ARCHIVES
VOL. 13, ISSUE 1 (2026)
Influencer marketing, parasociality, and consumer behavior based on secondary data
Authors
Priyanka Hajare, Soumya Pathak, Nitin Gaykwad
Abstract
In the era of social media, influencer marketing
has become a central tactic for brands seeking authentic engagement. Followers
often form parasocial relationships—one-sided emotional bonds—with influencers,
and these relationships are an important mechanism through which influencer
attributes (credibility, authenticity, attractiveness) affect consumer
attitudes and behavior. This paper synthesizes secondary data from academic
studies, industry reports, and platform analytics to (a) map how influencer attributes
drive parasociality, (b) examine how parasocial bonds mediate effects on
awareness, attitude, purchase intention and loyalty, and (c) identify
moderating conditions and ethical concerns. The study finds consistent evidence
that authenticity and trustworthiness are the strongest drivers of parasocial
connection, and that parasociality reliably predicts higher engagement and
purchase intention. Gaps remain in longitudinal evidence, cross-cultural
comparisons, and platform-specific dynamics.
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Pages:368-370
How to cite this article:
Priyanka Hajare, Soumya Pathak, Nitin Gaykwad "Influencer marketing, parasociality, and consumer behavior based on secondary data". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 368-370
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