Title: Influencer attractiveness, parasocial relationship formation and follower purchase intention: a serial mediating effect

Authors: Sheena Lovia Boateng

Addresses: Department of Marketing and Entrepreneurship, University of Ghana Business School, University of Ghana Business, P.O. Box LG 78, Legon, Accra, Ghana

Abstract: This paper explores the multidimensionality of influencer attractiveness and its impact on marketing outcomes. While influencer attractiveness is recognised as a dimension of influencer credibility, its individual dimensions and their effects on follower purchase intention have not been adequately explored. Addressing this gap, the paper employs the parasocial interaction theory and a survey to examine the influence of different dimensions of influencer attractiveness. The results indicate that the physical and social attractiveness of influencers contributes to the formation of an analogy to a social relationship. However, only social attractiveness directly leads to the development of an emotional connection between influencers and their followers. Furthermore, both emotional connection and analogy to social relationships were found to have a positive impact on follower purchase intention. These findings deepen our understanding of how influencer attractiveness affects the formation of parasocial relationships and influences follower purchase behaviour. Implications of these findings are discussed accordingly.

Keywords: influencer attractiveness; parasocial interaction theory; social media influencers; relationship formation; emotional connection; purchase intention; serial mediation.

DOI: 10.1504/IJEMR.2026.151736

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.2, pp.222 - 241

Received: 01 Jun 2023
Accepted: 06 Aug 2023
Published online: 18 Feb 2026 *

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