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Influencer attractiveness, parasocial relationship formation and follower purchase intention: a serial mediating effect

Sheena Lovia Boateng

International Journal of Electronic Marketing and Retailing2026https://doi.org/10.1504/ijemr.2026.151736article
ABDC C
Weight
0.50

What the paper says

This paper explores the multidimensionality of influencer attractiveness and its impact on marketing outcomes. While influencer attractiveness is recognised as a dimension of influencer credibility, its individual dimensions and their effects on follower purchase intention have not been adequately explored. Addressing this gap, the paper employs the parasocial interaction theory and a survey to examine the influence of different dimensions of influencer attractiveness. The results indicate that the physical and social attractiveness of influencers contributes to the formation of an analogy to a social relationship. However, only social attractiveness directly leads to the development of an emotional connection between influencers and their followers. Furthermore, both emotional connection and analogy to social relationships were found to have a positive impact on follower purchase intention. These findings deepen our understanding of how influencer attractiveness affects the formation of parasocial relationships and influences follower purchase behaviour. Implications of these findings are discussed accordingly.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijemr.2026.151736

Or copy a formatted citation

@article{sheena2026,
  title        = {{Influencer attractiveness, parasocial relationship formation and follower purchase intention: a serial mediating effect}},
  author       = {Sheena Lovia Boateng},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2026.151736},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.