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Investigating the Role of Parasocial Relationships in Influencer Marketing: A Malaysian Perspective

In: Business and Sustainable Development in a Globalized and Digitalized Era

Author

Listed:
  • Kaukab Abid Azhar

    (Universiti Kebangsaan Malaysia, Faculty of Economics and Management)

  • Che Aniza Che Wel

    (Universiti Kebangsaan Malaysia, Faculty of Economics and Management)

  • Siti Ngayesah Ab. Hamid

    (Universiti Kebangsaan Malaysia, Faculty of Economics and Management)

Abstract

This study investigates how parasocial relationships with social media influencers shape consumer evaluations of endorsed brands. Guided by balance theory, the research develops and tests a structural model in which self-disclosure, physical attractiveness, social attractiveness, and task attractiveness function as antecedents of parasocial relationship formation, which subsequently influences brand attitude. Data were obtained through an online survey of 333 followers of YouTube influencers in Malaysia and analysed using partial least squares structural equation modelling. The results indicate that parasocial relationships exert a positive effect on brand attitude. Social attractiveness emerged as the most influential antecedent, followed by physical attractiveness and self-disclosure, whereas task attractiveness was not significant. The study contributes to the extension of parasocial relationship and balance theory within influencer marketing in a South Asian context and offers evidence-based insights for strategic influencer selection.

Suggested Citation

  • Kaukab Abid Azhar & Che Aniza Che Wel & Siti Ngayesah Ab. Hamid, 2026. "Investigating the Role of Parasocial Relationships in Influencer Marketing: A Malaysian Perspective," Springer Proceedings in Business and Economics, in: Zafar U. Ahmed & Nhat Tan Pham (ed.), Business and Sustainable Development in a Globalized and Digitalized Era, pages 553-573, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-29346-6_27
    DOI: 10.1007/978-3-032-29346-6_27
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