How Consumer Self-Concept Shapes Parasocial Bonds with Human Influencers: The Roles of Social Distance and Perceived Authenticity

This study examines the psychological mechanisms through which consumer self-concept dimensions predict relationship formation with human social media influencers. Drawing on parasocial interaction theory and construal level theory, we propose and test an integrative model linking five self-concept antecedents (self-efficacy, self-assertion, social presence, self-esteem, and social conspicuousness) to brand trust and recommendation intentions through two indirect-effect pathways: perceived social distance and parasocial interaction. Perceived influencer authenticity is examined as a boundary condition. Using cross-sectional survey data from 748 South Korean social media users, we employ structural equation modelling to test the proposed relationships. Results indicate that self-concept dimensions demonstrate differential predictive patterns: social conspicuousness emerges as the strongest predictor of both social distance and parasocial interaction, with self-efficacy demonstrating comparably strong associations with the latter pathway. We observe an asymmetric pattern wherein social distance is associated with recommendation intentions but not brand trust, whereas parasocial interaction relates positively to both outcomes. Authenticity moderates four of ten hypothesised relationships. These findings extend parasocial interaction theory by demonstrating how individual difference variables shape technology-mediated relationship formation, while offering practical insights for influencer selection and audience segmentation strategies.