Investigating the impact of authenticity of social media influencers on followers' purchase behavior: mediating analysis of parasocial interaction on Instagram

Agnihotri, Durgesh; Chaturvedi, Pallavi; Kulshreshtha, Kushagra; Tripathi, Vikas

doi:10.1108/apjml-07-2022-0598

Public

Investigating the impact of authenticity of social media influencers on followers' purchase behavior: mediating analysis of parasocial interaction on Instagram

Published in Asia Pacific Journal of Marketing and Logistics • Feb 24, 2023

Authors:

Durgesh Agnihotri

Pallavi Chaturvedi

Kushagra Kulshreshtha

Abstract

Purpose The current study has drawn attention to investigating the impact of social media influencers’ (SMIs) authenticity on followers buying behavior by using followers who have an ongoing relationship with an influencer and are knowledgeable about the influencer. The study further intends to reve...

Subject

Influencer marketing

Psychology

Social media

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