Ijcs 12917

Received: 22 August 2021 Revised: 5 January 2023 Accepted: 13 February 2023
DOI: 10.1111/ijcs.12917
ORIGINAL ARTICLE
How do social media influencers inspire consumers' purchase

decisions? The mediating role of parasocial relationships
Arif Ashraf 1 | Irfan Hameed 2 | S. Amir Saeed 1
1
College of Business Management, Institute of
Business Management, Karachi, Pakistan Abstract
2
Faculty of Business and Management, UCSI In recent years, social media influencers (SMIs) have become part of the strategic com-
University, Kuala Lampur, Malaysia
munication of firms because the traditional form of mass media communication is losing
Correspondence its effectiveness. Thus, it is imperative to study the effects of communication through
Irfan Hameed, Faculty of Business and
Management, UCSI University,
SMIs on marketing outcomes, such as purchase intentions. Based on the fairness
Kuala Lampur, Malaysia. dimensions, that is, information, distributive, interpersonal, and procedural, and dimen-
Email: irfanhameed.iu@gmail.com
sions of source credibility, that is, attractiveness, expertise, trustworthiness, and similar-
ity, this research investigated how technology-oriented SMIs (T-SMIs) foster parasocial
relationships (PSRs) with followers. Purposive sampling was employed to collect data
from 506 active social media users. Data were analysed through IBM AMOS and SPSS
26. The results of the study suggested that attractiveness, expertise, trustworthiness,
similarity, interpersonal, procedural, and information fairness are positively related to
fostering PSR with followers. In contrast, distributive fairness does not strengthen PSR
with followers; furthermore, the study findings suggested an indirect positive influence
of attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and
information fairness on the purchase intentions of consumers via PSR. This study is use-
ful for academia and industry since it fills important gaps in the literature and provides
recommendations to brand managers of technology companies about selecting appro-
priate SMIs for the endorsement of their brands.
KEYWORDS
fairness, parasocial relationships, purchase intention, social media influencers, source credibility
1 | I N T RO DU CT I O N through blogs, tweets, and the use of other social media.” These influ-
encers have expertise in a particular domain. They endorse various
Perhaps the most significant buzzword in 21st-century marketing thus products related to technology, beauty, travel, fashion, fitness, and
far is social media influencers (SMIs; Hund, 2019). Marketing through health (Audrezet et al., 2020; Sokolova & Kefi, 2020; Taillon
SMIs has developed by leaps and bounds in the last decade, shifting et al., 2020). SMIs are usually engaged in two-way communication
social media marketing toward marketing through SMIs (Coco & with their audience using various platforms like Instagram, Twitter,
Eckert, 2020; Kim & Kim, 2021). The marketing of brands through YouTube, and personal blogs (Audrezet et al., 2020; Khamis
SMIs is growing by more than 50% a year. In 2015, the size of SMI et al., 2017).
marketing was half a million dollars, reaching $9.7 billion in 2020 and Brand managers are increasingly relying on SMIs, also known as
is expected to cross $15 billion by the end of 2022 (Gerrath & “micro-celebrities,” to endorse their products through social media
Usrey, 2021; Kim & Kim, 2021). (Childers et al., 2019; Delbaere et al., 2021; Jin et al., 2019). According
SMIs were defined by Freberg et al. (2011) as “a new type of to a study, almost 49% of followers rely on the influencer's recom-
independent third-party endorser who shapes audience attitudes mendation, and about 40% of the followers purchase products
1416 © 2023 John Wiley & Sons Ltd. wileyonlinelibrary.com/journal/ijcs Int J Consum Stud. 2023;47:1416–1433.
14706431, 2023, 4, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12917 by chen haohou - Capital Normal University , Wiley Online Library on [03/09/2023]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
ASHRAF ET AL. 1417
endorsed by SMIs (Swant, 2016). In fact, the extant literature suggests et al., 2019). However, only a few studies describe whether the
that influencer marketing is more effective than any other form of source credibility is responsible for fostering PSR between SMIs and
promotion in changing the attitudes and behaviours of consumers due followers (Lim et al., 2017). Moreover, previous studies have used one
to their perceived credibility and trustworthiness (Audrezet critical success factor of source credibility, that is, characteristics of
et al., 2020; Gerrath & Usrey, 2021; Jin et al., 2019). The importance the source to judge the appeal of SMIs among followers
of influencer marketing is growing day by day, and they have become an
(e.g., Djafarova & Rushworth, 2017; Lou & Kim, 2019; Yılmazdog
an essential component of integrated marketing communications et al., 2021; Zheng et al., 2022). In contrast, this study uses source
(Childers et al., 2019). credibility and fairness, that is, evaluation of the communication pro-
The effectiveness of SMIs in inducing the intentions of followers cess to judge the appeal of SMIs among followers. In addition to that,
rests upon their ability to build a parasocial relationship (PSR) with fol- the construct of fairness has been studied in the context of SMIs
lowers (Farivar et al., 2021; Leite & Baptista, 2021; Sokolova & related to a general product category by Yuan and Lou (2020) that too
Kefi, 2020). Horton and Wohl (1956) stated the concept of PSR in the in the context of a developed country, the United States, and it pre-
following words: “It is a relationship between media personae and sented mixed findings and called for further investigation (Yuan &
audience.” PSR is a relationship in which the audience sees them- Lou, 2020). Besides that, this study responded to the call of Yuan and
selves as a personal friend of the media personae (Dibble et al., 2016). Lou (2020) since it uses the dependent variable of purchase intentions
Social media provides an opportunity for influencers to develop PSR to find out the marketing outcome of PSR between influencers and
with followers by engaging them in two-way communication, posting followers.
authentic and useful content, replying to questions and queries of fol- This research aims to fill several literature gaps. Primarily, it is
lowers, and offering giveaways to followers to promote interaction conducted in one of the developing countries (Pakistan). According to
and involvement (Zheng et al., 2020). However, the relationship Vrontis et al. (2021), most studies related to SMIs were conducted in
between the two is not perfect as it exists in the case of friendship developed countries like the United States, the United Kingdom, the
because it is mainly controlled by SMIs (Lim et al., 2020). Netherlands, Australia, Spain, France, and others, leaving behind the
Due to the different nature of the relationship between followers developing countries, which could lead to false generalization of
and SMIs, it is referred to as PSR (Farivar et al., 2021). Like friendship, results.
PSR develops over time, and the extant literature suggests that it is However, the restrictions are ever-increasing on social media
based on the influencer's personal characteristics, that is, sources sites and apps in Pakistan (Saifi, 2021). All major social media plat-
credibility and communication outcome, that is, fairness, between forms, that is, YouTube, Facebook, TikTok, Twitter, and Instagram, got
SMIs and their followers (Yuan & Lou, 2020). Considering the impor- blocked many times due to posting content against religion and cul-
tance of PSR, it is vital to study PSR in detail and how it can lead to tural values (Jahangir, 2020; Saifi, 2021; Singh, 2020, 2021). Further-
marketing-related outcomes. Thus, we developed the following more, in November 2020, government implemented new restrictions
research questions: on the type of content to be posted on social media (Jahangir, 2020).
Despite all this, SMIs are growing in Pakistan with every passing day
1. Does source credibility affect the PSR between technology- as consumers avoid the traditional form of mass media advertise-
oriented SMIs (T-SMIs) and their followers? ments; thus, companies are projected to spend 25 million dollars on
2. Does fairness affect the PSR between T-SMIs and their followers? influencer marketing in 2021 (Javed, 2020a). In Pakistan, SMIs are
3. Does establishing PSR between T-SMIs and followers help foster active on all types of platforms and possess expertise in different
their purchase intentions? domains like food, technology, clothing, health, beauty, and travelling
(Javed, 2020b).
The following research objectives were established based on the Vrontis et al. (2021) and Yuan and Lou (2020) stated that most of
aforementioned research questions: first, to investigate the influence the studies related to SMIs are related to the general product category
of four characteristics of source credibility, that is, attractiveness, or the fashion and beauty industry leaving behind other product cate-
expertise, trustworthiness, and similarity, in developing PSR between gories. In the current study, we focused on T-SMIs, as nowadays,
T-SMIs and followers. Second, to determine the role of four charac- technology-oriented companies are putting lots of effort into having
teristics of fairness in fostering PSR between T-SMIs and followers, their products endorsed by T-SMIs to increase brand awareness and
namely distributive, interpersonal, procedural, and informational fair- get new consumers (Hurwitz, 2021). Similarly, in Pakistan, technology
ness. Third, to find out whether PSR mediates the relationship companies are spending lots of money nowadays to have their prod-
between the four aspects of source credibility and purchase inten- ucts endorsed by T-SMIs (Javed, 2020b).
tions among followers. Fourth, to see if the PSR mediates the relation- Technology-related products include artificial intelligence, mobile
ship between the four aspects of fairness and purchasing intentions phones, smartwatches, LEDs, smart televisions, laptops, power banks,
of the followers. cables, cameras, hard disks, and software (Waris & Hameed, 2022). It
There is a substantial amount of research on the impact of celeb- is a big booming industry worldwide, with hundreds and thousands of
rity endorsement on customer purchasing intentions and behaviour influencers endorsing products to millions of followers (Beganovich &
(Bergkvist & Zhou, 2016; Choi & Rifon, 2007; Osei-Frimpong Beganovich, 2020).
1418 ASHRAF ET AL.
2 | LITERATURE REVIEW sponsorship disclosure by influencers, people often formulate nega-

tive attitudes and intentions toward products (Gerrath &
2.1 | Theory grounding the study Usrey, 2021). As a result, SMIs must only advocate things that they
believe are genuine and stem from their inherent motivation
SMIs aim to persuade followers to change their attitudes and behav- (Audrezet et al., 2020).
iour in favour of brands (Breves et al., 2019). The concept of source In addition, influencers should take care of their (own) brand
credibility in judging communication effectiveness was introduced by name and online activities. In marketing communication, human
Hovland and Weiss (1951). They stated that if the source is consid- branding is essential for the source to be credible since SMIs are con-
ered credible, then the effectiveness of massage is enhanced due to sidered brands in themselves; therefore, they should build their image
its persuasiveness (Farivar et al., 2021; Hovland & Weiss, 1951; Wu & and sustain it over time (Ki et al., 2020). They must manage their
Wang, 2011). Since then, the persuasion phenomena have been online activities, engage consumers, and convert them into followers
extensively studied in the literature of marketing, psychology, and since their success is usually measured by the number of followers
communication with varying results (Farivar et al., 2021). In the extant they have, their engagement rate with those followers, and the num-
literature, persuasion has been linked to the characteristic of the ber of likes and comments they receive on their posts (Vrontis
source and the usefulness of the message in order to gain a positive et al., 2021).
response to persuasion (Brinol & Petty, 2009). Kang and Herr (2006) Influencer marketing is usually targeted at a younger target audi-
added that this source effect converges into source effect theory and ence; moreover, there is a significant difference between the age of
source effect models. followers and their social media platform presence. Users in their 40s
According to the source effect theory, source factors like similar- prefer Facebook and Twitter, whereas users in their 30s prefer Insta-
ity, attractiveness, expertise, visibility, fairness, and credibility have a gram, and TikTok usually attracts users in their teens or early twenties
significant effect on communication effectiveness (Farivar et al., 2021; (Haenlein et al., 2020). Thus, brand managers need to understand the
Ismagilova et al., 2020; Platow et al., 2000). In the persuasion context, characteristics that make an effective spokesperson (Guruge, 2018).
these factors were studied in different domains like psychology, mar- According to associative learning theory, people learn when they
keting, sales, advertisement, interpersonal interactions, and organiza- associate two events. Thus, when the endorser possesses a favour-
tional communication (Brinol & Petty, 2009; Wilson, 1987; Wilson & able image in the targeted consumers' minds, and if they endorse cer-
Sherrell, 1993). tain products, that favourable image is also transferred to those
An existing literature suggests that the effect of the particular products (Plotnik & Kouyoumdjian, 2013; Till & Shimp, 1998).
source factor depends upon its match up with the product category; Associative learning theory could be applied to the meaning
for example, in the case of T-SMI, expertise of the influencer is more transfer model since the model argues that there is a symbolic mean-
important as compared with attractiveness, which is more important ing associated with the product being endorsed by the celebrity
in the case of beauty products (Fadilah & Alversia, 2021; (McCracken, 1989). In addition, Halonen-Knight and Hurmerinta
Schimmelpfennig & Hunt, 2020). In addition, the effect of communica- (2010) through their qualitative research recommended that the trans-
tion changes across different contexts, particularly this effect, is more fer of meaning does occur from the endorser to the product being
important in the context of SMIs and celebrity endorsement (Farivar endorsed. Thus, spokespersons must be viewed as credible and fair to
et al., 2021). Thus, it is imperative to study this effect in the context their followers to have an impact on followers (Yuan & Lou, 2020).
of T-SMIs, which is largely ignored in the literature.
Hence, we argue that various factors of source credibility and
fairness have a varying degree of effect on T-SMIs marketing effec- 2.3 | Parasocial relationship
tiveness; moreover, due to this communication effectiveness, PSR is
formulated between influencers and followers (Yuan & Lou, 2020). In Horton and Wohl (1956) first came up with the concept of parasocial
addition, this PSR results in marketing outcomes in the form of a interaction (PSI). Dibble et al. (2016) added that PSI is an illusory inter-
change in purchase intentions (Hwang & Zhang, 2018; Lou & action between all types of media personae with their audience. Escalas
Kim, 2019; Yang & Ha, 2021). and Bettman (2017) stated that PSR and PSI were used indistinguish-
ably in the research. It is further suggested by the authors that PSR is
formed based on PSI (Dibble et al., 2016; Horton & Wohl, 1956). PSR
2.2 | Social media influencers could be defined as a socioemotional bond between the media person
and the audience. Unlike traditional media, social media provides an
Influencer marketing is growing with leaps and bounds throughout opportunity for reciprocal communication between media personae
the world with every passing day for endorsements of their brands; and audience, thus allowing SMIs to establish PSR with followers
companies identify and invest in selected SMIs to create customer (Boerman & Van Reijmersdal, 2020). The extant literature on PSR
engagement, increase brand awareness, and induce the intentions and covers various aspects, including celebrities (Escalas & Bettman, 2017;
behaviours of followers (Childers et al., 2019; Tafesse & Wood, 2021). Yuan et al., 2016), SMIs (Farivar et al., 2021), media figures (Erickson
However, this partnership is risky for both parties because, on et al., 2018), and game avatars (Jin & Park, 2009; Zhou, 2021).
ASHRAF ET AL. 1419
To understand PSR, researchers have used uncertainty reduction the source is making assertions (Ismagilova et al., 2020; Xiao
theory and uses, and gratification theory; these two theories were et al., 2018). Trustworthiness is about the honesty and truthfulness of
used to measure the interaction between influencer and follower. PSR the source while delivering the message (Jin et al., 2019;
benefits both the influencer and the brand because it changes fol- Whitehead, 1968). Many researchers suggested that attractiveness is
lowers' attitudes and behaviours (Aw & Chuah, 2021; Reinikainen the third dimension of source credibility required in enhancing commu-
et al., 2020). A recent study by Masuda et al. (2022) suggested that nication's persuasiveness (Baker & Churchill, 1977; Friedman &
PSR between SMIs and followers has a significant effect on purchase Friedman, 1979; McGuire, 1985).
intentions. In addition, Leite and Baptista (2021) conducted a study Ohanian (1990) developed and validated a three-dimensional
on 433 female participants living in the United States and following at scale of source credibility incorporating attractiveness, expertise, and
least 20 fashion and beauty influencers. The result of their study sug- trustworthiness (Halder et al., 2021; Ohanian, 1990). Attractiveness
gested that an established PSR relationship between influencers and refers to the appearance and physical beauty of the source in terms of
followers leads to their purchase intentions. facial and other physical features (Ismagilova et al., 2020; Xiao
However, PSR is difficult to formulate, and it develops over time et al., 2018). Researchers like Bower and Landreth (2001), Munnukka
when the follower likes the influencer's content, subscribes to their et al. (2016), and Yuan and Lou (2020) suggested that similarity is the
channel or blog, and engages with the posted content. Then, as a fourth dimension that can enhance the credibility of endorsers with
result of active interaction between influencer and follower, PSR the audience, thus enhancing the persuasiveness of the message.
could form (Liebers & Schramm, 2019). In addition to this, it is recog- Schiappa et al. (2007) added that similarity is defined as common attri-
nized by researchers that endorsers' characteristics, such as attractive- butes of the source with the audience.
ness itself, could positively influence PSR between audience and Many researchers (e.g., Lou & Kim, 2019; Munnukka et al., 2016;
media personae (Hartmann & Goldhoorn, 2011). According to the lit- Yuan & Lou, 2020) have taken source credibly as a four-dimensional
erature, three important aspects are required for the development of construct consisting of attractiveness, expertise, similarity, and trust-
PSR, that is, characteristics of the source, characteristics of the audi- worthiness in judging communication effectiveness. These dimensions
ence, and interaction among them. Bond (2018) stated that research are related to the endorsers' personal characteristics and can signifi-
on the interaction process is scarce. Since the communication cantly influence the message's persuasiveness by enhancing PSR
between SMIs and followers is more interactive than that of celebri- between SMIs and followers. In addition, a study by Lou and Kim
ties, therefore, it is essential to study the attributes of the message (2019) in the United States on adolescent followers of SMIs con-
source, that is, source credibility, and communication process, that is, firmed the utility of all four dimensions in enhancing PSR between
fairness, in fostering PSR between SMIs and followers. SMIs and followers. Therefore, we have taken source credibility as a
four-dimensional construct for this study.
In addition, researchers have also found that the persuasive
2.4 | Hypotheses development power of celebrities varies by the product type (Friedman &
Friedman, 1979; Till & Busler, 2000). Kanungo and Pang (1973) used
2.4.1 | Source credibility of SMI and PSR the word fittingness when they paired male and female models (non-
celebrities) with different types of products. Their persuasiveness var-
Studies have identified that the characteristics of media personae and ies with changes in the product type. Later, the fit between celebrity
the time spent by media personae are the main antecedents of and product was named as match-up hypothesis (Arora et al., 2021;
strengthening PSR. Studies related to the characteristics of media per- Kahle & Homer, 1985; Kamins, 1990; Lynch & Schuler, 1994; Till &
sonae suggest that source credibility (credibility of media personae) is Busler, 2000). Um (2022) added that in the context of celebrity
a very important factor while determining the message's persuasive- endorsement, different terms are used in the literature to describe the
ness (Ecker & Antonio, 2021; Ismagilova et al., 2020). Many studies in compatibility between the endorser and the product, like match-up,
the past have examined the effect of celebrity credibility on the pur- fit, and congruence. This match-up enhances message persuasiveness
chase intentions of consumers (Ismagilova et al., 2020; Osei-Frimpong (Shah et al., 2022; Um, 2022). Besides that, a recent study conducted
et al., 2019; Rai et al., 2021), but few studies have looked into the by De Cicco et al. (2021) has found that a high level of congruence
credibility of SMIs in fostering PSR between SMI and their followers between influencer and brand or product results in a strong positive
leading to their purchase intentions (Yuan & Lou, 2020). Chaiken influence on followers' attitudes and behavioural outcomes as com-
(1980) stated that “the source is considered credible when informa- pared with a low level of congruence.
tion from the source could be trusted.” Aw and Chuah (2021) concluded from their research that dimen-
The theoretical framework of source credibility was developed by sions of source credibility, that is, prestige, attractiveness, and exper-
Hovland et al. (1953) after its introduction by Hovland and Weiss tise, are essential antecedents in fostering PSR between SMIs and
(1951). The framework consists of two dimensions, that is, expertise followers. Recently, Zheng et al. (2022) determined from their study
and trustworthiness (Halder et al., 2021; Hovland et al., 1953; Muda & that dimensions of source credibility, that is, expertise, trustworthi-
an, 2022; Pornpitakpan, 2004). Exper-
Hamzah, 2021; Özbölük & Akdog ness, and attractiveness are essential antecedents in fostering PSR
tise is related to knowledge about products and the domain in which with followers. In addition, Yuan and Lou (2020) concluded from their
1420 ASHRAF ET AL.
study that the dimensions of attractiveness and similarity of SMIs help fairness are the essential antecedents of PSR of SMIs with their fol-
facilitate the PSR of SMIs with followers. In contrast, there is no influ- lowers. The studies conducted by the aforementioned authors provide
ence of expertise and trustworthiness in enhancing PSR. Moreover, a logical support for further investigation into the role of four dimen-
study by Lou and Kim (2019) concluded that all four dimensions of sions of fairness in fostering PSR in the context of SMIs and followers.
source credibility have a significant positive influence in fostering PSR Thus, we posit the following hypothesis:
of SMIs with followers. Thus, it is hypothesized:
Hypothesis 2. Follower's perception of (a) distributive,
Hypothesis 1. Follower's perception of (a) attractiveness, (b) interpersonal, (c) procedural, and (f) informational
(b) expertise, (c) trustworthiness, and (d) similarity have a fairness have a positive influence on fostering the PSR
positive influence on fostering the PSR of T-SMIs with of T-SMIs with followers.
followers.
2.4.3 | Meditating role of PSR

2.4.2 | Fairness and PSR
Apart from studying the attributes that help foster PSR between T-
In the literature, fairness and justice were used indistinguishably SMIs and followers, this study also looks at marketing-related out-
(Fortin et al., 2020); subsequently, the term fairness has been used in comes of PSR in terms of consumers' purchase intention since the
this article. In an organizational behaviour, fairness refers to “behavior companies are interested to know whether the money spent on SMIs
that happens during the interaction between organization and public is producing results and enhancing the purchase intentions of fol-
or between decision-maker and audience.” Fairness is related to how lowers. According to Delbaere et al. (2021) and Leite and Baptista
and what people perceive to be fair. This perception can impact atti- (2021), marketing-related outcomes are important indicators to mea-
tudes and behaviours (Dahanayake et al., 2018). Fairness consists of sure the success of marketing efforts.
four dimensions (Bhatt, 2020; Fortin et al., 2020). Distributive fairness Many scholars have studied the impact of celebrity endorsement
refers to the fair distribution of rewards and resources (Uwa, 2022). on an advertisement's effectiveness. However, SMIs are different
Procedural fairness refers to the fairness of the overall decision- from celebrities since they create content themselves and their inter-
making process (Choi et al., 2022). Interpersonal fairness refers to action with followers is much better than that of celebrities
treatment with respect and dignity. However, information fairness (Bergkvist & Zhou, 2016; Lou & Kim, 2019). So far, only a few studies
refers to how well the information is conveyed (Brockner et al., 2021). have examined the impact of SMIs on marketing outcomes. De Veir-
In this study, we have applied four dimensions of fairness in SMIs man et al. (2017) have examined the impact of SMIs promotion via
and followers' interactions, for example, whether the followers will Instagram. Similarly, Hughes et al. (2019) have studied the characteris-
get any benefit from the information shared by SMIs (distributive fair- tics of bloggers and blog content in creating customer engagement
ness), whether the SMIs allow followers to share their voice during and whether it leads to an advertisement's effectiveness. Lou and Kim
the communication process, (procedural fairness), whether the SMIs (2019) found out that PSR mediates the credibility and content value
treat their followers with love and respect (interpersonal fairness), and of SMIs. A recent study conducted by Farivar et al. (2021) on the fol-
finally, whether SMIs convey information to followers ethically and lowers of Instagram influencers concluded that PSR plays an integral
honestly (informational fairness). part in the purchase intentions of followers.
According to Yuan and Lou (2020), none of the studies in the past Thus, it is proposed that the strength of PSR lies in T-SMI's credibility
have considered fairness as an antecedent of PSR between SMI and and fairness of communication with their followers, which could translate
their followers. Most studies on the four dimensions of fairness were into purchase intentions. Since source credibility comprises four dimen-
confined to exploring the relationship between employees and their sions that could influence the strength of PSR between T-SMIs and fol-
bosses in organizations (Sheeraz et al., 2021). Moreover, numerous lowers; hence, we came up with the following hypotheses to test the
authors have identified that fairness is an essential interpersonal fac- mediating relationship between source credibility and purchase intentions:
tor for promoting the effectiveness of online brand communities
(OBCs; Hernández Soto et al., 2021). Hypothesis 3. PSR of T-SMI has a positive influence on
According to Fang and Chiu (2010), fairness helps to promote consumers' purchase intentions.
trust and communication between the members of OBCs. Majewski
et al. (2011) stated that fairness encourages participation among the Hypothesis 4. PSR mediates the relationship between
members of OBCs, resulting in more knowledge about the brand. source credibility's (a) attractiveness, (b) expertise
However, Usoro and Majewski (2011) stated that due to fairness, per- (c) trustworthiness and (d) similarity and followers' pur-
sonal ties among the members of OBCs strengthen, which could chase intentions.
shape the positive perception of OBC and the brand (Hernández Soto
et al., 2021; Usoro & Majewski, 2011). Moreover, Yuan and Lou In addition, all four dimensions of fairness could influence the
(2020) concluded from their study that interpersonal and procedural strength of PSR between T-SMI and their followers; hence, we came
ASHRAF ET AL. 1421
FIGURE 1 Conceptual framework.

Source Credibility
Attractiveness
Expertise
Trustworthiness
Similarity
Parasocial Purchase
Relationship Intention
Fairness
Distributive
Information
Procedural
Interpersonal
up with the following hypothesis to test the mediating relationship were considered for further analysis. After completing this phase, par-
between fairness and purchase intentions: ticipants were allowed to participate in the survey; hence, our sam-
pling technique can be classified as a purposive sampling technique
Hypothesis 5. PSR mediates the relationship between (Cash et al., 2022).
fairness's (a) distributive, (b) procedural, (c) interpersonal, An online questionnaire developed through Google Forms
and (d) informational fairness and followers' purchase was distributed to 880 individuals using various social media plat-
intentions. forms, including Facebook, Instagram, Twitter, and WhatsApp
groups. We received 536 responses with a response rate of
The conceptual framework considering all the relationships 60.09%. However, 20 responses were rejected due to their
between the variables is shown in Figure 1. incompleteness; thus, 506 responses have been used for further
analysis. The data have been collected for 5 months from January
to May 2021.
3 | M E TH O DO LO GY Before conducting the main study, the questionnaire was pretested
from 40 respondents to check its validity and reliability using AVE and
3.1 | Sample Cronbach's alpha, respectively (Castellanos-Verdugo et al., 2016;
Chung, 2020). The analysis result suggested no issue of validity and reli-
A survey strategy was used to collect data from the respondents using ability since Cronbach's alpha of all constructs ranged from 0.83 to 0.88
a self-administered questionnaire. The questionnaire was adminis- and average variance extracted (AVE) ranged from 0.76 to 0.81, indicat-
tered in English, which is the formal language used in Pakistan along ing the robustness of the questionnaire used in the analysis.
with the official language Urdu (Haidar & Fang, 2019). Additionally, The data were collected from Millennials and Generation
English is also used as a principal language and as a medium of instruc- Z. Millennials include people born between 1981 and 1996 with a
tion in educational institutes, including secondary schools, high maximum age of 40 years, whereas Generation Z includes people
schools, colleges, and universities in Pakistan (Abbas et al., 2018; born between 1997 and 2012, with a maximum age of 24 years
Haidar & Fang, 2019). The sample has been taken from respondents (Beresford & Sellas, 2021). The main reason for choosing people from
aged 18 years or older who have at least a college degree, that is, these two groups is that people from both generations are more
completed at least 12 years of education. active in social media and prefer mobility, technology, and software
To find out whether the respondents are interested in technologi- diversity (Ardill, 2021). In addition, both groups actively follow SMIs
cal products and if they are following any T-SMI, the eligibility of the on different social media platforms (Akram, 2021; Munsch, 2021).
participants was judged using four prescreening questions, whether Moreover, brand managers are now targeting Millennials and Genera-
they are interested in technological products, how often they use tion Z through social media (Akram, 2021; Javed, 2021). Thus, this
social media, do they follow any T-SMI, and finally name any T-SMI research will be helpful for the brand managers of technology-
whom they like and follow. Then, the validity of T-SMIs was con- oriented companies to select appropriate T-SMIs for endorsements of
firmed using an already prepared list of international and local T-SMIs their brands.
of reputation. Suppose the name stated by the respondent is missing Since the data was collected from two groups of followers, we
from the list. In that case, further confirmation is sought through conducted a one-way ANOVA to ascertain the difference in the pre-
social media sites. Only respondents with a valid name of the T-SMI dicting mediator, PSR, and endogenous variable (purchase intentions
1422 ASHRAF ET AL.
TABLE 1 Demographic profile of the respondents. TABLE 2 Reliability and multicollinearity.
Percentage Variables Cronbach's alpha (α) CR VIF

Profile Frequency (%)
Attractiveness 0.925 0.925 1.487
Gender Expertise 0.936 0.936 2.264
Female 208 41.1 Trustworthiness 0.895 0.896 1.217
Male 298 58.9 Similarity 0.902 0.903 1.520
Age (years) Distributive fairness 0.873 0.876 2.267
18–24 (Gen Z) 346 68.4 Interpersonal fairness 0.938 0.939 1.474
25–40 (Millennials) 160 31.6 Procedural fineness 0.914 0.915 1.647
Education Information fairness 0.860 0.861 1.329
College graduates 348 68.8 Parasocial relationship 0.969 0.969 2.254
Bachelor's degree holders 124 24.5 Purchase intentions 0.873 0.874 —
Master's degree holders 31 6.1
Abbreviations: CR, composite reliability; VIF, variance inflation factor.
Decorate degree holders 3 0.59
Monthly income
Full-time student 334 66 3.3 | Data analysis
10,000–30,000 PKR (Pakistani 47 9.3
rupees) Data were analysed using the advanced second-generation multivari-
30,001–60,000 PKR 56 11.1 ate confirmatory technique of CB-SEM (covariance-based structural
60,001–100,000 PKR 45 8.9 equational modelling) in IBM AMOS 26 (Hair Jr et al., 2017) and SPSS
Above 100,000 PKR 24 4.7 26. The demographic profile of respondents is given in Table 1.
4 | RESULTS AND DISCUSSION

of followers; Khan et al., 2022). The ANOVA result suggested no sta-
tistically significant difference between Millennials and Generation Z 4.1 | Measurement model
in predicting PSR ( p = .146) and purchase intentions ( p = .616). After
completing this step, we proceeded to statistical analysis of the data 4.1.1 | Model fit
collected from both groups (Hameed et al., 2022).
The CFA result showed a good model fit for the data with χ2/
df = 2.078, CFI = 0.956, IFI = 0.957, RMSEA = 0.046, PClose = 0.965
3.2 | Measures (Gaskin & Lim, 2016; Hair et al., 2019).
There were three sections of the questionnaire. The first

section consists of a cover letter explaining the study. The respon- 4.1.2 | Reliability and multicollinearity
dents were assured that their participation was voluntary and that
their identification information would be kept confidential. The defini- Internal consistency (reliability) was tested using Cronbach's alpha in
tions of the key terms, for example, T-SMI and PSR were provided in SPSS and CR (composite reliability) in AMOS (Rafique et al., 2022). All
this section. The second section contained the measurement scales of the constructs fulfil Cronbach's alpha requirement having a range
the constructs used in this study. This section starts with prescreening between 0.860 and 0.925 with a cutoff value of 0.70 (Hair
questions, and the individuals providing the name of a T-SMI were et al., 2019; Sarstedt et al., 2019) given in Table 2. However, accord-
directed to the items of the constructs. All the items were measured ing to Collier (2020) and Hair et al. (2009), Cronbach's alpha tends to
on a seven-point Likert scale ranging from strongly disagree (1) to underestimate or overestimate values of internal consistency, and a
strongly agree (7). better alternative is CR, especially in SEM. Thus, CR was used to fur-
The measurement scale for source credibility was adopted from ther ascertain internal consistency reliability. The CR of all constructs
the study of Munnukka et al. (2016) and fairness from Yuan and Lou ranged from 0.874 to 0.969, as provided in Table 2, having a threshold
(2020). Both constructs comprise four dimensions, each containing of 0.70 (Collier, 2020; Hair et al., 2019).
three items. PSR has been measured using six items; this scale was CR was assessed using factor loadings; they ranged between
also adopted from the study of Yuan and Lou (2020). Similarly, the six 0.660 and 0.934, as given in Appendix A. Majority of factor loadings
items scale to gauge purchase intention has been adopted from the are above 0.7, indicating a good measure of latent factors
study of Liu and Brock (2011). Measurement scales for all the con- (Collier, 2020; Hair et al., 2019). Then, multicollinearity was checked
structs are presented in Appendix A. using variance inflation factor (VIF) values in SPSS through multiple
ASHRAF ET AL. 1423
linear regression analysis. All the constructs fulfil the multicollinearity Moreover, further discernment validity was assessed using
requirement since the lowest VIF was 1.217 and the highest VIF was HTMT, which is a more rigorous criterion for assessing it (Henseler
2.264, as given in Table 2, having a threshold of 10 (Collier, 2020). et al., 2015; Sokolova & Perez, 2021; see Table 5). The results of the
analysis suggested that the correlation within and across constructs is
well under 0.85, confirming the discriminant validity of the model
4.1.3 | Validity (Collier, 2020; Henseler et al., 2015).
The convergent validity was ascertained through CR and AVE values

given in Tables 2 and 3, respectively. The CR of constructs ranged 4.2 | Common method bias
from 0.874 to 0.969, meeting the threshold of 0.70. The AVE of con-
structs ranged from 0.537 to 0.836, having a cutoff of 0.5 Before proceeding to the structural model, we tested common
(Collier, 2020; Hair et al., 2019). Since both CR and AVE of constructs method bias (CMB), as CMB can inflate or deflate correlation among
are well within their range confirming the convergent validity observed variables in the study (Collier, 2020). First, we applied Har-
(Collier, 2020). Then, discriminant validity was first assessed using man's single-factor test using exploratory factor analysis (EFA) in
AVE, maximum shared variance (MSV), and average shared variance SPSS. The result of the study suggested that one factor explains the
(ASV). As shown in Table 3, the AVE of all constructs is greater than 23.5% variance that is much less than the cutoff value of 50% (Kock
MSV and ASV, which indicates the discriminant validity of the model et al., 2021). Furthermore, a full collinearity test was done in SPSS
(Dhir et al., 2021; Jin et al., 2020). using the regression analysis. The greatest VIF value of 2.26, which is
In addition, discriminant validity was further assessed using the less than the threshold value of 3.3, suggests that CMB is not an issue
Fornell–Larcker criterion and HTMT, as given in Tables 4 and 5, in this model (Farivar et al., 2021; Kock, 2015; Kock & Lynn, 2012;
respectively. In Table 4, the square root of AVE in diagonals is the Sohn et al., 2021).
highest in rows and columns as compared with their correlation coef-
ficient (Collier, 2020; Hair et al., 2019).
4.3 | Control variables
TABLE 3 Validity analysis.
Previous research has found that demographic variables such as age
Variables AVE MSV ASV and gender can affect the usage of social media (Tandon et al., 2020),
Attractiveness 0.757 0.150 0.072 which could, in turn, affect the PSR between SMIs and followers. Sun
Expertise 0.785 0.345 0.132 et al. (2010) stated that males and females act differently due to
Trustworthiness 0.682 0.131 0.024 social, biological, and behavioural reasons. Many studies have con-
Similarity 0.757 0.150 0.051 firmed the moderating role of gender when it comes to purchasing
Distributive fairness 0.703 0.322 0.076 intentions (Ghasemi Siani et al., 2021; Stokburger-Sauer &
Interpersonal fairness 0.836 0.247 0.068 Teichmann, 2013). Moreover, according to Lin et al. (2019), males and
females feel and act differently about product likeability while making
Procedural fineness 0.782 0.121 0.067
a purchase decision.
Information fairness 0.674 0.159 0.028
Thus, to increase the model's robustness, we have taken both age
Parasocial relationship 0.839 0.345 0.127
and gender as the control variables; however, both age and gender
Purchase intentions 0.537 0.031 0.012
remain insignificant in both direct and mediated relationships. It
TABLE 4 Fornell–Larcker criterion and correlation.
A E T S PI PR DF IF PF INF
Attractiveness 0.870
Expertise 0.331 0.886
Trustworthiness 0.022 0.143 0.826
Similarity 0.388 0.071 0.105 0.87
Purchase intentions 0.163 0.069 0.025 0.128 0.733
Parasocial relationship 0.330 0.588 0.361 0.188 0.123 0.916
Distributive fairness 0.351 0.568 0.041 0.094 0.078 0.303 0.839
Interpersonal fairness 0.107 0.497 0.193 0.3 0.066 0.415 0.174 0.915
Procedural fairness 0.337 0.318 0.059 0.348 0.175 0.296 0.311 0.135 0.884
Information fairness 0.051 0.174 0.081 0.13 0.056 0.399 0.004 0.058 0.175 0.821
1424 ASHRAF ET AL.
TABLE 5 Heterotrait–monotrait (HTMT).
A E T S PI PR DF IF PF INF
Attractiveness —
Expertise 0.340 —
Trustworthiness 0.021 0.142 —
Similarity 0.383 0.076 0.097 —
Purchase intentions 0.163 0.075 0.019 0.114 —
Parasocial relationship 0.342 0.591 0.365 0.190 0.127 —
Distributive fairness 0.367 0.578 0.038 0.095 0.077 0.31 —
Interpersonal fairness 0.093 0.500 0.196 0.306 0.050 0.422 0.173 —
Procedural fairness 0.346 0.316 0.060 0.347 0.172 0.296 0.317 0.138 —
Information fairness 0.055 0.175 0.089 0.134 0.063 0.402 0.007 0.054 0.176 —
means both age and gender have either small to no effect in the TABLE 6 Hypotheses testing.
model (Collier, 2020), as shown below:
Hypotheses Path β Significance Support
H1a A ! PR 0.178 <.001 Yes
1. Direct effect, Age ! PR (β = 0.084 and p = 0.434) and
H1b E ! PR 0.311 <.001 Yes
gender ! PR (β = 0.113 and p = .279).
2. Indirect effect, Age ! PR ! PI (β = .006 and p = .333) and H1c T ! PR 0.381 <.001 Yes
gender ! PR ! PI (β = .008 and p = .188). H1d S ! PR 0.097 .037 Yes

H2a DF ! PR 0.043 .369 No
H2b IF ! PR 0.194 <.001 Yes
4.4 | Structural model H2c PF ! PR 0.214 <.001 Yes
H2d INF ! PR 0.498 <.001 Yes
4.4.1 | Model fit H3 PR ! PI 0.070 .010 Yes
Abbreviations: A, Attractiveness; DF, Distributive Fairness; E, Expertise;

The path analysis was conducted using AMOS 26. The model fit indi-
IF, Interpersonal Fairness; INF, Information Fairness; PF, Procedural
ces show a good model fit for the structural model with χ2/ Fairness; PI, Purchase Intentions; PR, Parasocial Relationship; S, Similarity;
df = 2.081, CFI = 0.956, IFI = 0.956, RMSEA = 0.046, PClose = 0.964 T, Trustworthiness.
(Gaskin & Lim, 2016; Hair et al., 2009).
interpersonal, procedural, and informational fairness have a positive

4.4.2 | Hypotheses testing influence on fostering PSR with followers.
The result of the hypotheses test suggested that most of the hypothe-
ses are supported, as given in Table 6. Hypothesis H1 was related to 4.5 | Mediation analysis
T-SMIs credibility having four dimensions (a) attractiveness,
(b) expertise, (c) trustworthiness, and (d) similarity that have a positive Table 6 shows that hypothesis H3 is supported (H3: β = 0.070 and
influence on fostering PSR with followers. Hypotheses H1a: p = .010), suggesting that the PSR of T-SMI with followers is posi-
β = 0.178 and p < .001; H1b: β = 0.311 and p < .001; H1c: β = 0.381 tively rated to the purchase intentions of followers. Mediation analy-
and p < .001; H1d: β = 0.097 and p = .037 are all supported suggest- sis revealed that most of the mediated paths are supported, as shown
ing that the attractiveness, expertise, trustworthiness, and similarity in Table 7. Hypothesis H4 postulates the mediating role of PSR
of T-SMI have a positive influence on fostering PSR with followers. between source credibility's (a) attractiveness, (b) expertise,
Hypothesis H2 was related to T-SMIs fairness having four dimen- (c) trustworthiness, and (d) similarity and consumers' purchase inten-
sions of (a) distributive, (b) interpersonal, (c) procedural, and tions. Hypotheses H4a: β = 0.013 and p = .009; H4b: β = 0.022 and
(d) informational fairness having a positive influence on fostering PSR p = .011; H4c: β = 0.011 and p = .012; H4d: β = 0.007 and p = .032
with followers. Hypothesis H2a: β = 0.043 and p = .369 is not sup- are all supported since their significance value is <.05 ( p < .05), sug-
ported, suggesting distributive fairness has no influence on PSR. gesting that there is an indirect positive influence of T-SMI's, attrac-
Hypotheses H2b: β = 0.194 and p < .001; H2c: β = 0.214 and tiveness, expertise, trustworthiness, and similarity on the purchase
p < .001; H2d: β = 0.498 and p < .001 are supported, suggesting that intentions of followers through PSR.
ASHRAF ET AL. 1425
TABLE 7 Mediation analysis. positive influence in strengthening PSR. Likewise, Zheng et al. (2022)
Hypotheses Path β Significance Support conducted a study in China on fostering PSR between travel influen-
cers and followers; the result of their study suggested that expertise,
H4a A ! PR ! PI 0.013 .009 Yes
attractiveness, and trustworthiness of source credibility are essential
H4b E ! PR ! PI 0.022 .011 Yes
antecedents in fostering PSR. In addition, studies conducted by Yuan
H4c T ! PR ! PI 0.011 .012 Yes
and Lou (2020) and Bond (2018) in the United States on SMIs related
H4d S ! PR ! PI 0.007 .032 Yes
to general product categories concluded that two dimensions of
H5a DF ! PR ! PI 0.003 .20 No
source credibility, that is, attractiveness and similarity, are positively
H5b PF ! PR ! PI 0.015 .010 Yes related to PSR between influencers and followers. Besides that, a
H5c IF ! PR ! PI 0.014 .010 Yes study by Yuan and Lou (2020) showed no influence of expertise and
H5d INF ! PR ! PI 0.035 .013 Yes trustworthiness.
Abbreviations: A, Attractiveness; E, Expertise; T, Trustworthiness; S, The results of mediation analysis suggested that there is an indi-
Similarity; DF, Distributive Fairness; IF, Interpersonal Fairness; INF, rect positive influence of source credibility's attractiveness, expertise,
Information Fairness; PF, Procedural Fairness; PR, Parasocial Relationship; trustworthiness, and similarity on consumers' purchase intentions via
PI, Purchase Intentions.
PSR, whereas the study conducted by Yuan and Lou (2020) suggested
that perceived attractiveness and similarity of SMIs have an indirect
positive influence on the marketing outcome of product interest via
Hypothesis H5 postulates the mediating role of PSR between PSR, and there is no indirect influence of expertise.
fairness's (a) distributive, (b) interpersonal, (c) procedural, and It is also interesting to note that the earlier studies conducted in
(d) informational fairness and consumers' purchase intentions. H5a the United States by Yuan and Lou (2020) and Lou and Kim (2019)
(β = 0.003 and p = .20) is not supported, suggesting there is no indi- suggested that the perceived trustworthiness of SMIs is negatively
rect influence of distributive fairness on purchase intentions via PSR, related to the marketing outcomes via PSR, which they called for fur-
whereas hypotheses H5b: β = 0.015 and p = .010; H5c: β = 0.014 ther investigation. However, this study's results suggested an indirect
and p = .010; H5d: β = 0.035 and p = .013 are supported since positive influence of perceived trustworthiness on the marketing out-
p < .05, suggesting that there is an indirect positive influence of inter- come of purchase intentions via PSR.
personal, procedural, and informational fairness on purchase inten- The takeaway from the above findings of this study is that fol-
tions through PSR. lowers of T-SMIs will probably form PSR with those SMIs whom they
consider attractive, trustworthy, look and feel similar to them, and
possess the expertise of the domain whose product is being endorsed.
5 | DISCUSSIONS AND CONCLUSION Moreover, established PSR between T-SMIs and followers does result
in the marketing outcome of purchase intentions.
Influencer marketing is growing by more than 50% a year. It is pro- The results of fairness analysis suggested that three dimensions
jected that the size of influencer marketing will be more than $15 bil- of fairness, that is, interpersonal, procedural, and informational have a
lion at the end of 2022 (Gerrath & Usrey, 2021; Kim & Kim, 2021). significant positive influence in fostering PSR between T-SMIs and
Moreover, it is essential to note that SMIs are content creators, unlike followers, whereas there is no influence of distributive fairness. One
celebrities. With their content, they can engage followers in two-way of the reasons why distributive fairness does not have a significant
communication, thus inducing their intentions in favour of the brand. influence in fostering PSR could be that the followers of T-SMIs per-
Therefore, it is imperative to investigate the influencer's marketing ceive that they are putting more effort into their relationship with T-
from the perspective of communication and marketing outcomes. For SMIs (spending time, liking, commenting, and sharing the posts) as
investigation, research objectives were set and analysed using source compared with the reward they receive in return.
credibility and fairness in fostering PSR between T-SMIs and fol- The findings of this study are primarily aligned with the findings
lowers. In addition, this research also finds out whether the estab- of the previous study conducted by Yuan and Lou (2020) that inter-
lished PSR translates into the marketing outcome of purchase personal and procedural fairness are important antecedents in foster-
intentions in the setting of a developing country, Pakistan. ing PSR, and there is no influence of distributive fairness on PSR.
The findings of this study suggested the importance of PSR in However, informational fairness remains insignificant in the study
inducing followers' intentions. The first important finding of this study conducted by Yuan and Lou (2020).
advised that all four dimensions of source credibility, that is, attrac- In addition, this study's findings are consistent with the findings
tiveness, expertise, trustworthiness, and similarity, have a positive of earlier studies related to individual perception of fairness in the
influence on strengthening the PSR relationship of T-SMIs with fol- organization conducted by Waribo et al. (2020) in Nigeria and service
lowers. The findings of this study are consistent with the finding of fairness perception of consumers conducted by Han et al. (2019) in
the earlier study conducted in the United States by Lou and Kim China. The result of the study conducted by Waribo et al. (2020)
(2019) on adolescents' followers of SMIs that related to a general depicted that all four dimensions of fairness have a significant positive
product category that all four dimensions of source credibility have a influence on employee perception, whereas a study conducted by
1426 ASHRAF ET AL.
Han et al. (2019) suggested that distributive, procedural, and interper- restrictions from time to time on the internet and social media due to
sonal fairness have a significant positive influence on customer psy- posting of content against religious and cultural values
chological empowerment. In contrast, there is no influence on (Jahangir, 2020; Saifi, 2021; Singh, 2020, 2021). Despite all, influencer
informational fairness. marketing is growing in Pakistan by leaps and bounds. It has become
The mediation analysis results suggested an indirect positive one of the most significant sources of endorsement for all kinds of
influence of interpersonal, procedural, and informational fairness on brands nowadays (Javed, 2021; Qamar, 2022).
consumers' purchase intentions via PSR. It means that followers of T- The technology industry is one of the dominating industries that
SMIs will likely form strong PSR with those influencers they perceive use SMIs to endorse their brands in Pakistan and worldwide
to possess qualities of interpersonal, procedural, and informational (Privateer, 2021; Qureshi, 2021). However, no substantial published
fairness. This PSR, in turn, is associated with the purchase intentions study has been devoted to the technology industry (Beganovich &
of followers. In contrast, the earlier study by Yuan and Lou (2020) Beganovich, 2020). According to Vrontis et al. (2021), most of the ear-
suggested that only distributive and informational fairness indirectly lier research on SMIs has not focused on a specific industry except
influence the product interest via PSR. fashion and beauty products. Their findings might not apply to other
The findings of this study are also in line with the findings of ear- industries. In addition, De Cicco et al. (2021) and Kamins and Gupta
lier studies conducted by Waribo et al. (2020) that all four dimensions (1994) stated that the congruence between endorser and product is
of fairness significantly positively influence employee behaviour out- essential to determining endorsement effectiveness. Therefore, this
comes via employee perception. Moreover, the study conducted by research aims to fill another important literature gap since this
Han et al. (2019) suggested that distributive, procedural, and interper- research is devoted to technological products endorsed by T-SMIs.
sonal fairness significantly positively influence customer satisfaction This research will be useful for T-SMIs as well as brand managers.
via customer psychological empowerment. For T-SMIs to foster PSR with followers, they must be credible and
Thus, the takeaway from this study is that source credibility and fair in their communication with followers. More precisely, to foster
fairness are essential antecedents of PSR between T-SMIs and fol- PSR with followers, they should work on their personality, which
lowers, leading to the marketing outcome of purchase intentions. The includes being attractive, knowledgeable, trustworthy, and having
results of this study further show that there is hardly any influence of common qualities with their followers. Furthermore, they must ensure
culture or product category of endorsements made by SMIs. How- that their followers are treated with respect and dignity (interpersonal
ever, this notion requires further validation in the future with compar- fairness) at all times, specifically while responding to challenging ques-
ative studies. tions and inquiries and when confronted with negative feedback on
their posts. Besides that, they must provide an opportunity for two-
way communication (procedural fairness), and information provided
5.1 | Theoretical and practical implications by SMIs to followers must be accurate and honest (informational fair-
ness). Their reviews shall be based upon their actual product usage
This study fills several essential gaps in the literature. First, we used rather than just motivated by some external factor like money. If they
two critical success factors, that is, source credibility and fairness, to successfully establish PSR with followers, they can attract more fol-
judge the appeal of T-SMIs among followers. According to Vrontis lowers and earn more brand endorsements since PSR leads to pur-
et al. (2021), studies on SMIs were mainly conducted in developed chase intentions.
countries like the United States, the United Kingdom, France, As per the match-up hypothesis, the congruence between the
Germany, the Netherlands, Australia, Belgium, Portugal, and Austria. endorser and the brand or the product is paramount for endorsement
Moreover, as Vrontis et al. (2021) acknowledged, there is hardly any effectiveness (De Cicco et al., 2021). This research will be helpful for
published research on developing countries like Pakistan, Bangladesh, the brand managers of technology-oriented companies in selecting
Sri Lanka, Nepal, Bhutan, and the Maldives. appropriate SMIs for the endorsement of their brands. When choos-
The existing literature shows that cultural factors significantly ing SMIs, brand managers should remember that they must be attrac-
influence the effects of celebrity endorsement and subsequent con- tive and exhibit experience in the products and industries that have
sumer behaviour (Choi et al., 2005; Shah et al., 2022; Winterich been endorsed. They should be perceived as trustworthy by followers
et al., 2018). Moreover, Kemp (2021) stated that developed countries' and should look and feel similar to their target audience.
culture is different from developing countries' culture in terms of edu- Moreover, SMIs should be able to engage followers in two-way
cation, awareness, usage of the internet, social media, and endorse- communication and be perceived as honest and truthful. They must,
ments through SMIs. Furthermore, Shah et al. (2022) stated that in all cases, treat their followers with dignity and respect and uphold
research is needed in diverse cultures to further endorse the literature high moral and ethical principles while sharing information with fol-
in under-researched areas. Thus, this research is conducted in the lowers. The significant mediated paths from PSR to purchase inten-
developing country, Pakistan. tions suggest to brand managers that those SMIs who are successful
Although, in Pakistan, influencer marketing has suffered several in establishing PSR with followers based upon the attributes enumer-
setbacks in the form of blockage of social media and imposing ated above will likely induce the purchase intentions of followers.
ASHRAF ET AL. 1427
5.2 | Limitations and future research Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personal-
ity congruency effects on consumer brand intentions in celebrity-
endorsed brands. Journal of Consumer Marketing, 38(3), 251–261.
There are some limitations of this study too, which can be eluded in
https://doi.org/10.1108/JCM-02-2020-3634
future research. First, we have taken all social media platforms rather Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under
than specifying any particular platform like Instagram or YouTube. Since threat: When social media influencers need to go beyond self-presen-
the different platforms provide different features for interaction, in the tation. Journal of Business Research, 117, 557–569. https://doi.org/10.
1016/j.jbusres.2018.07.008
future, it is recommended to replicate the same study by considering a
Aw, E. C.-X., & Chuah, S. H.-W. (2021). “Stop the unattainable ideal for an
single platform where the interaction takes place between SMIs and ordinary me!” fostering parasocial relationships with social media influ-
followers. Second, we have considered purchase intention as an out- encers: The role of self-discrepancy. Journal of Business Research, 132,
come variable. In future research, it is recommended to consider other 146–157. https://doi.org/10.1016/j.jbusres.2021.04.025
Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive
outcome variables like the actual purchase or product interest.
models on advertising evaluations. Journal of Marketing Research,
Third, the focus of this research was limited to T-SMIs; care must 14(4), 538–552. https://doi.org/10.2307/3151194
be taken in generalizing the results to other product categories. Thus, Beganovich, A., & Beganovich, E. (2020). 100 top tech influencers in 2020.
a similar kind of research is recommended related to other well- Amra & Elema LLC, pp. 1–4. https://www.amraandelma.com/100-top-
tech-influencers-in-2020/
known product categories endorsed by SMIs like mobile payment sys-
Beresford, J., & Sellas, T. (2021). Generations defined by name, birth year,
tems, travelling, organic food, and beauty. Fourth, the data were col-
and ages in 2021. Beresford Research, pp. 1–4. https://www.
lected from the respondents having at least a college degree so they beresfordresearch.com/age-range-by-generation/
could better understand the questionnaires; they might not be the Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature
true representative of the population. In the future, a similar kind of review and research agenda. International Journal of Advertising,
35(4), 642–663. https://doi.org/10.1080/02650487.2015.
study could be conducted with respondents of all education levels
1137537
using probability sampling, and the questionnaire may be translated Bhatt, K. (2020). Measuring service fairness and its impact on service qual-
into the local language if required. ity and satisfaction: A study of Indian banking services. Journal of
Fifth, although this research was conducted in a developing coun- Financial Services Marketing, 25(2), 35–44. https://doi.org/10.1057/
s41264-020-00069-7
try, which is acknowledged as a gap in the literature, however, com-
Boerman, S. C., & van Reijmersdal, E. A. (2020). Disclosing influencer mar-
parisons could not be drawn based on culture and its influence on keting on YouTube to children: The moderating role of para-social
followers toward SMIs. In the future, comparative studies are recom- relationship. Frontiers in Psychology, 10(1), 3042. https://doi.org/10.
mended between developed and developing countries based on cul- 3389/fpsyg.2019.03042
Bond, B. J. (2018). Parasocial relationships with media personae: Why they
ture and its influence on followers' attitudes and behaviour. Lastly,
matter and how they differ among heterosexual, lesbian, gay, and
this study was based on a quantitative research design and we have bisexual adolescents. Media Psychology, 21(3), 457–485. https://doi.
adopted variables from the literature using survey research. In the org/10.1080/15213269.2017.1416295
future, qualitative and in-depth research is recommended to find out Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally
attractive models in advertising. Journal of Advertising, 30(1), 1–12.
the factors responsible for fostering the PSR.
https://doi.org/10.1080/00913367.2001.10673627
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit
ACKNOWLEDGEMEN T between instagram influencers and the endorsed brand: How
This research received no external funding. influencer–brand fit affects source credibility and persuasive effective-
ness. Journal of Advertising Research, 59(4), 440–454. https://doi.org/
10.2501/JAR-2019-030
CONF LICT OF IN TE RE ST ST AT E MENT
Brinol, P., & Petty, R. E. (2009). Source factors in persuasion: A self-
The authors declare no competing or financial conflict of interest. validation approach. European Review of Social Psychology, 20(1), 49–
96. https://doi.org/10.1080/10463280802643640
DATA AVAI LAB ILITY S TATEMENT Brockner, J., de Cremer, D., van Dijke, M., de Schutter, L., Holtz, B., & van
Hiel, A. (2021). Factors affecting supervisors' enactment of interper-
The data that support the findings of this study are available from the
sonal fairness: The interactive relationship between their managers'
corresponding author upon reasonable request. informational fairness and supervisors' sense of power. Journal of
Organizational Behavior, 42(6), 800–813. https://doi.org/10.1002/job.
ORCID 2466
Cash, P., Isaksson, O., Maier, A., & Summers, J. (2022). Sampling in design
Irfan Hameed https://orcid.org/0000-0002-1484-6133
research: Eight key considerations. Design Studies, 78, 101077.
https://doi.org/10.1016/j.destud.2021.101077
RE FE R ENC E S Castellanos-Verdugo, M., Vega-Vázquez, M., Oviedo-García, M. Á., &
Abbas, F., Pervaiz, A., & Arshad, F. (2018). The competing status of Urdu Orgaz-Agüera, F. (2016). The relevance of psychological factors in the
and English after declaration of Urdu as official language in Pakistan. ecotourist experience satisfaction through ecotourist site perceived
Journal of Research (Urdu), 34(1), 142–158. value. Journal of Cleaner Production, 124(3), 226–235. https://doi.org/
Akram, M. M. (2021). What does gen Z really want? https://aurora.dawn. 10.1016/j.jclepro.2016.02.126
com/news/1144337 Chaiken, S. (1980). Heuristic versus systematic information processing and
Ardill, L. (2021). Which technologies do gen Z and millennial workers the use of source versus message cues in persuasion. Journal of Person-
want? https://www.siliconrepublic.com/advice/forrester-next-generation- ality and Social Psychology, 39(5), 752–760. https://doi.org/10.1037/
technologies-preferences 0022-3514.39.5.752
1428 ASHRAF ET AL.
Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #sponsored #ad: Agency credibility and repurchasing intention on the media platform Insta-
perspective on influencer marketing campaigns. Journal of Current gram. In S. Noviaristanti (Ed.), Contemporary research on business and
Issues and Research in Advertising, 40(3), 258–274. https://doi.org/10. management. CRC Press.
1080/10641734.2018.1521113 Fang, Y.-H., & Chiu, C.-M. (2010). In justice we trust: Exploring
Choi, S. M., Lee, W.-N., & Kim, H.-J. (2005). Lessons from the rich and knowledge-sharing continuance intentions in virtual communities of
famous: A cross-cultural comparison of celebrity endorsement in practice. Computers in Human Behavior, 26(2), 235–246. https://doi.
advertising. Journal of Advertising, 34(2), 85–98. https://doi.org/10. org/10.1016/j.chb.2009.09.005
1080/00913367.2005.10639190 Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social
Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising? relationship: Key factors in influencer marketing. Journal of Retailing
Understanding dimensions of celebrity images. The Journal of Popular and Consumer Services, 59, 102371. https://doi.org/10.1016/J.
Culture, 40(2), 304–323. https://doi.org/10.1111/j.1540-5931.2007. JRETCONSER.2020.102371
00380.x Fortin, M., Cropanzano, R., Cuguero -Escofet, N., Nadisic, T., & van
Choi, W.-S., Kang, S.-W., & Choi, S. B. (2022). Creativity in the south Wagoner, H. (2020). How do people judge fairness in supervisor and
Korean workplace: Procedural justice, abusive supervision, and com- peer relationships? Another assessment of the dimensions of justice.
petence. International Journal of Environmental Research and Public Human Relations, 73(12), 1632–1663. https://doi.org/10.1177/
Health, 19(1), 500–510. https://doi.org/10.3390/ijerph19010500 0018726719875497
Chung, K. C. (2020). Green marketing orientation: Achieving sustainable Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are
development in green hotel management. Journal of Hospitality Mar- the social media influencers? A study of public perceptions of person-
keting & Management, 29(6), 722–738. https://doi.org/10.1080/ ality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.
19368623.2020.1693471 pubrev.2010.11.001
Coco, S. L., & Eckert, S. (2020). #sponsored: Consumer insights on social Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product
media influencer marketing. Public Relations Inquiry, 9(2), 177–194. type. Journal of Advertising Research, 19(5), 63–71.
https://doi.org/10.1177/2046147X20920816 Gaskin, J., & Lim, J. (2016). Model fit measures, AMOS plugin. Gaskina-
Collier, J. E. (2020). Applied structural equation modeling using AMOS: Basic tion's StatWiki. http://statwiki.gaskination.com/index.php?title=
to advanced techniques. Routledge. Main_Page
Dahanayake, P., Rajendran, D., Selvarajah, C., & Ballantyne, G. (2018). Jus- Gerrath, M. H. E., & Usrey, B. (2021). The impact of influencer motives and
tice and fairness in the workplace: A trajectory for managing diversity. commonness perceptions on follower reactions toward incentivized
Equality, Diversity and Inclusion: An International Journal, 37(5), 470– reviews. International Journal of Research in Marketing, 38(3), 531–548.
490. https://doi.org/10.1108/EDI-11-2016-0105 https://doi.org/10.1016/j.ijresmar.2020.09.010
De Cicco, R., Iacobucci, S., & Pagliaro, S. (2021). The effect of influencer– Ghasemi Siani, M., Mohammadi, S., Soltan Hosseini, M., & Dickson, G.
product fit on advertising recognition and the role of an enhanced disclo- (2021). Comparing young adult responses to rational and emotional
sure in increasing sponsorship transparency. International Journal of Adver- sports product advertisements: The moderating role of product type
tising, 40(5), 733–759. https://doi.org/10.1080/02650487.2020.1801198 and gender. International Journal of Sports Marketing and Sponsorship,
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through 22(4), 798–815. https://doi.org/10.1108/IJSMS-04-2020-0045
Instagram influencers: The impact of number of followers and product Guruge, M. C. B. (2018). Comparison between attributes related to celeb-
divergence on brand attitude. International Journal of Advertising, 36(5), rity endorsement and social media influencer marketing: A conceptual
798–828. https://doi.org/10.1080/02650487.2017.1348035 review. Sri Lanka Journal of Marketing, 4(1), 17–37.
Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D.
A route to brand engagement for their followers. Psychology and Mar- (2020). Navigating the new era of influencer marketing: How to be suc-
keting, 38(1), 101–112. https://doi.org/10.1002/mar.21419 cessful on Instagram, TikTok, & Co. California Management Review,
Dhir, A., Talwar, S., Kaur, P., Budhiraja, S., & Islam, N. (2021). The dark side 63(1), 5–25. https://doi.org/10.1177/0008125620958166
of social media: Stalking, online self-disclosure and problematic sleep. Haidar, S., & Fang, F. (2019). English language in education and globaliza-
International Journal of Consumer Studies, 45(6), 1373–1391. https:// tion: A comparative analysis of the role of English in Pakistan and
doi.org/10.1111/ijcs.12659 China. Asia Pacific Journal of Education, 39(2), 165–176. https://doi.
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction org/10.1080/02188791.2019.1569892
and parasocial relationship: Conceptual clarification and a critical Hair, J., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., &
assessment of measures. Human Communication Research, 42(1), 21– Anderson, R. E. (2019). Multivariate data analysis. Cengage Learning.
44. https://doi.org/10.1111/hcre.12063 https://doi.org/10.1002/9781119409137.ch4
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online Hair, J. F., Babin, B., & Andreson, R. (2009). Multivariate data analysis: A
celebrities' Instagram profiles in influencing the purchase decisions of global perspective. Prentice Hall.
young female users. Computers in Human Behavior, 68(2), 1–7. https:// Hair, J. F., Jr., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on
doi.org/10.1016/j.chb.2016.11.009 partial least squares structural equation modeling (PLS-SEM). Sage
Ecker, U. K. H., & Antonio, L. M. (2021). Can you believe it? An investiga- Publications.
tion into the impact of retraction source credibility on the continued Halder, D., Pradhan, D., & Chaudhuri, H. R. (2021). Forty-five years of
influence effect. Memory & Cognition, 49(4), 631–644. https://doi.org/ celebrity credibility and endorsement literature: Review and learnings.
10.3758/s13421-020-01129-y Journal of Business Research, 125(1), 397–415. https://doi.org/10.
Erickson, S. E., Harrison, K., & Dal Cin, S. (2018). Toward a multi- 1016/j.jbusres.2020.12.031
dimensional model of adolescent romantic parasocial attachment. Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Mean-
Communication Theory, 28(3), 376–399. ings transfer in celebrity endorsement. Journal of Product & Brand Man-
Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How agement, 19(6), 452–465.
consumers appropriate celebrity meanings for a sense of belonging. Hameed, I., Mubarik, M. S., Khan, K., & Waris, I. (2022). Can your smart-
Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/ phone make you a tourist? Mine does: Understanding the consumer's
00913367.2016.1274925 adoption mechanism for mobile payment system. Human Behavior and
Fadilah, F. F., & Alversia, Y. (2021). Understanding the influence of a para- Emerging Technologies, 14, 4904686. https://doi.org/10.1155/2022/
social relationship and beauty influencers' credibility on brand 4904686
ASHRAF ET AL. 1429
Han, X., Fang, S., Xie, L., & Yang, J. (2019). Service fairness and customer presence in an avatar-based console game, Wii. CyberPsychology &
satisfaction: Mediating role of customer psychological empowerment. Behavior, 12(6), 723–727. https://doi.org/10.1089/cpb.2008.0289
Journal of Contemporary Marketing Science, 2(1), 50–62. https://doi. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media
org/10.1108/JCMARS-01-2019-0003 influencer marketing. Marketing Intelligence and Planning, 37(5), 567–
Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl revisited: Explor- 579. https://doi.org/10.1108/MIP-09-2018-0375
ing viewers' experience of parasocial interaction. Journal of Communi- Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity
cation, 61(6), 1104–1121. https://doi.org/10.1111/j.1460-2466.2011. endorser: A social adaptation perspective. Journal of Consumer
01595.x Research, 11(4), 954. https://doi.org/10.1086/209029
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for asses- Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in
sing discriminant validity in variance-based structural equation model- celebrity advertising: When beauty may be only skin deep. Journal of
ing. Journal of the Academy of Marketing Science, 43(1), 115–135. Advertising, 19(1), 4–13. https://doi.org/10.1080/00913367.1990.
https://doi.org/10.1007/s11747-014-0403-8 10673175
Hernández Soto, R., Gutiérrez Ortega, M., & Rubia Avi, B. (2021). Key fac- Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson
tors in knowledge sharing behavior in virtual communities of practice: and product type: A matchup hypothesis perspective. Psychology &
A systematic review. Education in the Knowledge Society, 22(2), 215– Marketing, 11(6), 569–586. https://doi.org/10.1002/mar.422011060
227. https://doi.org/10.14201/eks.22715 Kang, Y. S., & Herr, P. M. (2006). Beauty and the beholder: Toward an inte-
Horton, D., & Wohl, R. (1956). Mass communication and para-social inter- grative model of communication source effects. Journal of Consumer
action: Observations on intimacy at a distance. Psychiatry, 19(3), 215– Research, 33(1), 123–130. https://doi.org/10.1086/504143
229. https://doi.org/10.1080/00332747.1956.11023049 Kanungo, R. N., & Pang, S. (1973). Effects of human models on perceived
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). In C. I. Hovland, I. L. product quality. Journal of Applied Psychology, 57(2), 172–178. https://
Janis, & H. H. Kelley (Eds.), Communication and persuasion; psychologi- doi.org/10.1037/h0037042
cal studies of opinion change. Yale University Press. Kemp, S. (2021). Digital 2021: Pakistan. Hoothsuite, pp. 1–11. https://
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on datareportal.com/reports/digital-2021-pakistan
communication effectiveness the influence of source credibility on Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’
communication effectiveness. Public Opinion Quarterly, 15(4), 635– and the rise of social media influencers. Celebrity Studies, 8(2), 191–
650. https://doi.org/10.1086/266350 208. https://doi.org/10.1080/19392397.2016.1218292
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engage- Khan, Y., Hameed, I., & Akram, U. (2022). What drives attitude, pur-
ment through online social influencers: An empirical investigation of chase intention and consumer buying behavior toward organic
sponsored blogging campaigns. Journal of Marketing, 83(5), 78–96. food? A self-determination theory and theory of planned behavior
https://doi.org/10.1177/0022242919854374 perspective. British Food Journal. https://doi.org/10.1108/BFJ-07-
Hund, E. D. (2019). The influencer industry: Constructing and commodifying 2022-0564
authenticity on social media. University of Pennsylvania. Ki, C. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer market-
Hurwitz, O. (2021). Techfluencers: The new breed of social media influen- ing: Social media influencers as human brands attaching to followers
cers. Forbes, pp. 1–4. https://forbes.co.il/e/techfluencers-social- and yielding positive marketing results by fulfilling needs. Journal of
media-trend/ Retailing and Consumer Services, 55(2), 102–133. https://doi.org/10.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship 1016/j.jretconser.2020.102133
between digital celebrities and their followers on followers' purchase Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of
and electronic word-of-mouth intentions, and persuasion knowledge. influencer marketing on social media. Journal of Business Research,
Computers in Human Behavior, 87(2), 155–173. https://doi.org/10. 134(3), 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
1016/j.chb.2018.05.029 Kock, F., Berbekova, A., & Assaf, A. G. (2021). Understanding and manag-
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of ing the threat of common method bias: Detection, prevention and
characteristics of source credibility on consumer behaviour: A meta- control. Tourism Management, 86, 104330. https://doi.org/10.1016/j.
analysis. Journal of Retailing and Consumer Services, 53(3), 1–9. https:// tourman.2021.104330
doi.org/10.1016/j.jretconser.2019.01.005 Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity
Jahangir, R. (2020). Tech giants threaten to leave Pakistan if social media assessment approach. International Journal of E-Collaboration, 11(4),
rules stay. Dawn, pp. 1–4. https://www.dawn.com/news/1591357 1–10.
Javed, B. K. (2020a). How much can you make as a social media influencer Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in
in Pakistan? Profits, pp. 1–6. https://profit.pakistantoday.com.pk/ variance-based SEM: An illustration and recommendations. Journal of
2020/12/20/how-much-can-you-make-as-a-social-media-influencer- the Association for Information Systems, 13(7), 546–580.
in-pakistan/ Leite, F. P., & Baptista, P. d. P. (2021). The effects of social media influen-
Javed, B. K. (2020b). Why are advertisers in Pakistan experimenting with cers' self-disclosure on behavioral intentions: The role of source credi-
influencer marketing? Profits, pp. 1–4. https://profit.pakistantoday. bility, parasocial relationships, and brand trust. Journal of Marketing
com.pk/2020/07/26/why-are-advertisers-in-pakistan-experimenting- Theory and Practice, 30(3), 295–311. https://doi.org/10.1080/
with-influencer-marketing/ 10696679.2021.1935275
Javed, B. K. (2021). Daraz and GroupM are about to disrupt the $25 mil- Liebers, N., & Schramm, H. (2019). Parasocial interactions and relation-
lion influencer space. Profits, pp. 1–3. https://profit.pakistantoday. ships with media characters—An inventory of 60 years of research.
com.pk/2021/04/18/daraz-and-groupm-are-about-to-disrupt-the-25- Communication Research Trends, 38(2), 4–31.
million-influencer-space/ Lim, J. S., Choe, M. J., Zhang, J., & Noh, G. Y. (2020). The role of wishful
Jin, H., Lin, Z., & McLeay, F. (2020). Negative emotions, positive actions: identification, emotional engagement, and parasocial relationships in
Food safety and consumer intentions to purchase ethical food in repeated viewing of live-streaming games: A social cognitive theory
China. Food Quality and Preference, 85(2), 90–100. https://doi.org/10. perspective. Computers in Human Behavior, 108(2), 10–27. https://doi.
1016/j.foodqual.2020.103981 org/10.1016/j.chb.2020.106327
Jin, S.-A. A., & Park, N. (2009). Parasocial interaction with my avatar: Lim, X. J., Radzol, A. R. M., Cheah, J., & Wong, M. W. (2017). The impact of
Effects of interdependent self-construal and the mediating role of self- social media influencers on purchase intention and the mediation
1430 ASHRAF ET AL.
effect of customer attitude. Asian Journal of Business Research, 7(2), Qamar, H. (2022). Top Pakistani influencers you need to know about.
19–36. https://doi.org/10.14707/ajbr.170035 Grnnana Blog, pp. 1–15. https://www.graana.com/blog/top-pakistani-
Lin, X., Featherman, M., Brooks, S. L., & Hajli, N. (2019). Exploring gender influencers-you-need-to-know-about/
differences in online consumer purchase decision making: An online Qureshi, O. (2021). The cost of influence. T-Magazine, pp. 1–4. https://
product presentation perspective. Information Systems Frontiers, 21(5), tribune.com.pk/story/2307244/the-cost-of-influence
1187–1201. https://doi.org/10.1007/s10796-018-9831-1 Rafique, S., Khan, N. R., Soomro, S. A., & Masood, F. (2022). Linking LMX
Liu, M. T., & Brock, J. L. (2011). Selecting a female athlete endorser in and schedule flexibility with employee innovative work behaviors:
China: The effect of attractiveness, match-up, and consumer gender Mediating role of employee empowerment and response to change.
difference. European Journal of Marketing, 45(7), 1214–1235. https:// Journal of Economic and Administrative Sciences. https://doi.org/10.
doi.org/10.1108/03090561111137688 1108/JEAS-11-2021-0238
Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicat- Rai, J. S., Yousaf, A., Itani, M. N., & Singh, A. (2021). Sports celebrity per-
ing the roles of influencer content, credibility, and parental mediation sonality and purchase intention: The role of endorser-brand congru-
in adolescents' parasocial relationship, materialism, and purchase ence, brand credibility and brand image transfer. Sport, Business and
intentions. Frontiers in Psychology, 10(2), 256–276. https://doi.org/10. Management: An International Journal, 11(3), 340–361. https://doi.org/
3389/fpsyg.2019.02567 10.1108/SBM-06-2020-0062
Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You
product congruency: A schema theory interpretation. Psychology & really are a great big sister’—Parasocial relationships, credibility, and
Marketing, 11(5), 417–445. https://doi.org/10.1002/mar.4220110502 the moderating role of audience comments in influencer marketing.
Majewski, G., Usoro, A., & Khan, I. (2011). Knowledge sharing in immersive Journal of Marketing Management, 36(3), 279–298. https://doi.org/10.
virtual communities of practice. Vine, 41(1), 41–62. https://doi.org/10. 1080/0267257X.2019.1708781
1108/03055721111115548 Saifi, S. (2021). Pakistan bans TikTok again. CNN Business, pp. 1–3. https://
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes edition.cnn.com/2021/03/12/tech/tiktok-pakistan-ban-intl-hnk/
on purchase intentions in social media influencer marketing: Mediat- index.html
ing roles of characterizations. Technological Forecasting and Social Sarstedt, M., Hair, J. F., & Cheah, J. H. (2019). How to specify, estimate,
Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021. and validate higher-order constructs in PLS-SEM. Australasian Market-
121246 ing Journal, 27(3), 197–211. https://doi.org/10.1016/j.ausmj.2019.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations 05.003
of the endorsement process. Journal of Consumer Research, 16(3), 310. Schiappa, E., Allen, M., & Gregg, P. B. (2007). Parasocial relationships and
McGuire, W. J. (1985). Attitudes and attitude change. In G. Lindzey (Ed.), television: A meta-analysis of the effects. In R. W. Preiss, N. Burrell, &
The handbook of social psychology (3rd ed.). Random House. B. M. Gayle (Eds.), Mass media effects research: Advances through meta-
Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The analysis. Lawrence Erlbaum.
impact of UGC source credibility on eWOM and purchase intention. Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser
Journal of Research in Interactive Marketing, 15(3), 441–459. https:// research: Support for a comprehensive celebrity endorsement strategy
doi.org/10.1108/JRIM-04-2020-0072 framework. Psychology & Marketing, 37(3), 488–505. https://doi.org/
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer 10.1002/mar.21315
endorser and advertising effectiveness. Journal of Consumer Marketing, Shah, Z., Olya, H., & Monkhouse, L. L. (2022). Developing strategies for
33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221 international celebrity branding: A comparative analysis between
Munsch, A. (2021). Millennial and generation Z digital marketing communi- Western and south Asian cultures. International Marketing Review, 40,
cation and advertising effectiveness: A qualitative exploration. Journal 102–126. https://doi.org/10.1108/IMR-08-2021-0261
of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/ Sheeraz, M. I., Ungku Ahmad, U. N., Ishaq, M. I., Sarfraz, M., & Md Nor, K.
10.1080/21639159.2020.1808812 (2021). The research on organizational justice in Scopus indexed jour-
Ohanian, R. (1990). Construction and validation of a scale to measure nals: A bibliometric analysis of seven decades. Frontiers in Psychology,
celebrity endorsers' perceived expertise, trustworthiness, and attrac- 12(2), 1–18. https://doi.org/10.3389/fpsyg.2021.647845
tiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/ Singh, M. (2020). Google, Facebook and Twitter threaten to leave Pakistan
00913367.1990.10673191 over censorship law. TechCrunch, pp. 1–4. https://techcrunch.com/
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact 2020/11/20/google-facebook-and-twitter-threaten-to-leave-pakistan-
of celebrity endorsement on consumer purchase intention: An emerg- over-censorship-law/?guccounter=1&guce_referrer=aHR0cHM6Ly93
ing market perspective. Journal of Marketing Theory and Practice, 27(1), d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAMr6JO022wmVV
103–121. https://doi.org/10.1080/10696679.2018.1534070 0ZOfoftSy6szZWixQwkEidVz7R7BncwTVT5WttSXHHuylcv_UMp
Özbölük, T., & Akdogan, K. (2022). The role of online source credibility and Singh, M. (2021). Pakistan bans TikTok again over ‘immoral and objection-
influencer identification on consumers' purchase decisions. Interna- able’ videos. TechCrunch, pp. 1–4. https://techcrunch.com/2021/03/11/
tional Journal of Internet Marketing and Advertising, 16(1–2), 165–185. pakistan-blocks-tiktok-again-over-immoral-and-objectionable-videos/
Platow, M. J., Mills, D., & Morrison, D. (2000). The effects of social con- Sohn, S., Karampournioti, E., Wiedmann, K., & Fritz, W. (2021). The
text, source fairness, and perceived self-source similarity on social sources of the many faces of consumer smartphone attachment: A
influence: A self-categorisation analysis. European Journal of Social Psy- value-in-use perspective. International Journal of Consumer Studies,
chology, 30(1), 69–81. https://doi.org/10.1002/(SICI)1099-0992 1–14, 1399–1412. https://doi.org/10.1111/ijcs.12765
(200001/02)30:1<69::AID-EJSP980>3.0.CO;2-R Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote
Plotnik, R., & Kouyoumdjian, H. (2013). Introduction to psychology (9th ed.). it, why should I buy? How credibility and parasocial interaction influ-
Cengage Learning. ence purchase intentions. Journal of Retailing and Consumer Services,
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical 53(2), 20–36. https://doi.org/10.1016/j.jretconser.2019.01.011
review of five decades' evidence. Journal of Applied Social Psychology, Sokolova, K., & Perez, C. (2021). You follow fitness influencers on You-
34(2), 243–281. https://doi.org/10.1111/j.1559-1816.2004. Tube. But do you actually exercise? How parasocial relationships, and
tb02547.x watching fitness influencers, relate to intentions to exercise. Journal of
Privateer, P. (2021). Inside the realm of tech influencers. Product Managers, Retailing and Consumer Services, 58(1), 102–113. https://doi.org/10.
pp. 1–8. www.toptal.com/product-managers/it/tech-influencers 1016/j.jretconser.2020.102276
ASHRAF ET AL. 1431
Stokburger-Sauer, N. E., & Teichmann, K. (2013). Is luxury just a female Wilson, E. J. (1987). Source effects in persuasion experiments: A meta-
thing? The role of gender in luxury brand consumption. Journal of Busi- analysis. In M. Wallendorf & P. Anderson (Eds.), North American
ness Research, 66(7), 889–896. https://doi.org/10.1016/j.jbusres. advances in consumer research (Vol. 14, pp. 577–590). Association for
2011.12.007 Consumer Research.
Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. (2010). Do males and Wilson, E. J., & Sherrell, D. L. (1993). Source effects in communication and
females think in the same way? An empirical investigation on the gender persuasion research: A meta-analysis of effect size. Journal of the
differences in web advertising evaluation. Computers in Human Behavior, Academy of Marketing Science, 21(2), 101–112. https://doi.org/10.
26(6), 1614–1624. https://doi.org/10.1016/j.chb.2010.06.009 1007/BF02894421
Swant, M. (2016). Twitter says users now trust influencers nearly as much Winterich, K. P., Gangwar, M., & Grewal, R. (2018). When celebrities
as their friends. Ad Week. www.adweek.com/digital/twitter-says- count: Power distance beliefs and celebrity endorsements. Journal of
users-now-trust-influencers-nearly-much-their-friends-171367/ Marketing, 82(3), 70–86. https://doi.org/10.1509/jm.16.0169
Tafesse, W., & Wood, B. P. (2021). Followers' engagement with instagram Wu, P. C. S., & Wang, Y. (2011). The influences of electronic word-of-
influencers: The role of influencers' content and engagement strategy. mouth message appeal and message source credibility on brand atti-
Journal of Retailing and Consumer Services, 50(1), 11–25. https://doi. tude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448–472.
org/10.1016/j.jretconser.2020.102303 https://doi.org/10.1108/13555851111165020
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube
Understanding the relationships between social media influencers and influencer marketing credibility: A heuristic-systematic model. Journal
their followers: The moderating role of closeness. Journal of Product of Media Business Studies, 15(3), 188–213. https://doi.org/10.1080/
and Brand Management, 29(6), 767–782. https://doi.org/10.1108/ 16522354.2018.1501146
JPBM-03-2019-2292 Yang, Y., & Ha, L. (2021). Why people use TikTok (Douyin) and how their
Tandon, A., Kaur, P., Dhir, A., & Mäntymäki, M. (2020). Sleepless due to purchase intentions are affected by social media influencers in China:
social media? Investigating problematic sleep due to social media and A uses and gratifications and parasocial relationship perspective. Jour-
social media sleep hygiene. Computers in Human Behavior, 113, nal of Interactive Advertising, 297–305, 297–305. https://doi.org/10.
106487. https://doi.org/10.1016/j.chb.2020.106487 1080/15252019.2021.1995544
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attrac- Yılmazdog an, O. C., Dog an, R. Ş., & Altıntaş, E. (2021). The impact of the
tiveness, expertise, and the role of fit on brand attitude, purchase source credibility of Instagram influencers on travel intention: The
intent and brand beliefs. Journal of Advertising, 29(3), 1–13. https:// mediating role of parasocial interaction. Journal of Vacation Marketing,
doi.org/10.1080/00913367.2000.10673613 37(3), 1–15. https://doi.org/10.1177/1356766721995973
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of neg- Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on
ative celebrity information. Journal of Advertising, 27(1), 67–82. customer equity in the social media context. Journal of Business
https://doi.org/10.1080/00913367.1998.10673543 Research, 69(9), 3795–3803. https://doi.org/10.1016/j.jbusres.2015.
Um, N. (2022). Impact of parasocial interaction, perceived ad message 12.071
authenticity, and match-up between brand and celebrity in evaluation Yuan, S., & Lou, C. (2020). How social media influencers foster relationships
of Instagram celebrity-based brand endorsement. Sustainability, 14(5), with followers: The roles of source credibility and fairness in parasocial
1–9. https://doi.org/10.3390/su14052928 relationship and product interest. Journal of Interactive Advertising, 20(2),
Usoro, A., & Majewski, G. (2011). Intensive knowledge sharing: Finnish 133–147. https://doi.org/10.1080/15252019.2020.1769514
Laurea lab case study. Vine, 41(1), 7–25. https://doi.org/10.1108/ Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attrac-
03055721111115520 tion and parasocial interaction in social shopping websites. Interna-
Uwa, K. L. (2022). Organizational fairness and organizational citizenship tional Journal of Information Management, 51(2), 15–21. https://doi.
behaviour: A study of selected fast food industries in Uyo metropolis, org/10.1016/j.ijinfomgt.2019.102043
Akwa Ibom state, Nigeria. International Journal of Business and Manage- Zheng, X., Luo, J. M., & Shang, Z. (2022). Effect of parasocial relationship
ment Review, 10(2), 33–43. on tourist's destination attitude and visit intention. PLoS One, 17(4),
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media 1–19. https://doi.org/10.1371/journal.pone.0265259
influencer marketing: A systematic review, integrative framework and Zhou, N. (2021). Parasocial relationships in social contexts: Why do players
future research agenda. International Journal of Consumer Studies, view a game character as their child? The International Journal of Com-
45(4), 617–644. https://doi.org/10.1111/ijcs.12647 puter Game Research, 21(2), 1–21.
Waribo, Y., Akintayo, D. I., Osibanjo, A. O., Imhonopi, D., Ibidunni, A. S., &
Fadeyi, O. I. (2020). Examining employees' behavioural outcomes within
the context of organisational justice. Contemporary Social Science, 15(4),
430–445. https://doi.org/10.1080/21582041.2020.1733646 How to cite this article: Ashraf, A., Hameed, I., & Saeed, S. A.
Waris, I., & Hameed, I. (2022). Modeling teachers acceptance of learning (2023). How do social media influencers inspire consumers'
management system in higher education during COVID-19 pandemic: purchase decisions? The mediating role of parasocial
A developing country perspective. Journal of Public Affairs, e2821.
relationships. International Journal of Consumer Studies, 47(4),
https://doi.org/10.1002/pa.2821
Whitehead, J. (1968). Factors of source credibility. Quarterly Journal of 1416–1433. https://doi.org/10.1111/ijcs.12917
Speech, 54(1), 59–63. https://doi.org/10.1080/00335636809382870
1432 ASHRAF ET AL.
APPENDIX A
A.1 | QUESTIONNAIRE ALONG WITH FACTOR LOADING OF ALL ITEMS
Items Factor loading

Attractiveness
I think my selected SMI is good looking. 0.878
I consider my selected SMI is very stylish 0.900
I consider my selected SMI is very attractive 0.885
I think my selected SMI is sexy. 0.814
Expertise
I consider my selected SMI have sufficiently experienced to make assertions about his/her area. 0.897
I consider my selected SMI is an expert on his/her area. 0.882
I feel my selected SMI is competent to make assertions about things she/he good at. 0.889
I feel my selected SMI knows a lot about their areas. 0.875
Trustworthiness
I consider my selected SMI is earnest. 0.802
I feel my selected SMI is truthful. 0.853
I consider my selected SMI is trustworthy. 0.846
I feel my selected SMI is honest. 0.801
Similarity
I can easily identify with my selected SMI. 0.846
My selected SMI and I am lot alike. 0.918
My selected SMI and I have a lot in common. 0.843
Distributive fairness
The information shared by my selected SMI benefits fans like me. 0.818
I think the time I spent on viewing posts of my selected SMI is worth it. 0.800
The information share by selected SMI is useful for me in selecting among alternatives 0.894
Interpersonal fairness
I feel I am treated with dignity by my selected SMI. 0.900
I feel I am treated in a polite manner by my selected SMI. 0.908
I feel I am treated with respect by my selected SMI. 0.935
Procedural fairness
I am able to share my views and feelings with my selected SMI. 0.882
If I disagree with some messages or products posted by my selected SMI then there is a way for me to let him know 0.883
If I want, I am able to influence the conversation or interaction with my selected SMI. 0.887
Informational fairness
Recommendations provided by my selected SMI are based on accurate information. 0.793
My selected SMI is usually candid in his message about product or review to followers like me. 0.843
Recommendations provided by my selected SMI upheld ethical and moral standards. 0.827
Parasocial relationship
My selected SMI makes me feel comfortable, as if I am with a friend. 0.895
I see my selected SMI as a natural, down-to-earth person. 0.934
If my selected SMI starts another social media channel, I will also follow. 0.914
I would like to meet my selected SMI in person. 0.899
If something happens to my selected SMI, I will feel sad. 0.923
My selected SMI would fit in well with my group of friends. 0.929
ASHRAF ET AL. 1433
Items Factor loading

Purchase intention
Brands endorsed by my selected SMI draw my attention easily. 0.680
Brands endorsed by my selected SMI easily come to mind whenever I make a purchase 0.814
If my selected/favourite SMI endorses a brand, I will definitely buy a product. 0.718
I buy a brand because I like the SMI endorsing it. 0.771
I am willing to buy the product promoted by the influencer 0.740
I am happy to buy a brand endorsed by my selected SMI 0.660
AUTHOR BIOGRAPHI ES
Responsibility Journal, Journal of Hospitality and Tourism Insights,
Management of Environmental Quality, Journal of Marketing for
Arif Ashraf is a PhD candidate and holds a Master's degree in
Higher Education, Human Behaviour and Emerging Technologies,
marketing from Middlesex University, London. Have more than
International Journal of Environmental Research and Public
8 years of teaching experience of teaching Bachelor's and Mas-
Health, Environment, Development and Sustainability, Energy
ter's students' core and electives of marketing and research. His
Efficiency, Environmental Science and Pollution Research,
research interest revolves around consumer behaviour, strategic
and so on.
marketing, integrated marketing communication, sustainability,
social media marketing, and influencer marketing. S. Amir Saeed is currently an Associate Professor at the Institute
of Business Management, Karachi. He completed his PhD in 2014
Irfan Hameed holds a PhD degree in marketing. Have over
and is associated with teaching for the last 23 years. He published
13 years of academic and research experience. His area of
13 research articles and was engaged in compilation of different
research is sustainability, consumer behaviour, and management
industry projects. His research interests are in Brand Manage-
issues in implementing sustainable policies. He has been writing
ment, Advertising, and Marketing Strategy.
on sustainable issues for a long time in journals including Social

Ijcs 12917

Uploaded by

Copyright:

Available Formats

You might also like

Ijcs 12917

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Ijcs 12917

Uploaded by

Copyright:

Available Formats

Received: 22 August 2021 Revised: 5 January 2023 Accepted: 13 February 2023

How do social media influencers inspire consumers' purchase

Arif Ashraf 1 | Irfan Hameed 2 | S. Amir Saeed 1

2 | LITERATURE REVIEW sponsorship disclosure by influencers, people often formulate nega-

2.4.3 | Meditating role of PSR

FIGURE 1 Conceptual framework.

TABLE 1 Demographic profile of the respondents. TABLE 2 Reliability and multicollinearity.

Percentage Variables Cronbach's alpha (α) CR VIF

4 | RESULTS AND DISCUSSION

There were three sections of the questionnaire. The first

The convergent validity was ascertained through CR and AVE values

TABLE 4 Fornell–Larcker criterion and correlation.

TABLE 5 Heterotrait–monotrait (HTMT).

gender ! PR ! PI (β = .008 and p = .188). H1d S ! PR 0.097 .037 Yes

Abbreviations: A, Attractiveness; DF, Distributive Fairness; E, Expertise;

interpersonal, procedural, and informational fairness have a positive

A.1 | QUESTIONNAIRE ALONG WITH FACTOR LOADING OF ALL ITEMS

Items Factor loading

Items Factor loading

You might also like