The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness

Abstract

Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emotional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower-influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.