The effects of a multidimensional parasocial relationship with an influencer on customer behavioral intention in restaurants

Abstract

Purpose Despite the growing popularity of influencer marketing in the hospitality industry, few studies have examined how the relationship between an influencer and customers affects customer behavior. This study aims to examine the various dimensions of parasocial relationships between an influencer and customers in the restaurant context. Design/methodology/approach Survey information was collected from 168 users of social media to examine the relative impact of the friendship, understanding and trustworthiness aspects of parasocial relationships on customer behavioral intention in restaurants. Findings A SmartPLS estimate revealed that customer perceptions of a friendly and understanding relationship with an influencer increases identification, which leads to engagement and intention to purchase. However, trust in an influencer is not sufficient to increase customer perceptions of community integration. A multigroup analysis showed the relative impacts of the different dimensions of parasocial relationships across customer sex, age and income. For example, the impact of a friendly relationship with an influencer on identification is significant only among women and older customers. In contrast, community engagement affects purchasing intentions only among men and younger customers. Originality/value Given the expanding use of influencers in hospitality marketing, this study contributes to the existing business literature by examining the multidimensionality of parasocial relationships.