IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v24y2026i3p296-317.html

Influence of motivation and vlogger characteristics on information adoption: the mediating role of flow experience

Author

Listed:
  • Neha Zaidi
  • Ajay Kumar
  • Pallavi Tyagi
  • Vandana Ahuja

Abstract

This study investigates the influence of motivation and vlogger characteristics on information adoption through parasocial interaction (PSI) and flow experience. Further, the impact of parasocial interaction on flow experience and information adoption has been studied. The study considers hedonic and utilitarian motivation and four vlogger characteristics (physical attractiveness, expertise, trustworthiness and homophily) as influencing factors of parasocial interaction which leads to information adoption. A sample of 254 respondents was analysed. The result shows that both hedonic and utilitarian motivations have a significant positive influence on parasocial interaction. Moreover, vloggers' attributes, trustworthiness, expertise and homophily significantly influence parasocial interaction. Homophily and expertise are the strongest predictors of parasocial interaction. However, physical attractiveness has shown an insignificant influence on PSI. The study's findings will assist marketers in selecting the most motivational and influential vloggers and in designing suitable content to engage with customers and affect their purchase decisions.

Suggested Citation

  • Neha Zaidi & Ajay Kumar & Pallavi Tyagi & Vandana Ahuja, 2026. "Influence of motivation and vlogger characteristics on information adoption: the mediating role of flow experience," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 24(3), pages 296-317.
    • Handle: RePEc:ids:ijimad:v:24:y:2026:i:3:p:296-317
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=152927
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:24:y:2026:i:3:p:296-317. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.