#4617. Social media user-influencer congruity: An analysis of social media platforms parasocial relationships

August 2026publication date
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Journal’s subject area:
Marketing;
Business and International Management;
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Abstract:
This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement COBRA (consumers online brand related activities). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.
Keywords:
Beauty Industry; Celebrity Endorsements; Customer Engagement; Influencer Marketing; Para Social Interaction Theory; Self-Congruity Theory; Social Media Influencer

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