Exploring the mediating effect of relational quality on brand advocacy: The role of parasocial relationship among millennials in Indonesia

Abstract

This article aims to investigate the influence of parasocial relationships and relational quality on brand advocacy among Indonesian millennials in the social media era. The study seeks to identify the factors that impact brand advocacy among this demographic group and examine the connection between parasocial relationships, relational quality, and their effects on brand advocacy. The research hypotheses propose that both parasocial relationships and relational quality significantly affect brand advocacy among Indonesian millennials. The research methods utilized in this study include path analysis and the use of SMART PLS tools to analyze the hypotheses. The findings of the study support all hypotheses, demonstrating that parasocial relationships and relational quality have a positive and significant impact on brand advocacy among Indonesian millennials, both directly and indirectly. The conclusion underscores the importance of comprehending the role of parasocial relationships and relational quality in promoting brand advocacy in the digital age. This research provides useful insights into the influence of parasocial relationships and relational quality on brand advocacy and contributes to the existing literature on the subject.