Beyond credibility in Korean beauty influencer persuasion: reframing influencer endorsements through a dual lens of the communication-persuasion matrix and parasocial interaction

Purpose The purpose of this research is to examine how social media influencers reshape endorsement persuasion through emotional intimacy and parasocial relationships, extending beyond traditional credibility-based models. By integrating McGuire’s Communication-Persuasion Matrix (CPM) with Parasocial Interaction (PSI) theory, the study explores the emotional and relational mechanisms driving persuasion between Korean beauty influencers and Taiwanese female followers. Design/methodology/approach This study employed a qualitative design to investigate persuasion dynamics in Taiwan’s K-beauty influencer endorsements, focusing on the CPM and PSI. A purposive sampling strategy recruited four amateur Taiwanese K-beauty YouTubers with Korean cultural experience and 32 female followers aged 20–32, all engaged for over a year. Semi-structured interviews captured participants’ lived experiences, meaning-making and relational dynamics. Rather than statistical generalization, the study aimed for analytical generalization by generating theoretical insights. Findings This study reveals a dual-process mechanism where cognitive persuasion and affective PSI jointly shape influencer-follower dynamics in culturally embedded contexts. Korean beauty influencers leverage credibility cues – attractiveness, authenticity, homophily and culturally resonant self-presentation – aligning K-beauty ideals with Taiwanese values. These inputs foster a recursive cycle of attention, comprehension, desire and purchase, mediated by parasocial bonds and cultural norms like sincerity. Findings extend classical persuasion models by showing how cross-cultural influencers build deeper trust and identification than celebrities. Originality/value This study offers originality by addressing three major gaps in influencer endorsement research: its Western bias, reliance on linear persuasion models, and lack of dual-perspective analysis. By focusing on Taiwanese K-beauty influencers and followers, it demonstrates how cultural values – such as sincerity, relational modesty and aspirational femininity – shape persuasion and parasocial intimacy. Theoretically, it reconceptualizes persuasion by integrating CPM with PSI theory, introducing a dual-process framework that captures both cognitive and affective dynamics in digital contexts. Practically, it highlights the need for culturally responsive strategies, urging marketers to prioritize authenticity, emotional resonance and culturally attuned storytelling to foster consumer loyalty.