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. 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.
Highlights
The evolution of the internet, as well as IT and the transformation of the Web Wide Web, changed the method in which customers choose to link, communicate and interact with each other
Social media has been explained as a collection of IT, which enable communications and interacting (Kapoor et al, 2017)
Given the increasing importance of social media influencers (SMIs) in the beauty sector, this study focuses on congruity relationships in the beauty industry, with the beauty influencers on YouTube and Instagram
Summary
The evolution of the internet, as well as IT and the transformation of the Web Wide Web, changed the method in which customers choose to link, communicate and interact with each other. Social networking sites (SNSs), defined as media consisting of several actors who build ties and form relationships among each other, have provided convenient platforms for users to access and communicate information effortlessly (Goldenberg et al, 2009, Wallace, Buil & Chernatony, 2017). Social media has been explained as a collection of IT, which enable communications and interacting (Kapoor et al, 2017). The evolving nature, as well as the up-and-coming reach of SNS, has increased the social media adoption rate. This has led to an increasing number of users and a range of platform
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