The Mediating Effect of Brand Self-Congruence in the Relationship of Parasocial Interaction and Impulsive Buying

Yıl 2025, Cilt: 33 Sayı: 63, 509 - 530

Emre Çolakoğlu , Nur Çağlar Çetinkaya

https://doi.org/10.17233/sosyoekonomi.2025.01.23

Öz

This study aims to examine the relationship between parasocial interaction and impulsive buying. Accordingly, a model was created in which the variables of physical attractiveness, social attractiveness, reliability, and expertise are the antecedents of parasocial interaction, and brand self-congruence is the antecedent of impulsive buying. Data were collected through an online survey with 218 participants selected by convenience sampling. The results of the analysis showed that physical attractiveness, social attractiveness, trustworthiness, and expertise variables have direct and positive effects on parasocial interaction; brand self-congruence has a direct and positive effect on impulsive purchase, while parasocial interaction has no direct impact; and brand self-congruence is a full mediator in the relationship between parasocial interaction and impulsive purchase.

Anahtar Kelimeler

Influencer Marketing, Parasocial Interaction, Impulsive Buying, Brand Self-Congruence, PLS-SEM

Parasosyal Etkileşim ve İmpulsif Satın Alma İlişkisinde Marka Benlik Uyumunun Aracı Etkisi

Öz

Bu çalışmanın amacı, parasosyal etkileşim ve impulsif satın alma arasındaki ilişkinin incelenmesidir. Bu doğrultuda, fiziksel çekicilik, sosyal çekicilik, güvenilirlik ve uzmanlık değişkenlerinin, parasosyal etkileşimin öncülleri olduğu; parasosyal etkileşim ile marka benlik uyumu değişkenlerinin de impulsif satın almanın öncülü olduğu bir model oluşturulmuştur. Kolayda örneklem yöntemiyle belirlenen 218 katılımcıyla online anket yöntemiyle veri toplanmıştır. Analiz bulguları, fiziksel çekicilik, sosyal çekicilik, güvenilirlik ve uzmanlık değişkenlerinin parasosyal etkileşim üzerinde doğrudan ve pozitif etkisi olduğu; impulsif satın almayı, marka benlik uyumu doğrudan ve pozitif etkilerken, parasosyal etkileşimin doğrudan etkisinin olmadığı; parasosyal etkileşim ve impulsif satın alma arasındaki ilişkide marka benlik uyumunun tam aracı olduğunu göstermiştir.

Anahtar Kelimeler

Fenomen Pazarlama, Parasosyal Etkileşim, İmpulsif Satın Alma, Marka Benlik Uyumu, PLS-YEM

Kaynakça

• Aaker, J.L. (1999), “The malleable self: The role of self-expression in persuasion”, Journal of Marketing Research, 36(1), 45-57.
• Akdeniz, P.C. & K. Uyar (2021), “Tüketicilerin satın alma niyetlerinde sosyal medya fenomenleri ile kurulan parasosyal etkilerşimin rolü”, Erciyes Akademi, 35(4), 1669-1688.
• Arda, S. (2006), “Predictors of parasocial interaction with the favorite and the least desirable characters portrayed in TV serials”, Yüksek Lisans Tezi, Ankara: ODTÜ Sosyal Bilimler Enstitüsü.
• Arora, A. et al. (2019), “Measuring social media influencer index-insights from Facebook, Twitter and Instagram”, Journal of Retailing and Consumer Services, 49, 86-101.
• Avcı, İ. & E. Yıldız (2019), “Fenomenlerin güvenilirlik, çekicilik ve uzmanlık özelliklerinin marka tutumu, satın alma niyeti ve elektronik kulaktan kulağa pazarlama üzerindeki etkileri: Instagram örneği”, Kocaeli Üniversitesi Sosyal Bilimler Dergisi, 38, 85-107.
• Babin, B.J. et al. (1994), “Work and/or fun: Measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, 20(4), 644-656.
• Ballantine, P.W. & B.A.S. Martin (2005), “Forming parasocial relationships in online communities”, Advances in Consumer Research, 32, 197-201.
• Belk, R.W. (1988), “Possessions and the extended self”, Journal of Consumer Research, 15(2), 139-168.
• Bessouh, N. & D.O. Belkhir (2018), “The effect of mood on impulse buying behavior-case of Algerian buyers”, The International Journal of Business & Management, 2(1), 1023.
• Beyaz, R. (2022), “Influencer güvenilirliği, dürtüsel satın alma ve alışveriş sonrası pişmanlık davranışı arasındaki ilişkinin incelenmesi”, Bingöl Sosyal Bilimler Enstitüsü Dergisi, 24, 589-606.
• Bhattacharya, A. (2022), “Parasocial interaction in social media influencer-based marketing: An SEM approach”, Journal of Internet Commerce, 22(2), 272-292.
• Borchers, N.S. (2019), “Social media influencers in strategic communication”, International Journal of Strategic Communication, 13(4), 255-260.
• Brown, W.J. & M.A. de Matviuk (2010), “Sports celebrities and public health: Diego Maradona’s influence on drug use prevention”, Journal of Health Communication, 15(4), 358-373.
• Chan, T.K. et al. (2017), “The state of online impulse-buying research: A literature analysis”, Information & Management, 54(2), 204-217.
• Chen, T.Y. et al. (2021), “The impact of internet celebrity characteristics on followers’ impulse purchase behavior: The mediation of attachment and parasocial interaction”, Journal of Research in Interactive Marketing, 15(3), 483-501.
• Chung, S. & H. Cho (2017), “Fostering para-social relationships with celebrities on social media: Implications for celebrity endorsement”, Psychology & Marketing, 34(4), 481-495.
• Clover, V.T. (1950), “Relative importance of impulse-buying in retail stores”, Journal of Marketing, 15(1), 66-70.
• Cohen, J. (1999), “Favorite characters of teenage viewers of Israeli serials”, Journal of Broadcasting & Electronic Media, 43(3), 327-345.
• Ekinci, Y. et al. (2013), “Symbolic consumption of tourism destination brands”, Journal of Business Research, 66(6), 711-718.
• Escalas, J.E. & J.R. Bettman (2003), “You are what they eat: The influence of reference groups on consumers’ connections to brands”, Journal of Consumer Psychology, 13(3), 339-348.
• Eyal, K. & A.M. Rubin (2003), “Viewer aggression and homophily, identification, and parasocial relationships with television characters”, Journal of Broadcasting & Electronic Media, 47(1), 77-98.
• Freeman, J. & F. Dardis (2022), “Kidfluencing: The role of calls to action, logo presence, and disclosure modality on parental appraisals”, Journal of Current Issues & Research in Advertising, 43(3), 256-273.
• Giles, D.C. (2002), “Parasocial interaction: A review of the literature and a model for future research”, Media Psychology, 4(3), 279-305.
• Grzeskowiak, S. & M.J. Sirgy (2007), “Consumer well-being (CWB): The effects of self-image congruence, brand-community belongingness, brand loyalty, and consumption recency”, Applied Research in Quality of Life, 2, 289-304.
• Gümüş, N. vd. (2021), “Sosyal medya fenomenleri ile kurulan parasosyal etkileşimin online tüketici davranışlarına etkisi”, Iğdır Üniversitesi Sosyal Bilimler Dergisi, (25), 752-773.
• Hair, J.F. et al. (2019), “When to use and how to report the results of PLS-SEM”, European Business Review, 31, 2-24.
• Hair, J.F. et al. (2022), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed., SAGE Publications, Inc.
• Hoffner, C. (1996), “Children’s wishful identification and parasocial interaction with favorite television characters”, Journal of Broadcasting & Electronic Media, 40(3), 389-402.
• Hung, K. & J.F. Petrick (2011), “The role of self-and functional congruity in cruising ıntentions”, Journal of Travel Research, 50(1), 100-112.
• Hung, K. et al. (2011), “Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach”, Journal of Advertising Research, 51(4), 608-623.
• Jiménez-Castillo, D. & R. Sánchez-Fernández (2019), “The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention”, International Journal of Information Management, 49, 366-376.
• Jin, S.V. et al. (2019), “Instafamous and social media influencer marketing”, Marketing Intelligence & Planning, 37(5), 567-579.
• Johar, J.S. & M.J. Sirgy (1991), “Value-expressive versus utilitarian advertising appeals: When and why to use which appeal”, Journal of Advertising, 20(3), 23-33.
• Karataş, G. vd. (2022), “Fenomen pazarlamasında tüketici satın alma niyetine etki eden faktörler: parasosyal etkileşimin etkileri ve öncülleri”, Journal of Research Business, 7(2), 515-541.
• Kemp, A. et al. (2018), “The matchmaking activity: An experiential learning exercise on influencer marketing for the digital marketing classroom”, Journal of Marketing Education, 41(2), 141-153.
• Kim, D.Y. & H.Y. Kim (2021), “Trust me, trust me not: A nuanced view of influencer marketing on social media”, Journal of Business Research, 134, 223-232.
• Kim, M.S. & H.M. Kim (2017), “The effect of online follower community attributes on the loyalty and cooperation of follower community members: The moderating role of connect hour”, Computers in Human Behavior, 68, 232-243.
• Klimmt, C. et al. (2006), “Parasocial interactions and relationships”, in: J. Bryant & P. Vorderer (eds), Psychology of Entertainment, New York, Routledge.
• Kumar, A. et al. (2009), “Indian consumers’ purchase behavior toward US versus local brands”, International Journal of Retail & Distribution Management, 37(6), 510-526.
• Lee, J.E. & B. Watkins (2016), “YouTube vloggers’ influence on consumer luxury brand perceptions and intentions”, Journal of Business Research, 69(12), 5753-5760.
• Lee, Y. & C. Gan (2020), “Applications of SOR and para-social interactions (PSI) towards impulse buying: The Malaysian perspective”, Journal of Marketing Analytics, 8, 85-98.
• Lerner, J.S. et al. (2015), “Emotion and decision making”, Annual Review of Psychology, 66, 799-823.
• Lin, S.W. & L.Y.S. Lo (2016), “Evoking online consumer impulse buying through virtual layout schemes”, Behaviour & Information Technology, 35(1), 38-56.
• Litvin, S.W. et al. (2008), “Electronic word-of-mouth in hospitality and tourism management”, Tourism Management, 29(3), 458-468.
• Liu, M.T. et al. (2019), “Vlog and brand evaluations: the influence of parasocial interaction”, Asia Pacific Journal of Marketing and Logistics, 31(2), 419-436.
• Liu, Y. & J. Sutanto (2012), “Buyers’ purchasing time and herd behavior on deal-of-the-day groupbuying websites”, Electronic Markets, 22, 83-93.
• Lou, C. & S. Yuan (2019), “Influencer marketing: How message value and credibility affect consumer trust of branded content on social media”, Journal of Interactive Advertising, 19(1), 58-73.
• Makmor, N. et al. (2024), “Impact of para-social interaction on impulsive buying through live-streaming shopping website”, Environment and Social Psychology, 9(5), 1-10.
• Malär, L. et al. (2011), “Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self”, Journal of Marketing, 75(4), 35-52.
• Munnukka, J. et al. (2016), “Credibility of a peer endorser and advertising effectiveness”, Journal of Consumer Marketing, 33(3), 182-192.
• Ostrovskiy, A. et al. (2021), “Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan”, The Service Industries Journal, 41(7-8), 527-552.
• Özden, A.T. (2021), “Tüketicilerin benlik kurgusu ve anlık satın alma eğilimi arasındaki ilişki”, Uluslararası Yönetim İktisat ve İşletme Dergisi, 17(2), 483-505.
• Pfeuffer, A. et al. (2021), “The effect of sponsorship disclosure in YouTube product reviews”, Journal of Current Issues & Research in Advertising, 42(4), 391-410.
• Rasmussen, L. (2018), “Parasocial interaction in the digital age: An examination of relationship building and the effectiveness of YouTube celebrities”, The Journal of Social Media in Society, 7(1), 280-294.
• Ridgway, N.M. et al. (2008), “An expanded conceptualization and a new measure of compulsive buying”, Journal of Consumer Research, 35(4), 622-639.
• Ringle, C.M. et al. (2024), SmartPLS 4, Bönningstedt: SmartPLS <https://www.smartpls.com>, 02.03.2024.
• Roe, D. & J. Bruwer (2017), “Self-concept, product involvement and consumption occasions: exploring fine wine consumer behaviour”, British Food Journal, 119(6), 1362-1377.
• Rook, D.W. & M.P. Gardner (1993), “In the mood: Impulse buying’s affective antecedents”, Research in Consumer Behaviour, 6(7), 1-28.
• Rook, D.W. (1987), “The buying impulse”, The Journal of Consumer Research, 14(2), 189-199.
• Rubin, A.M. et al. (1985), “Loneliness, Parasocial Interaction, and Local Television News Viewing”, Human Communication Research, 12(2), 155-180.
• Rubin, R.B. & M.P. McHugh (1987), “Development of parasocial interaction relationships”, Journal of Broadcasting & Electronic Media, 31(3), 279-292.
• Sarwar, M.A. et al. (2023), “An investigation of precursors of online impulse buying and its effects on purchase regret: Role of consumer innovation”, International Journal of Innovation Science, 16(5), 877-894.
• Schmid, H. & C. Klimmt (2011), “A magically nice guy: Parasocial relationships with Harry Potter across different cultures”, International Communication Gazette, 73(3), 252-269.
• Sokolova, K. & H. Kefi (2020), “Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions”, Journal of Retailing and Consumer Services, 53,101742.
• Stephens, D.L. et al. (1996), “Enhancing the consumer-product relationship: Lessons from the QVC home shopping channel”, Journal of Business Research, 37(3),193-200.
• Şenbabaoğlu-Danacı, E. (2024), “Sosyal medyada parasosyal etkileşim ve algılanan güvenilirliğin tüketicilerin satın alma niyetine etkisinde homofilinin rolü”, Pazarlama vee Pazarlama Araştırmaları Dergisi, 17(1), 39-76.
• Tektaş, Ö.Ö. & B. Uğur (2018), “Benlik uyumu ve fonksiyonel uyumun tüketici-marka bağı üzerindeki etkisi: cep telefonu kullanıcıları üzerine bir çalışma”, Pazarlama ve Pazarlama Araştırmaları Dergisi, (22), 249-272.
• Till, B.D. & M. Busler (2000), “The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude purchase intent and brand beliefs”, Journal of Advertising, 29(3), 1-13.
• Todd, S. (2001), “Self‐concept: A tourism application”, Journal of Consumer Behaviour, 1(2), 184-196.
• Tseng, S. & B.J. Fogg (1999), “Credibility and Computing Technology”, Communications of The ACM, 42(5), 39-44.
• Turner, J.R. (1993), “Interpersonal and psychological predictors of parasocial ınteraction with different television performers”, Communication Quarterly, 41(3), 443-453.
• Vrontis, D. et al. (2021), “Social media influencer marketing: a systematic review, integrative framework and future research agenda”, International Journal of Consumer Studies, 45(4), 617-644.
• Weismueller, J. et al. (2020), “Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media”, Australasian Marketing Journal, 28(4), 160-170.
• Xiang, L. et al. (2016), “Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction”, International Journal of Information Management, 36, 333-347.
• Yıldız, E. (2020), SmartPLS ile yapısal eşitlik modellemesi reflektif ve formatif yapılar, Seçkin Yayıncılık.
• Yılmazdoğan, O.C. et al. (2021), “The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction”, Journal of Vacation Marketing, 27(3), 299-313.
• Yuan, C.L. et al. (2016), “Parasocial relationship effects on customer equity in the social media context”, Journal of Business Research, 69(9), 3795-3803.
• Yuan, S. & C. Lou (2019), “How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest”, Journal of Interactive Advertising, 20(2), 133-147.
• Yue, X. et al. (2023), “The impact of celebrity endorsement on followers’ impulse purchasing”, Journal of Promotion Management, 29(3), 338-358.
• Zak, S. & M. Hasprova (2020), “The role of influencers in the consumer decision-making process”, SHS Web of Conferences, 74, 03014.