Role of parasocial interaction and planned behaviour theory in consumption restriction intentions

Ahmet Durmaz, Mehmet Yuksel, Nilsah Cavdar Aksoy and Ebru Tumer Kabadayi

International Journal of Internet Marketing and Advertising, 2024, vol. 20, issue 1, 83-107

Abstract: Parasocial interaction (PSI) which defines relationships between influencers and consumers, is also a determiner of successful marketing initiatives. In essence, it contradicts environmental and societal concerns of communities regarding inordinate buying behaviours of consumers. This conundrum represents a rarely studied research area and constitutes the main motivation of the present paper that seeks to reveal how PSI and theory of planned behaviour (TPB) impact consumption restriction intentions. Drawing from social cognitive theory, this study identifies the PSI and TPB as exogenous and endogenous factors, and investigates their impact on consumption restriction intentions of consumers. Results aver that TBP is a rudimentary element for consumption restriction intention. Contrary to expectations, PSI demonstrated insignificant effect on intention. But it is also found that isolated PSI negatively impacts consumption restriction intentions on low media/celebrity influence condition. This study paves a new path for PSI-behavioural intention studies by exclusively focusing on pro-environmental intentions.

Keywords: parasocial interaction; PSI; social cognitive theory; theory of planned behaviour; TPB; consumption restriction; social media. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=136821 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:20:y:2024:i:1:p:83-107

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().