Exploring the Influence of Vlogger Attributes on Followers Purchase Intentions: The Moderating Effect of Parasocial Interaction

In contemporary era, the indulgence of vloggers across the industry is increasing to engage the customers with certain brands. Based on previous literature, this research study investigated the moderation of parasocial interaction between vloggers characteristics and consumer purchase intention in context of Pakistan cosmetics sector. The nature of study is deductive and uses a deductive approach. The data was collected from 387 females’ followers of vlogs which is used for analysis. The hypothesis was tested with advanced statistical techniques using SmartPLS and SPSS. The results revealed that endogenous variables (homophily, physical attractiveness and credibility) significantly and positively influence the exogenous variable (purchase intention). The PSI moderates the association among endogenous and exogenous variables. Contrary to expectation, parasocial interaction does not moderate the relationship of vloggers credibility and purchase intention. The study findings are purposeful, and implications provide direction to marketers to make these social media influencers a part of their marketing strategies as it helps them to reach consumers in short span.