite growing research interest in these parasocial relationships, the nature of parasocial engagement has not yet been comprehensively conceptualized. This study integrated previous studies within a parasocial engagement framework with three dimensions: cognitive processing, affection, and behavior. It used a mixed-methods approach: a meta-analysis of 117 studies with a total of 47,647 respondents and an exploratory qualitative study of 25 interviews. Current accounts of parasocial engagement were extended by identifying influencer characteristics (i.e., expertise, trustworthiness, social attractiveness, physical attractiveness, and congruence) as key elements of the construct. The study findings confirmed that the dimensions of parasocial engagement are collectively related to brand associations and purchase intentions, and that the impact of parasocial engagement on purchase intention is dependent on the product characteristics (i.e., involvement and purchase frequency) and the content type (i.e., picture vs. video). Theoretical and managerial implications of these findings are discussed, and an agenda for future research is proposed.