Social Media Influencers as Catalysts

A Study on Parasocial Relationships and their Impact on Shaping Online Buying Intentions and Behaviours

Abstract

Abstract Views: 6

In the context of Pakistan, where social media is increasingly integrated into daily life, social media influencers emerge as catalysts for consumer behavior. They are trying their best to build trust among their followers or viewers to strengthen the psychological ties, influencing their buying decisions for technology-oriented (smartphone & IT-based) products. Therefore, the present study aims at analyzing the impact caused by the parasocial relationship of consumers with their influencers on online buying intentions and behaviors. The population of the study was the students of three public sector universities from Lahore, Karachi, and Islamabad, ages ranged from 18-45 years. Keeping in view the specific criteria, a purposive sampling technique was utilized to select participants from a population. A total of 174 individuals have participated in a survey and filled out a questionnaire. The findings suggest that parasocial relationships have played a significant role in influencing consumer’s online buying intentions and behaviors. Furthermore, parasocial ties have been crucial in moving participants toward buying products endorsed or promoted by the influencers they followed. Overall, this study sheds light on the transformative role of social media influencers in the Pakistani market, highlighting the importance that parasocial connections have in influencing online consumer engagement and purchase decisions regarding smartphones and IT based products in general.