From Fans To Fit - The Influence Of Parasocial Relationships On Brand-User Imagery Fit

Prof. Kedar Dunakhe; Prof. Dr. Chetan Panse

doi:10.29284/ga651p45

Authors

Prof. Kedar Dunakhe Ph.D. Scholar ,Symbiosis Institute of Business Management, Pune Symbiosis International (Deemed) University Pune - 412115, India
Prof. Dr. Chetan Panse Associate Professor, Symbiosis Institute of Business Management, Pune Symbiosis International (Deemed) University Pune - 412115, India Corresponding Author: Prof. Kedar Dunakhe

DOI:

https://doi.org/10.29284/ga651p45

Keywords:

Brand-User Imagery Fit, Internet Influencer, Parasocial Interaction, Brand Image, User Fit.

Abstract

Purpose – The purpose of this research is to explore influence of ‘Parasocial Interaction’ on ‘Brand-User Imagery Fit’. ‘Brand-User Imagery Fit’ is congruence of image of a brand and self-image of a consumer. It is hypothesized that ‘Parasocial Interaction’ is positively affecting ‘Brand-User Imagery Fit’. In the world of social media influencers, this is significant as the brands can use the route of social media influencers to create a better ‘Brand-User Imagery Fit’.

Design/methodology/approach – Data has been collected through a self-administered online survey. Sampling method used is random sampling. Validated scales of measurement of the constructs used in this research are adapted or adopted from previously established researches. Data analyses has been carried out using structural equation modeling. This allows for studying the complex relationships among the variables and better understanding of the relationships among them.

Findings – The research established that strong parasocial interaction with influencers positively impacts brand-user imagery fit. The study underlines the need for partnership with an authentic influencer. It also highlights leveraging of parasocial relationships for effective marketing campaigns.

Research limitations – This is not a longitudinal study and it takes a cross-sectional approach. The observed relationships need not necessarily reflect causal effects and may be indicative of mere correlations. The study also doesn’t emphasize on ‘Para-Social Interaction’ in the context of influencers of a particular brand or category of products but tries to examine the overall influence of ‘Para-Social Interaction’ on ‘Brand-User Imagery Fit’.

Practical implications – This research holds several practical implications for marketers and brand managers. It can enhance the brand building strategies. It can also be used for targeted marketing campaigns. It will also be useful in better brand image management. This research can highlight the importance of emotional connection with the influencer and brand-user imagery fit, which can be indicators of effective customer engagement and long-term brand health.

Originality/value – The paper is original and based on the collection of primary data from the respondents specifically collected for this study.

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