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Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships

Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships

Nida Tafheem, Hatem El-Gohary, Rana Sobh
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 26
ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781683181552|DOI: 10.4018/IJCRMM.289213
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MLA

Tafheem, Nida, et al. "Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships." IJCRMM vol.13, no.1 2022: pp.1-26. http://doi.org/10.4018/IJCRMM.289213

APA

Tafheem, N., El-Gohary, H., & Sobh, R. (2022). Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-26. http://doi.org/10.4018/IJCRMM.289213

Chicago

Tafheem, Nida, Hatem El-Gohary, and Rana Sobh. "Social Media User-Influencer Congruity: An Analysis of Social Media Platforms Parasocial Relationships," International Journal of Customer Relationship Marketing and Management (IJCRMM) 13, no.1: 1-26. http://doi.org/10.4018/IJCRMM.289213

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Abstract

This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.