Özet:

Today, companies cooperate with social media (SM) celebrities to promote their products and services, and this practice is named influencer marketing. Although the importance of parasocial interaction between followers and SM celebrities in the success of influencer marketing has been the subject of several research, there is still a need for research on the basic dynamics and effects underlying the interaction. In this context, the research aims to explore the individual (attachment styles) and situational psychological dynamics (social media addiction and loneliness) that are effective in the development of parasocial interaction, particularly strengthened during the COVID-19 epidemic, effects of parasocial interaction on consumer purchase intentions, and the moderator effects of SM celebrity characteristics (attraction and competency) through these effects. In line with this objective, data were collected from 405 participants via an online questionnaire. Analysis results showed that the parasocial interaction of consumers with SM celebrities affected the purchasing intentions of individuals, and this effect was strengthened by the physical attractiveness of the SM celebrity, unexpectedly weakened by the competency of the celebrities. The effects of certain attachment tendencies and SM addiction have remarked in the formation of parasocial interaction that strengthens the intention to purchase the products, services, or brands recommended by SM celebrities. It is anticipated that the information presented by the research about antecedents and consequences of parasocial interaction will be beneficial to researchers, brand managers, and marketers.

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