Beyond the Screen: The Influence of Media Sources on Egyptian Tweens’ Purchase Intentions with the Intervening Role of Para-Social Relationships

The aim of this study is to measure the impact of source influence on tweens' purchase intentions with the mediating role of para-social relationships.After reviewing the literature, the study hypothesized that: There is a positive significant relationship between source influence and para-social relationships; there is a positive significant relationship between para-social relationships and purchase intentions.In order to test these hypotheses, a quantitative research approach was used.Data was collected using an administrated questionnaire.A convenience sampling technique was used.The sample included both male and female pre-teens (9 -13), social media users, educated, and from Alexandria.Once the questionnaires were filled out and collected back, the data was analyzed using the SPSS 20.0 (Statistical Package for Social Science) program.Correlation and Regression analyses were done in order to test the hypotheses.Results indicate that all sub-variables in source influence [similarity, expertise, attractiveness, and trustworthiness] have positive, and significant relationships with PSR; and PSR has a positive, and significant relationship with Purchase intentions.