Unveiling the Impact of Influencer Attributes on Purchase Intention of Gen Z: The Moderating Role of Parasocial Interaction

Abstract

This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The conceptual model was created by combining the social learning theory, the social presence theory and the parasocial theory to examine and comprehend the key characteristics of social media influencers and the role they play in attracting Gen Z consumers. The study adopted a quantitative approach. A structured questionnaire was used to collect data from 303 Generation Z consumers in India. The hypothesized model was tested using SMART PLS-4 through the use of structural equation modelling analysis. Source credibility and influencer inspiration were found to influence the Gen Z cohort’s purchase intention favourably. However, it was found that social presence did not significantly influence Gen Z consumers’ purchase intention. The results of the moderation analysis indicate that parasocial interaction positively moderated the relationship between source credibility and purchase intention and did not have a significant moderating effect on the relationship between influencers’ social presence, inspiration and purchase intention of Gen Z consumers. Implications for theory and practice are also discussed, thus adding to the emergent literature on influencer marketing.