Email this article The Influence of Social Media Influencer Endorsement on Purchase Intention With The Mediating Roles of Parasocial Interaction and Possession Envy
Abstract
This study investigates the impact of social media influencer endorsements on purchase intention while examining the mediating roles of parasocial interaction, possession envy, brand credibility, and brand attractiveness. Social media influencer endorsements have become a prominent marketing strategy for influencing consumer buying decisions, yet there is limited research on the intermediary factors involved. The research employs surveys targeting social media users experienced in influencer endorsements who regularly purchase influencer-recommended products or services. The sample includes diverse respondents across age groups and demographics. Structural Equation Modelling - Partial Least Squares (SEM-PLS) with SmartPLS software is utilized for data analysis. Findings reveal that social media influencer endorsements significantly enhance purchase intention. Parasocial interaction is identified as a mediator in the relationship between influencer endorsements and purchase intention. However, possession envy does not serve as a mediator for social media interactions' influence on purchase intention. In essence, perceived interactions with influencers and feelings of possession envy play pivotal roles in explaining the link between influencer endorsements and purchase intention. Additionally, brand attractiveness and brand credibility act as intermediaries in the impact of social media interactions on purchase intention. This study contributes valuable insights into the dynamics of influencer marketing and its effects on consumer behavior.
Keywords: social media influencer endorsements, purchase intention, parasocial interaction, possession envy, brand credibility.
Keywords
Full Text:
PDFReferences
Abdullah, T., Deraman, S. N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., …, & Hasan, H. (2020). Impact of social media influencer on Instagram user purchase intention towards the fashion products: The perspectives of UMK Pengkalan Chepa Campus students. European Journal of Molecular & Clinical Medicine, 1–14.
Afandi, M., Afandi, N. H., Afandi, S. A., & Erdayani, R. (2023). Measuring the difficulties of early adulthood: The development of the quarter life crisis scale. Jurnal Kajian Bimbingan dan Konseling, 8(3), 167–176. https://doi.org/10.17977/um001v8i32023p167-176
Arora, N., Prashar, S., Parsad, C., & Tata, S. V. (2019). Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression. Decision, 46, 179–195. https://doi.org/10.1007/s40622-019-00208-7
Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895–908. https://doi.org/10.1108/JCM-10-2019-3474
Chan, F. (2022). A study of social media influencers and impact on consumer buying behaviour in the United Kingdom. International Journal of Business & Management Studies, 3(7), 79–134.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001
Dencheva, V. (2024, February 6). Influencer marketing market size worldwide from 2016 to 2024. Statista. https://www.statista.com/statistics/1092819/global-influencer-market-size/
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Es-Safi, K., & Sağlam, M. (2021). Examining the effects of social media influencers’ characteristics on brand equity and purchase intention. International Journal of Education & Social Sciences, 2(12), 339–356.
Greenwood, D. N., & Long, C. R. (2011). Attachment, belongingness needs, and relationship status predict imagined intimacy with media figures. Communication Research, 38(2), 278–297. https://doi.org/10.1177/0093650210362687
Hair, J. F., Black, W., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education.
Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: Investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350–367. https://doi.org/10.1080/08961530.2020.1795043
Herbana. (2023). Tentang - Herbana [About - Herbana]. Herbana. https://herbana.id/id/tentang
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hung, K., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of Advertising Research, 51(4), 608–623. https://doi.org/10.2501/JAR-51-4-608-623
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer--celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230–237. https://doi.org/10.1016/j.ausmj.2011.07.005
Jin, S. V, & Ryu, E. (2020). Instagram fashionistas, luxury visual image strategies and vanity. Journal of Product & Brand Management, 29(3), 355–368. https://doi.org/10.1108/JPBM-08-2018-1987
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorses: A social adaptation perspective. The Journal of Consumer Research, 11(4), 954–961). https://doi.org/10.1086/209029
Kareem, S. A., & Venugopal, P. (2023). Social media influencers’ traits and purchase intention: A moderated mediation effect of attitude towards brand credibility and brand familiarity. FIIB Business Review, 23197145231162256. https://doi.org/10.1177/23197145231162257
Kemp, S. (2022, February 15). Digital 2022: Indonesia. Data Reportal. https://datareportal.com/reports/digital-2022-indonesia
Kezer, M., Sevi, B., Cemalcilar, Z., & Baruh, L. (2016). Age differences in privacy attitudes, literacy and privacy management on Facebook. Cyberpsychology, 10(1), 1–20. https://doi.org/10.5817/CP2016-1-2
Ki, C.-W. C., Park, S., & Kim, Y.-K. (2022). Investigating the mechanism through which consumers are “inspired by†social media influencers and “inspired to†adopt influencers’ exemplars as social defaults. Journal of Business Research, 144, 264–277. https://doi.org/10.1016/j.jbusres.2022.01.071
Kwiatek, P., Baltezarevic, R., & Papakonstantinidis, S. (2021). The impact of credibility of influencers recommendations on social media on consumers behavior towards brands. Informatologia, 54(3–4), 181–196. https://doi.org/10.32914/i.54.3-4.5
Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55–78.
Milovic, A. J. (2014). “If you have it, I want it...Now!†The effect of envy and construal level on increased purchase intentions [Doctoral dissertation, The University of Wisconsin – Milwaukee]. UWM Digital Commons. http://dc.uwm.edu/etd/474
Mokodompit, E. A., Fardiansyah, H., & Yuliyani, L. (2023). Social media influencer implementation on consumer purchase interest. Jurnal Ekonomi, 12(1), 1033–1041.
Nur’afifah, O., Farida, N., & Lestari, F. D. (2020). Parasocial interaction on social media: Can it affect parasocial relationship? Jurnal InterAct, 8(2), 66–77.
Nurhayati-Wolff, H. (2024, March 28). Social media in Indonesia - Statistics & facts. Statista. https://www.statista.com/topics/8306/social-media-in-indonesia/
Oflazoğlu, S., & Aydın, Ö. (2016). The role of envy in customer purchasing choice. Journal of Business and Economics, 7(9), 1483–1495.
Perse, E. M., & Rubin, R. B. (1989). Attribution in social and parasocial relationships. Communication Research, 16(1), 59–77. https://doi.org/10.1177/009365089016001003
Purwanto, P. (2021). I envy, therefore, I buy!: The role of celebgram trustworthiness and para-social interactions in consumer purchase intention. Jurnal Manajemen Dan Kewirausahaan, 23(2), 186–196. https://doi.org/10.9744/jmk.23.2.186-196
Rahayu, R., & Sudarmiatin, S. (2022). Effects of influencers on social media on interest in buying East Java Culinary. International Journal of Science, Technology & Management, 3(3), 744–753. https://doi.org/10.46729/ijstm.v3i3.519
Safitri, S. N., & Sultan, S. (2024). Influence Electronic Word of Mouth To Enhancement Register for the 2021 AIESEC UPNVY Join Program. Asia Pacific Journal of Management and Education, 7(1), 93-108. https://doi.org/10.32535/apjme.v7i1.2939
Singh, K., Tan, J. F., Abdullah, S. A. B., Tan, H. M., Tan, Z., Fauziah, N., Sharma, S., & Kee, D. M. H. (2023). Factors influencing consumer behaviour intention to purchase fast food: A study of McDonald’s in Malaysia. Journal of the Community Development in Asia, 6(3), 64–79. https://doi.org/10.32535/jcda.v6i3.2546
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1–16. https://doi.org/10.1016/j.jretconser.2019.01.011
Statcounter. (2024). Social media stats worldwide. Statcounter. https://gs.statcounter.com/social-media-stats
Sternthal, B., & Craig, C. S. (1982). Consumer behavior: An information processing perspective. Prentice Hall.
Su, B. C., Wu, L. W., Chang, Y. Y. C., & Hong, R. H. (2021). Influencers on social media as references: Understanding the importance of parasocial relationships. Sustainability (Switzerland), 13(19), 1–19. https://doi.org/10.3390/su131910919
Sugiarto, S., Putri, A. M. N., Maulidya, A. P., Kholiliyah, U., & Sari, R. W. (2022). Efforts to increase selling power of traditional herbal herbs with marketing mix model. Jurnal Inovasi Pengabdian Masyarakat-Sains, 1(1), 40–47. http://dx.doi.org/10.33474/jimas-sains.v1i1.18206
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social media influencers and their followers: The moderating role of closeness. Journal of Product & Brand Management, 29(6), 767–782. https://doi.org/10.1108/JPBM-03-2019-2292
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104–119. https://doi.org/10.1509/jmkg.70.3.104
Wood, N. T., & Burkhalter, J. N. (2014). Tweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweets. Journal of Marketing Communications, 20(1–2), 129–146. https://doi.org/10.1080/13527266.2013.797784
Yasin, M., & Priyono, J. (2016). Factor analysis of age, salary and dependents on the production of the home shoe industry in Sidoarjo (Case study in Krian District). Journal of Economics and Business, 1, 95–120.
Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 133–147. https://doi.org/10.1080/15252019.2020.1769514
Yuliastuti, I. A. N., Utama, M. S., Marhaeni, A. A. I. N., & Yuliarmi, N. N. (2024). Family welfare of micro, small, and medium entrepreneurs: A literature study review of economics. Journal of The Community Development in Asia, 7(1), 105-120. https://doi.org/10.32535/jcda.v7i1.2576
DOI: https://doi.org/10.32535/ijabim.v9i2.2732
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Nessa Mathea
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
International Journal of Applied Business and International Management (IJABIM)
ISSN 2614-7432 (Print) | ISSN 2621-2862 (Online)
DOI Prefix: 10.32535 by CrossRef
Published by AIBPM Publisher
JL. Kahuripan No. 9, Hotel Sahid Montana, Malang, Indonesia
Email: journal.ijabim@gmail.com
Phone: +62 341 366222
Website: https://aibpmpublisher.com/
Governed by
Association of International Business and Professional Management
Email: admin@aibpm.org
Website: https://www.aibpm.org/
Licensing Information
The International Journal of Applied Business and International Management (IJABIM) is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License .
Follow Us:
