Role of Parasocial Interaction and Credibility in Beauty Influencer to Improve Purchase Intention

Abstract

Beauty brand owners are trying to increase the sales growth rate, which has been unstable due to the COVID-19 pandemic. This study explores the intention to purchase beauty products through the role of beauty influencers by examining parasocial interaction and credibility factors. Eight hypotheses were tested and analyzed using a structural equation model. The study showed that parasocial interaction and credibility positively impact purchase intention. Meanwhile, only social attractiveness influences parasocial interaction, while physical and social attractiveness affects credibility.