THE INFLUENCE OF PARASOCIAL RELATIONSHIP ON PURCHASE INTENTION AND FACTOR ANALYSIS OF PARASOCIAL RELATIONSHIP FORMATION IN THE CONTEXT OF PROBIOTIC SKINCARE MARKETING

Povzetek

The Indonesian skincare industry has improved substantially, which has encouraged firms to leverage influencers as a critical brand communication tool, particularly to convey probiotic-based products requiring persuasive as well as informative messages. This research analyzes parasocial relationships shaping consumers’ purchase intentions with brand trust as a mediator and scrutinizes some influencer content features responsible for such relationships. A quantitative explanatory research approach was adopted, recruiting 403 female social media users of skincare social influencers. Data were tested with covariance-based SEM with AMOS. Results indicate parasocial ties impact purchase intentions indirectly with enhanced brand trust. Additionally, entertainment value and self-disclosure were predictors of parasocial relationship formation, and informative value had a non-significant bearing directly on purchase intention. Theoretically, the paper generalizes parasocial relationship theory in digital marketing more broadly. Managerially, the research highlights the importance of brands creating emotion-rich and authentic contents increasing trust and

consumer engagement.