Title: Effects of parasocial relationships on impulse buying, brand trust and personal values: the moderating role of self-discrepancy

Authors: Jenda Mustafa Kasem; Abdulqadir Rahomee Ahmed Aljanabi; Shaso Hemin Mejeed

Addresses: Faculty of Management and Social Sciences, Management Department, Qaiwan International University, Sulaymaniyah, Iraq ' Department of Public Relations and Marketing, Sulaimani Polytechnic University, Sulaymaniyah, Iraq ' Faculty of Management and Social Sciences, Human Resource Development Department, Qaiwan International University, Sulaymaniyah, Iraq

Abstract: The purpose of this study is to investigate the association between parasocial relationships and impulse buying behaviour. Specifically, it examines the potential mediating roles of brand trust and personal values, as well as the moderating roles of self-discrepancy on these proposed relationships. An online self-administered questionnaire was used to collect data from individuals residing in the Kurdistan region of Iraq through. From the distributed questionnaires, 429 were returned and deemed suitable for statistical analysis. Structural equation model (SEM) was utilised to analyse the data and test both measurement and structural models. The findings reveal that the investigated variables have a significant impact on the impulse buying behaviour. Furthermore, self-discrepancy demonstrates a moderating effect on the relationships between parasocial relationships, brand trust and personal values. This research provides consumer behaviour researchers and policymakers with a more comprehensive understanding of the factors that influence impulsive buying decisions.

Keywords: impulse buying; parasocial relationships; brand trust; personal values; self-discrepancy; social identity theory.

DOI: 10.1504/MEJM.2026.155078

Middle East Journal of Management, 2026 Vol.13 No.4, pp.421 - 441

Received: 06 Sep 2024
Accepted: 12 Apr 2025
Published online: 27 Jul 2026 *

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