Influencer Marketing: Parasocial Interaction and Purchase Intention of Consumers by Influencers on Social Media in Pakistan

Abstract

The surge in Instagram's popularity has given rise to the phenomenon of 'Instagram influencers.' This trend has significantly impacted the business and marketing sectors by profoundly influencing consumers' purchase intentions. The main objective of this research was to investigate the impact of Instagram influencers on consumers' purchase intentions, brand attitudes, and brand loyalty. A quantitative survey approach was employed to collect data, with 404 participants from NUST and COMSAT, selected through non-random sampling and surveyed via email. Data were processed and analyzed in SPSS. The findings revealed that higher levels of parasocial interaction not only directly influenced consumers' purchase intentions but also functioned as a moderator in the relationship between the attractiveness of influencers and the brand loyalty of their followers. Particularly, respondents aged between 18-23 exhibited greater responsiveness to the attractiveness of influencers, significantly influencing their purchase intentions and brand attitudes.