The Influence of Wanghong, Parasocial Interaction, and Homophily on Consumer Purchase Intention in Social Media Marketing

This study investigates the influence of key psychological factors—parasocial interaction, homophily, and emotional attachment—on consumer purchase intention in the context of social media marketing. Focusing on internet influencers (Wanghong), the research employs a quantitative approach using Structural Equation Modeling (SEM) via SmartPLS 4 to examine the relationships among homophily dimensions (attitude, value, appearance, background), emotional attachment, and purchase behavior. The results based on 300 valid responses reveal that perceived attitude and value similarity significantly enhance both parasocial interaction and emotional attachment, while appearance only affects emotional attachment. Background similarity shows no significant impact. Furthermore, both parasocial interaction and emotional attachment exert positive effects on purchase intention, with parasocial interaction playing a more dominant role. These findings suggest that marketers should prioritize influencer selection based on value and attitudinal alignment rather than demographic similarity or visual appeal. The study offers strategic insights for enhancing consumer engagement and driving purchase decisions in influencer-based marketing campaigns.