Serial Mediation Model of Parasocial Relationship: Case Study of Fitness Influencers

Abstract

Fitness personalities have moved online becoming fitness influencers on social media platforms. This study aims to investigate 1) the direct effects of parasocial relationships on purchase intention based on fitness influencers recommendations on their channels. 2) to examine the indirect effects of parasocial relationships on purchase intention following the fitness influencers recommendations on their channels mediated by self-presentation, self-brand loyalty, and brand trust in serial mediation. The study drew 353 respondents from followers and viewers of fitness influencers via YouTube channels. Analysis used serial mediation model.

        The research results show that 1) there is no direct positive and significant relationship between parasocial relationship and purchase intention fitness influencers recommendations. 2) There is an indirect and significant relationship between parasocial relationship and purchase intention based on fitness influencers recommendations on their channels via self-presentation and connection to the brand through serial mediation analysis. 3) There is an indirect and significant relationship between parasocial relationship and purchase intention based on fitness influencers recommendations on their channels via self-presentation, brand connection and brand trust through serial mediation analysis.

        Research findings reveal that self-presentation and brand trust play an important role in the relationship between parasocial relationships in the online domain. Finally, this research as theoretical and managerial applications for online fitness influencers through design and improvement of content to match followers' interests and influence consumers' decision making about products and increase platform efficiency. Future studies can further investigate the details of self-disclosure, including the depth, breadth, and frequency of self-disclosure.