Parasocial Relationship in relation to the Impact of Social Media Influencers on Consumer Purchase Intention

Globalization and the expansion of cross-border businesses have greatly impacted consumer behavior. Businesses and marketers now have the opportunity to target wider audiences and gain deeper insights into customer behavior, particularly in relation to cultural variables, thanks to this expansion. However, the rise of social media platforms has altered the ways in which consumers are impacted, necessitating a reevaluation of the factors influencing consumer behavior. In particular, social media use has facilitated direct communication between influencers, bloggers, celebrities, and their followers, which has encouraged the growth of parasocial interactions. These connections demonstrate that there are bonds between regular citizens and public officials that go beyond just physical proximity. Studies have shown that the widespread use of social media and the resulting parasocial connections can influence how customers’ interactions with influencers impact their buying intentions. Positive brand-product or service connections on social media have grown to be a trusted source of information, influencing consumers’ thoughts, decisions, and purchase intentions. However, the concept of xenocentrism (XEN)—which characterizes individuals who like products created in other countries—may act as a mediator in the relationship between parasocial impact and purchase intention. This study aimed to explore the ways in which xenocentrism affects consumers’ purchase intentions and their parasocial relationships with social media influencers. By carefully analyzing the literature, this study aimed to develop a model that makes these connections more understandable. The findings of this study broaden our understanding of the complex interactions between consumer behavior, influencer credibility, and xenocentrism. Internet marketing specialists and marketers alike find these linkages significant.