How Influencer Attractiveness and Expertise Shape Consumer Responses Through Parasocial Interaction and Trust

Influencer marketing research has shown that source-related evaluations matter, yet less is known about how specific influencer cues are translated into consumer responses through differentiated internal psychological states. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study examines how influencer attractiveness and expertise shape consumer responses through parasocial interaction and trust. Attractiveness is conceptualized as a social-affective cue, whereas expertise is conceptualized as a competence-based cue. Parasocial interaction is modeled as a relational organismic state, and trust is modeled as a reliance-oriented organismic state. Survey data were collected from 532 Taiwanese social media users with prior experience following influencers and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that attractiveness positively predicts parasocial interaction, expertise positively predicts trust, and parasocial interaction further contributes to trust. Trust, in turn, positively influences loyalty, purchase intention, and recommendation intention, with the strongest effect observed for recommendation intention. These findings suggest that influencer effectiveness is better understood as a differentiated cue–mechanism–response process rather than as a generalized source-evaluation effect. By distinguishing attractiveness from expertise and by modeling parasocial interaction and trust as conceptually distinct but sequentially connected organismic states, this study provides a more precise S-O-R account of how influencer evaluations are translated into relational, transactional, and advocacy-oriented consumer responses.