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Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

Amy Wong and Joicey Wei

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: In today's internet ecosystem, social media influencers serve a central purpose in the creation of a compelling online presence that engages their followers. This study examines the impact of social attractiveness, physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity on influencer defense and purchase intention in the context of beauty influencers. A total of 689 respondents were recruited using Sina Weibo, one of the largest social media platforms in China. The results demonstrate that physical attractiveness, attitude homophily, actual self-congruity, and parasocial interactivity are crucial in affecting influencer defense. However, only attitude homophily, actual self-congruity, and parasocial interactivity emerged as significant predictors of purchase intention. The findings afford insights that can further understanding of the influencer-follower relationship in the social media environment.

Keywords: Attractiveness; Attitude homophily; Actual self-congruity; Parasocial interactivity; Influencer defense; Purchase intention (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002540

DOI: 10.1016/j.jretconser.2023.103507

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