How Social Media Influencers Shape Online Impulsive Buying: The Mediating Role of Parasocial Interaction Como os Influenciadores das Redes Sociais Moldam a Compra Impulsiva Online: O Papel Mediador da Interação Parassocial
Tourism and Management Studies, cilt.21, sa.1, ss.113-125, 2025 (ESCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 21 Sayı: 1
- Basım Tarihi: 2025
- Doi Numarası: 10.18089/tms.20250107
- Dergi Adı: Tourism and Management Studies
- Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Hospitality & Tourism Complete, Hospitality & Tourism Index, Directory of Open Access Journals, DIALNET
- Sayfa Sayıları: ss.113-125
- Anahtar Kelimeler: Digital Marketing, Online Impulsive Buying Behavior, Parasocial Interaction, Social Attraction
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Uşak Üniversitesi Adresli: Evet
Özet
With the increasing influence of social media, social media influencers (SMIs) have become key players in shaping consumer behavior, particularly in driving online impulsive buying behavior (OIBB). This study investigates how SMIs' interpersonal interaction and social attraction impact followers' parasocial interaction (PSI) and examines PSI's mediating role in OIBB. Using a modified Stimulus-Organism-Response (S-O-R) model, data were collected from 589 participants in Turkey through an online survey. The findings indicate that similarity, likeability, and social attraction significantly influence PSI, which, in turn, encourages OIBB. However, expertise does not play a significant role in fostering PSI. Moreover, PSI mediates the relationships between likeability and OIBB, as well as social attraction and OIBB, but does not mediate the effects of similarity or expertise. These insights suggest that SMIs' ability to form personal and social bonds with followers is more influential in triggering impulsive purchases than their perceived expertise. The study provides strategic implications for marketers seeking to enhance engagement and drive sales through influencer-driven digital marketing campaigns.