Purpose

This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus on the role of parasocial relationships and congruence among the influencer, product and consumer. The study finds its theoretical foundation in parasocial theory and self-congruency theory.

Design/methodology/approach

This study employs a quantitative approach, utilizing a sample of 232 collected survey responses. The proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM).

Findings

Contrary to initial assumptions, the study reveals that parasocial relationships do not mediate the link between SMIs' intimate self-disclosure and purchase intentions. However, an interesting moderating effect was discovered: the congruence between the consumer and the influencer influences the relationship between SMIs' intimate self-disclosure and parasocial relationships, and subsequently, between parasocial relationships and purchase intentions.

Originality/value

This study brings fresh insights by pinpointing a boundary condition that dictates the influence of SMIs' intimate self-disclosure on purchase intentions via parasocial relationships. In doing so, this study provides a novel perspective in understanding the dynamics between SMIs and consumers in the rapidly evolving marketing landscape.

中文翻译：

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社交媒体影响者的亲密自我表露如何以及何时促进购买意图：一致性和准社会关系的作用

目的

本研究旨在探讨社交媒体影响者（SMI）亲密的自我表露对消费者购买意图的影响，重点关注影响者、产品和消费者之间的准社会关系和一致性的作用。该研究的理论基础是准社会理论和自我一致性理论。

设计/方法论/途径

本研究采用定量方法，利用收集的 232 份调查回复作为样本。使用偏最小二乘结构方程模型（PLS-SEM）评估所提出的假设。

发现

与最初的假设相反，该研究表明，准社会关系并不调节 SMI 的亲密自我表露和购买意图之间的联系。然而，我们发现了一个有趣的调节效应：消费者和影响者之间的一致性会影响 SMI 的亲密自我表露和准社会关系之间的关系，进而影响准社会关系和购买意图之间的关系。

原创性/价值

这项研究通过查明一个边界条件来确定 SMI 的亲密自我表露通过准社会关系对购买意向的影响，从而带来了新的见解。在此过程中，本研究为理解快速发展的营销环境中中小型企业和消费者之间的动态提供了一个新颖的视角。