The role of parasocial relationships and social media interaction in shaping relational quality: exploring the mediating effect of brand connection and the moderating power of influencers

This research discusses the phenomenon of relational quality in the context of social media usage, where social media influencers play an important role as a strategic tool to build relationships with consumers. The focus of the research is on the relationship between millennial consumers, marketing activities on social media and social media influencers, moreover, how relational quality can be formed in the context of today’s rampant use of social media. The close relationship between millennials, social media and social media influencers is identified as a key factor that can shape relational quality. This research also explores the role of parasocial relationships in shaping relational quality, considering the imaginary relationship that may be created between consumers and influencers and their positive impact on brands used by an influencer. Then, this concept is also linked to the formation of brand connection in shaping relational quality. This study will analyze whether the parasocial relationship between millennial consumers and influencers can influence the formation of relational quality, considering the mediation by brand connection. Data from 253 respondents, collected through on online survey, were used to test te hypotheses using the SEM-PLS method. The results of the study show that social media interactions with influencers, and parasocial relationships built by influencers in skin care products have a significant influence on the formation of branch connections and relational quality, both directly and indirectly.