#5413. Social media user-influencer congruity: An analysis of social media platforms parasocial relationships

August 2026publication date
Proposal available till 14-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Strategy and Management;
Marketing;
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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). 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.
Keywords:
Beauty Industry; Celebrity Endorsements; Customer Engagement; Influencer Marketing; Para Social Interaction Theory; Self-Congruity Theory; Social Media Influencer

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