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The interplay of parasocial interaction, source credibility and homophily for influencer marketing success in the Middle East
Journal of Cultural Marketing Strategy,
9
(1),
34-44
(2024)
Abstract
While there are many studies on social media influencers, research that considers cultural contexts is rare. This paper aims to fill this research gap by analysing the success factors of influencer marketing in the unique environment of women in the Middle Eastern beauty market. Data were collected via an online survey (n = 892). Partial least square structural equation modelling (PLS-PM) was conducted to test hypotheses. The findings reveal significant positive relationships between parasocial interaction and purchase intention, indicating that Middle Eastern women who engage in parasocial interaction with influencers demonstrate a higher intention to purchase. The results also support direct positive effects of perceived source credibility and homophily on purchase intention. Furthermore, source credibility moderates the relationship between parasocial interaction and purchase intention. This paper presents theoretical and practical implications which have been derived from the study.
Keywords: parasocial interaction; source credibility; homophily; Middle East; beauty industry; influencer marketing
The full article is available to subscribers to the journal.
Author's Biography
Malak Al-Ahmad holds a master’s degree in brand management from Macromedia University of Applied Sciences. Her research interests encompass influencer marketing and brand partnerships as well as cross-cultural branding. She has also gained practical experience by working as a marketing professional at a software startup as well as in user interface design for Lufthansa Technik.
Christian Rudeloff is a Professor of Media and Brand Management at the Macromedia University of Applied Sciences. He received his PhD from the University of Hamburg. His current research interests include brand management, strategic communication and entrepreneurship. Prior to his academic career, he worked for several years as a senior communications consultant and corporate communications manager.
Johann Bronstein is Professor of Business Management at Macromedia University of Applied Sciences. He has several years of academic and practical experience as a university lecturer, business consultant and researcher in higher education, as well as various strategic management and international activities for global companies including Henkel and L’Oréal, in Germany, Spain and Venezuela.
