Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships

Nida Tafheem, Hatem El-Gohary and Rana Sobh
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Nida Tafheem: Qatar University, Qatar
Hatem El-Gohary: College of Business and Economics, Qatar University, Qatar
Rana Sobh: Qatar University, Qatar

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2022, vol. 13, issue 1, 1-26

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.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:13:y:2022:i:1:p:1-26

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