Consumers’ parasocial interactions and relationships with online influencers: a systematic review

Abstract

Purpose The purpose of this study is to provide a systematic review of consumers’ parasocial interaction (PSI) and parasocial relationship (PSR) with online influencers. This study aims to synthesize existing literature through an organizing framework to examine how various antecedents influence these constructs and subsequent consumer behavior and marketing outcomes in the context of online influencer marketing. Design/methodology/approach A systematic literature review identified and analyzed 76 peer-reviewed articles published between 2000 and 2023. This review synthesizes antecedents, consequences, moderators and mediators by analyzing the selected papers using a directed qualitative content analysis approach. Findings The results of this study highlight the role of source, message, medium and consumer-related antecedents in fostering PSR/PSI with online influencers. The review further shows that PSR/PSI contributes to the development of influencers’ social capital. While most studies focus on non-transactional outcomes, only a limited number examine transactional outcomes such as purchase, impulse buying and gifting. Finally, the synthesis underscores the underexplored role of social media characteristics and affordances in shaping the development of PSR/PSI. Originality/value To the best of the authors’ knowledge, this study is the first systematic review to highlight the overlooked role of media affordances such as richness, interactivity, community and gifting in shaping PSR/PSI with online influencers. By integrating these with source, message and consumer antecedents into a unified framework, this study provides a clearer foundation for advancing theory and guiding future influencer marketing research, including implications for sustainable consumption as well as child and adolescent well-being.