The interplay of parasocial interaction, source credibility and homophily for influencer marketing success in the Middle East

Malak Al-Ahmad, Christian Rudeloff and Johann Bronstein
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Malak Al-Ahmad: Hochschule Macromedia, Germany
Christian Rudeloff: Hochschule Macromedia, Germany
Johann Bronstein: Hochschule Macromedia, Germany

Journal of Cultural Marketing Strategy, 2024, vol. 9, issue 1, 34-44

Abstract: While there are many studies on social media influencers, research that considers cultural contexts is rare. This paper aims to fill this research gap by analysing the success factors of influencer marketing in the unique environment of women in the Middle Eastern beauty market. Data were collected via an online survey (n = 892). Partial least square structural equation modelling (PLS-PM) was conducted to test hypotheses. The findings reveal significant positive relationships between parasocial interaction and purchase intention, indicating that Middle Eastern women who engage in parasocial interaction with influencers demonstrate a higher intention to purchase. The results also support direct positive effects of perceived source credibility and homophily on purchase intention. Furthermore, source credibility moderates the relationship between parasocial interaction and purchase intention. This paper presents theoretical and practical implications which have been derived from the study.

Keywords: parasocial interaction; source credibility; homophily; Middle East; beauty industry; influencer marketing (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2024:v:9:i:1:p:34-44

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