The Impact of Para social Relationships in Influencer Marketing on Consumer Attitudes and Behaviours
DOI:
https://doi.org/10.17697/ibmrd/2025/v14i2/174486Keywords:
Influencer marketing, para social relationship, consumer behaviourAbstract
The primary reason for which any business aims for, is to bring new customers, retain existing ones and ultimately raising the profits. The recent advancements in technology has found new ways to let companies to achieve their goals and has also brought a change in how the companies reach, bring in and offer survives to their customers. A drastic change has been seen in the way people interact with each other as a result of social media. One such change is rise of influencer marketing, Companies have also recognised the potential of influencer marketing and are now using it for offering their products and services. This kind of marketing often leads to what is known as a para-social relationship—a one-sided bond where followers feel personally connected to influencers. These relationships can go beyond just buying decisions. In many cases, followers start adopting the influencer's lifestyle, opinions, and even behaviour in their personal lives. This paper is an attempt to examine the role of para social relationships in impacting consumers attitude and behaviours.
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