What's behind the Success of Influencer Marketing in e-Commerce Retailing:Investigating the Psychosocial Mechanisms between Influencer-Fans Parasocial Relationship and Fans Purchasing Intention

Posters

Keyword: Consumer Behavior

Abstract: This study aims to explore the psychological mechanisms between the influencer-fans parasocial relationship and fans' purchase intention, and tests a psychosocial model that involves social and self identity, attachment, and emotions in this associations, using structural equation modelling. The results may foster better understanding on influencer marketing.

• Meishun Zhao (Presenting Author)