Self-Influencer congruence, parasocial relationships, credibility, and purchase intentions: a sequential mediation model
Abstract
This study aims to examine the impact of self-influencer congruence on purchase intentions via the sequential mediation of parasocial relationships and credibility. A research model is developed and tested using survey data from 172 social media users, and it was tested using structural equation modeling (PLS-SEM). The findings indicate that parasocial relationships mediate the relationship between self-influencer congruence. Furthermore, it is discovered that credibility mediates the relationship between parasocial relationships and purchase intentions. Finally, parasocial relationships and credibility sequentially mediate the relationship between self-influencer congruence and purchase intentions. While previous studies have explored the impact of self-influencer congruence on purchase intentions, this study is the first to investigate the underlying mechanism by which self-influencer congruence influences purchase intentions through the sequential mediation of parasocial relationships and credibility.
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Koay et al. (2024) validate a sequential mediation model in which self-influencer congruence predicts parasocial relationships, which then predict credibility and purchase intentions.
“Koay et al. (2024) validate a sequential mediation model in which self-influencer congruence predicts parasocial relationships, which then predict credibility and purchase intentions.”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Koay et al., 2024
Cites
Mass Communication and Para-Social Interaction
Horton, D., & Richard Wohl, R. (1956) · Psychiatry · doi:10.1080/00332747.1956.11023049 · Cited by 4,380 · see citing works
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020) · Information & Management · doi:10.1016/j.im.2019.05.003 · Cited by 1,788 · see citing works
Labrecque, L. I. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.003 · Cited by 971 · see citing works
Yuan, S., & Lou, C. (2020) · Journal of Interactive Advertising · doi:10.1080/15252019.2020.1769514 · Cited by 543 · see citing works
Social media influencer marketing: the moderating role of materialism
Koay, K. Y., Cheung, M. L., Soh, P. C.-H., & Teoh, C. W. (2022) · European Business Review · doi:10.1108/ebr-02-2021-0032 · Cited by 139 · cited 1× · see citing works
“In short, social media influencers are primarily characterized by their capacity to produce valuable content, their vast network of followers, and their excellent reputations in their respective fields (Cheung, Leung, Aw, et al., 2022; De Veirman et al., 2017; Koay et al., 2022).”
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Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- Koay, K. Y., Cheah, C. W., & Yap, J. Y.
- Affiliations
- Sunway University (MY)
- Shenzhen MSU-BIT University (CN)
- Corresponding author
- Koay, Kian Yeik
- Venue
- Journal of Relationship Marketing
- Publisher
- Informa UK Limited
- Published
- 2023-06-15
- Volume
- 23
- Issue
- 1
- Pages
- 1-20
- ISSN
- 1533-2667 (ISSN-L)
- 1533-2675
- OpenAlex
- W4380877753
- Cited by
- 43
- References
- 5
- Citations by year
- 2026: 18 · 2025: 10 · 2024: 14 · 2023: 1
- FWCI
- 14.76
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Relationship Marketing (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- parasocial relationships, credibility, purchase intention, influencer marketing, social media influencers, serial mediation, consumer behavior
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