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Parasocial bonds drive brand connection: How listener-host parasocial relationships enhance brand advocacy through emotional investment

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  • Sun, Xiao
  • Li, Jing-peng

Abstract

Brands increasingly leverage podcast hosts to drive consumer advocacy, yet the process by which parasocial relationships (PSRs) influence brand advocacy remains underexplored. This study proposes a moderated mediation model where parasocial relationship strength enhances emotional investment in a host's recommendation, which in turn promotes brand advocacy. Through four online experiments, we manipulated relational closeness and found that stronger PSRs consistently increased intentions to recommend, defend, and promote the endorsed brand. Emotional investment fully mediated this effect, while five alternative cognitive pathways were non-significant. Additionally, two moderators emerged: the effect was amplified for listeners with high social connection needs and was stronger for high-involvement products. These findings reveal the emotional mechanism that drives parasocial influence and offer insights for marketers on crafting intimate host interactions and aligning with high-involvement products to maximize advocacy.

Suggested Citation

  • Sun, Xiao & Li, Jing-peng, 2026. "Parasocial bonds drive brand connection: How listener-host parasocial relationships enhance brand advocacy through emotional investment," Journal of Retailing and Consumer Services, Elsevier, vol. 90(C).
    • Handle: RePEc:eee:joreco:v:90:y:2026:i:c:s0969698925004916
    DOI: 10.1016/j.jretconser.2025.104712
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