Consumer Response to Social Media Influencers: Effects of Social Media Attachment, Parasocial Interaction, and Susceptibility

Abstract

This paper reports on two studies that assessed the roles of social media attachment (SMA) and parasocial interaction with social media influencers (SMIs) in driving consumer response to SMIs. Study 1, using a student sample, explores the sequential mediational role of PSI with social media influencers and susceptibility to SMI influence in the social media attachment-SMI compliance intentions relationship; while Study 2, using a non-student sample, looks at the same sequential mediation, while taking into account the moderating role of SMI skepticism in the link between social media attachment and PSI with SMIs. Results from both studies showed that social media attachment affects SMI compliance intentions through its effects on parasocial interaction and susceptibility to SMI influence. In both studies, PSI and susceptibility to SMI influence had direct effects on SMI compliance intentions, and social media attachment indirectly affected SMI compliance intentions through its effects on parasocial interaction with SMIs.