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

Year 2025, Volume: 33 Issue: 63, 509 - 530

Emre Çolakoğlu , Nur Çağlar Çetinkaya

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

Abstract

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.

Keywords

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

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

Abstract

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.

Keywords

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

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