Journal of Retailing and Consumer Services 53 (2020) 101742

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Journal of Retailing and Consumer Services

journal homepage: http://www.elsevier.com/locate/jretconser

Instagram and YouTube bloggers promote it, why should I buy? How
credibility and parasocial interaction influence purchase intentions
Karina Sokolova *, Hajer Kefi
PSB: Paris School of Business, Digital Data Design, Chair D3, 59 rue Nationale, Paris, France

A R T I C L E I N F O A B S T R A C T

Keywords: Nowadays social network influencers play an important role in marketing by introducing products to their
Parasocial interaction audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on
Credibility YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience
Purchase Intention
creates with the online influencer, along with their perceived credibility, are related to the purchase intention
Social networks
Influencer
and how they are, in turn, related to the social and physical attractiveness and attitude homophily. We base our
Beauty Brands research on four beauty influencers popular in France and control our results by the age of the participants and
Persuasion by the influencer. We find that attitude homophily is positively related to PSI but, surprisingly, the physical
Communicator attractiveness shows negative relationship or no evidence of relationship. Both credibility of the influencers and
PSI exhibit significant and positive relationships to purchase intention.

1. Introduction and influence potential customers (Smith et al., 2007). Therefore, we

refer to them as influencers (Susarla et al., 2016; Zhu et al., 2015;
Recently, there has been a spate of interest in online social media, Uzunoğlu and Kip, 2014).
such as Facebook, Twitter, YouTube, Instagram and others (Knoll, 2016; Influencers are present in all sectors: health and fitness, fashion and
Dwivedi et al., 2018; Shiau et al., 2017). Presence on social networks has beauty, food, high-tech and other (Raggatt et al., 2018; Klassen et al.,
become a crucial part of marketing strategies: the promotion of products 2018). YouTube, Instagram and Facebook bloggers often present the
online via business accounts and advertising on social networking products they have tested providing their opinion or promoting them
platforms has proven to be efficient (De Vries and Carlson, 2014; Gensler online to other users. The posts of influencers on Instagram usually take
et al., 2013). the form of an image or video enriched with embedded content and a
In addition to the branded posts and fan pages found on social media, textual description. The popularity of bloggers and their UGC has
users actively generate and publish multimedia content including their brought a new form of marketing called ‘influencer marketing’ where
opinions on brands and products. Such content, also known as User brands collaborate with influencers to promote their products (De
Generated Content, has proven to be more popular and effective than Veirman et al., 2017).
professional advertisements (Welbourne and Grant, 2016; Aral et al., Brands and businesses are increasingly interested in finding ways to
2013; Lipizzi et al., 2015). The traditional word-of-mouth (WOM) has leverage ‘popular figures’ as brand ambassadors on social media, and
moved online becoming an electronic word-of-mouth (eWOM) (Chang those are not necessarily famous singers, actors or athletes. As recently
et al., 2015; Hennig-Thurau et al., 2004; Alalwan et al., 2017; Kapoor reported by an industrial study conducted by Business Insider (Gal­
et al., 2018). Thus, brands and customers engage in collaborative pro­ lagher, 2018), it is critical for many brands to find and manage re­
cesses of knowledge exchange and product-related information sharing lationships with social media influencers. According to the same study,
(Merz et al., 2018; Shi et al., 2016). investments in this area are poised to reach between $5 billion and $10
Certain users can be active creators of online content: personal billion in 2022 (that is a five-year compound annual growth rate of
stories, ideas, reviews, opinions, feelings, emotions, etc., intended for a 38%), especially in the sectors of fashion, beauty, parenting and tourism.
given audience (Chau and Xu, 2012; Hsu et al., 2013). Bloggers can Whereas, many other industrial studies are reporting similar results
become opinion leaders and their posts can impact brands and products (Statista, 2018), research in what we call now ‘influencer marketing’ is

* Corresponding author.
E-mail addresses: [email protected] (K. Sokolova), [email protected] (H. Kefi).

https://doi.org/10.1016/j.jretconser.2019.01.011
Received 15 September 2018; Received in revised form 15 January 2019; Accepted 15 January 2019
Available online 24 January 2019
0969-6989/© 2019 Elsevier Ltd. All rights reserved.
K. Sokolova and H. Kefi Journal of Retailing and Consumer Services 53 (2020) 101742

still limited (De Veirman et al., 2017; Aral, 2011). 2. Theoretical background
An important question arises: what makes a blogger, or any other
content creator, influence their followers? Businesses need to understand 2.1. Communicators and persuasion
the ‘influencer’ phenomenon to make the right investment in influencer
marketing and influencers. Also, the influencers need insights to be more While studying persuasion, researchers often refer to the elaboration
persuasive while working with brands and products and promoting the likelihood model of persuasion (ELM) (Petty and Cacioppo, 1986),
products to their followers (Hollebeek, 2011; Hollebeek et al., 2014; where the motivation and abilities of the person processing the message
Aral, 2011). would affect whether the argument quality or other peripheral cues
Many researchers have focused on celebrity endorsers (Ford, 2018; would influence the attitudes, intentions or beliefs of the receiver. The
McCormick, 2016). But Social influencers are neither traditional celeb­ information would be processed using a central route with cognitive
rities, like famous actors or athletes, nor are their posts the traditional responses related to information, facts and arguments or using a pe­
advertisements (Abidin, 2016). It was shown that bloggers with high ripheral route using peripheral cues: cognitive shortcuts that are easy to
audiences are more likable (De Veirman et al., 2017) and their ‘pro­ process. Such cues could be related to the message and its presentation,
moting’ posts are better appreciated by potential customers than tradi­ to the source of the message or the speaker, the environment, etc.
tional ads (de Vries et al., 2012) even though the quality of the content The communicator and the way he/she is perceived can have an
looks less professional (Hautz et al., 2014) or when the content is impact on the persuasion of an audience. Three characteristics of a
marked as ‘sponsored’ (Müller et al., 2018). Susarla et al. (2016) have speaker are considered fundamental in persuasion: authority, credibility
noticed the ephemeral nature of attention and inequality in the popu­ and social attractiveness, these are related to compliance, internaliza­
larity of user-generated content. However, more knowledge and cues tion and identification, respectively (Kelman, 1958).
about the persuasiveness of YouTube and Instagram influencers are yet Authority is frequently related to the position of the communicator in
to be discovered. the social structure. The communicator can have the ability to inflict
The aim of this article is to fill in this gap by enhancing the punishment or give a reward or approval to the message receiver who
comprehension of the persuasion cues related to social media influ­ complies in order to avoid punishment or to obtain a reward (Kelman,
encers and their impacts on the attitudinal effects of influence attempts. 1958).
We focus on Instagram and YouTube bloggers of the beauty and fashion Credibility could be defined as the degree of the trustworthiness and
sector because of the intensive use of influencer marketing in this sector reliability of the source (Rogers and Bhowmik, 1970). Credibility is
and within these two social network platforms (Garland and Reed, 2018; related to the perception of the quality of the communication by the
FashionMonitor, 2016). audience member. Credibility influences the audience through the
Building on the persuasion theory developed by Petty and Cacioppo internalization process: members share similar values and attitudes with
(1986), previous researchers found the importance of the arguments in the speaker (Kelman, 1958). Expertise - knowledge and experience the
the persuasion process, but, according to Mosler (2006), the peripheral person has in the given domain - is one of the main factors of credibility,
cues could play a more important role than the arguments themselves in along with trustworthiness, and goodwill (Hovland and Weiss, 1951;
persuading a group. Users connect to social media websites to fulfill McCroskey and Teven, 1999). Trustworthiness relates to the perceived
their information, entertainment, and mood management needs (Shao, honesty of the speaker and the goodwill reflects his/her perceived caring
2009). The content is entertaining and easy to absorb, adapted to the about his/her audience. Generally, if the source is considered being
young population that refers to the peripheral route of the Elaboration trustworthy, attractive and perceived as an expert, it can influence the
likelihood model (ELM) (Petty and Cacioppo, 1986). Although, the attitude and behavior of the audience (Ohanian, 1990; Petty and
physical attractiveness of a beauty and fashion blogger can also be Wegener, 1998) including purchase intention (Gunawan and Huarng,
viewed as an argument for this particular industry. 2015).
In this article, we focus on persuasion factors related to the beauty On online social media, Lin et al. (2016) found that authority,
and fashion influencers. We study how the credibility of the blogger, identity, and bandwagon cues explain the perception of credibility of
para-social interaction, social and physical attractiveness and homo­ messages on Twitter. Credibility is also found to affect the content
phily attitude are related and affect the purchase intention. people choose to view, or to ignore, on social media, through what
We base our study on an original survey-based dataset related to four Johnson and Kaye (2013) call selective exposure. Credibility were found
highly followed beauty and fashion bloggers in France: EnjoyPhoenix, to be related to the advertising value, and the advertisement coming
DazzlingDrew, Sananas2016 and Georgia Secret (Horackova), who are from the peer on social media is seen to be more credible comparing to
all present and active on YouTube and Instagram. The focus on women is traditional media Shareef et al. (2019). The audience in number of fol­
motivated by the sector studied, in which this category of customers is a lowers was found to be positively related to the credibility of the source
privileged target. Age differences will also be investigated, as age has on Twitter (Jin and Phua, 2014) and Instagram (De Veirman et al.,
been recognized as a significant explanatory factor of the interaction 2017). The credibility of blogs was also found to affect positively the
mechanisms within social media and their impacts in marketing attitude towards the blog (Colton, 2018).
(Goodrich, 2013; Muk, 2013). Social attractiveness refers to the likability of the speaker. Attractive
This paper is structured as follows. Section two presents the litera­ speakers can change the attitudes of the audience (Sharma, 1990).
ture review related to persuasion and para-social interaction theories. Regarding the same arguments used in a message, the attractive speaker
Section three presents the research model and the hypotheses studied in is more likely to influence the audience than less appealing ones
this work. Section four describes the methodology used in this article: (Chaiken, 1979). Perceived social attractiveness can be a strong pe­
questionnaire development and administration as well as statistical ripheral cue for decision making.
procedure. Section five highlights the results of the global sample and According to Kelman (1958), attractive speakers influence the
multi-group analyses. Section six proposes a discussion of the results and audience through the identification process. An audience member
outlines the theoretical and practical implications of this work. Section would feel similar or would like to be similar to the speaker and to create
seven concludes the article and outlines limitations and also future av­ a positive relationship with him/her. Millenials - deemed to be extensive
enues to which this study opens the paths. online social network users - frequently identify with celebrities and
borrow some aspects of their personalities and lifestyle in order to look
like them (Peter, 2004; Boon, 2001). Thus, celebrities and online
influencers launch fashion and other trends that are followed by those
who admire them. The impact of an action of a celebrity can be even

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greater when the receivers perceive him/her as someone on whom they has a positive impact on luxury brand perception, and that physical
can personally rely (McCracken, 1989). attractiveness and the perceived resemblance to the blogger is positively
Similarity was also found to be a persuasion facilitating factor related to the para-social interaction. The feedback function available on
(Brock, 1965), particularly if the similarity is relevant to the message YouTube does not influence the para-social interaction, according to
(Berscheid, 1966). Similar people can inspire trust as the proposed so­ (Rihl and Wegener, 2017). Hwang and Zhang (2018) conducted a study
lutions could also work for the audience due to the similarities between in China and found that PSI is positively related to purchase intention
the speaker and the audience member (Levine and Valle, 1975). Social and influenced by empathy and the low self-esteem of the follower.
cognitive theory suggests that people are more easily influenced by so­
cial figures that are perceived to be similar to them (Bandura, 1994). For 3. Research model development
instance, millenials are more likely to buy a product endorsed by
someone matching their self-image, according to Sukhdial et al. (2002). Building on our literature review, we have developed an original
Although, the similarity could have an opposite effect if the audience research model referring to the fundamental process of internalization
perceives a person as a non-expert (Goethals and Nelson, 1973), and identification applied to Instagram and YouTube influencers.
particularly concerning factual matters. Internalization is related to the credibility of the speaker, while identi­
The similarity between interacting individuals in terms of beliefs, fication is more an affection-related and emotional process that is
education and social status is called attitude homophily (Prisbell and strongly linked to para-social interaction (Kelman, 1958; Horton and
Andersen, 1980). This construct is related to the number of interactions Wohl, 1956; Brown and Basil, 2010).
the individuals have, as similar communicators are more likely to We do not consider compliance in our model because influencers on
interact with each other. The repeated interactions help to develop a social media are not direct authorities to their followers in the social
relationship or, in the case of a celebrity, para-social relationship that is structure (Gass, 2015). Even if an influencer can be perceived as
strongly related to the identification process (Brown and Basil, 2010). endorsing a superior social status, a blogger cannot directly reward or
punish the follower for purchasing a featured product or not doing so.
2.2. Influencers and para-social interaction In our model, we aim to test the impact of credibility of the beauty
influencer and para-social interaction the influencer is able to generate
The theory of para-social interaction (PSI) defines the relationship on the intention of their followers to purchase the product featured on
between a spectator and a performer (Horton and Wohl, 1956) with an the channel. The follower could buy the product because the influencer
illusion of intimacy as for the ‘real’ interpersonal relationships (Dibble is perceived to be reliable or believable as formulated by Wathen and
et al., 2015). Such a relationship is self-established and the other person Burkell (2002). Following previous works (Fan and Miao, 2012; Sheeraz
could be unaware of the relationship and influence it (Kelman, 1958). et al., 2012; Hui, 2017), we formulate our first research hypothesis:
Specifically, women having a para-social relationship with a celeb­ H1: The influencer’s credibility is positively related to the user
rity express the desire to have the same appearance and belong to the intention to purchase a featured product.
‘club’ (Greenwood et al., 2008). In some ways, this could be similar to The follower might also feel a proximity with the influencer and
the relationship created between social media users and online influ­ would buy a product because of this perceived proximity expressed and
encers. Online social networking users can create such a relationship conceptualized, as we have seen in the previous section, in terms of para-
with bloggers by subscribing to their channels or blogs and following social interaction which is reported in the literature as an antecedent of
their posts published on social media. Multiple followers can form an the purchase intention (Kim et al., 2015; Lee and Watkins, 2016; Hwang
online community where the members share with the blogger similar and Zhang, 2018). Thus, our second research hypothesis is the
values, beliefs and interests (Nambisan and Watt, 2011). YouTube following:
channels having one communicator are found to be more popular and H2: Para-social interaction between the influencer and his/her
influential than channels having multiple speakers (Welbourne and followers is positively related to the user intention to purchase a
Grant, 2016), which could be due to para-social relationships created featured product.
with the unique speaker. Celebrities that are able to connect with their Concerning the determinants of para-social interaction, Giles (2002)
audience are more effective in terms of persuasion (Sukhdial et al., has reminded that this concept is anchored in an asymmetric relation­
2002) unlike unfamiliar celebrities (McCormick, 2016). ship between, what he calls media users (social networking sites’ users)
The relationship between an influencer on Instagram, YouTube or and media figures (such as social media influencers). This relationship is
Facebook is not unidirectional, as users are able to add comments and built depending on a certain number of factors including how media
discuss the content, and the content owner has the possibility of replying users perceive media figures as attractive and similar to them. Attrac­
to the messages and comments related to that content. However, influ­ tiveness could be depicted as physical or social attractiveness (Rubin and
encers cannot actually respond to all of their followers’ requests and McHugh, 1987; Rubin and Step, 2000).
engage fully in a true discussion due to a very high number of followers In the social psychology literature, physical attractiveness describes
and reactions they might have on their blogs. Accordingly, online how appealing or pleasing a person’s physical features and aesthetic
bloggers are similar to celebrities on traditional media. Therefore, a fully beauty are. These could vary across cultures and periods, but remain
bidirectional relationship and a ‘real’ friendship is more illusory than strongly related to social interaction (Reis et al., 1980). In recent work
real between a blogger and a follower, as originally put forward by the and in the context of influence online relationships, physical attrac­
PSI definition in the context of traditional media celebrities (Labrecque, tiveness is reported as a predictor of PSI (Lee and Watkins, 2016).
2014; Lee and Watkins, 2016). Kim et al. (2015) found that social Therefore, we hypothesize:
networking sites usage is positively related to the development of a H3: Para-social interaction between the influencer and his/her
para-social relationship with celebrities. audience is positively to his/her physical attractiveness.
For instance, young women follow both celebrities and bloggers on Social attractiveness is defined as the likelihood to befriend or to
Instagram, both being influential on their followers. However, digital choose the media figure as a social or a work partner. Along with
personalities seem to have stronger persuasiveness and credibility as physical attractiveness, social attractiveness has also been demonstrated
followers are more able to relate to them (Djafarova and Rushworth, as a predictor of PSI concerning traditional (television, newspapers) or
2017). The most appreciated profiles frequently support their followers new media (social media) (Rubin and McHugh, 1987; Lee and Watkins,
on Instagram, provide positive reviews and help them by reflecting a 2016; Kurtin et al., 2018). Thus, we define our fourth hypothesis:
positive image of themselves. Lee and Watkins (2016) demonstrated that H4: Para-social interaction between the influencer and his/her
para-social interaction between YouTube bloggers and their followers audience is positively related to his/her social attractiveness.

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Attitude homophily, defined as the degree to which people tend to Table 1

bond with similar others, is deemed an explaining factor of interpersonal Latent variables’ reliability (CA=Cronbach’s α; CR=Composite reliability;
communications and influence-based relationship patterns, especially in AVE=Average Variance Extracted).
social networking studies (McPherson et al., 2001; Aral and Walker, Latent variables CA CR AVE
2012; Walker, 2014). Based on previous works of (Giles, 2002; Eyal and Social Attractiveness 0,944 0,973 0,947
Rubin, 2003; Lee and Watkins, 2016), it is also posited as a determinant Physical Attractiveness 0,915 0,959 0,922
of PSI on social media. The next hypothesis we propose to test is: Attitude Homophily 0.932 0.967 0.936
H5: Para-social interaction between the influencer and his/her Para-social Interaction 0,768 0,893 0,807
Credibility 0,915 0,937 0,747
audience is positively related to his/her attitude homophily.
Intention to Purchase 0,848 0,929 0,867
As for credibility, the literature describes it as a less subjective or
emotional-based determinant of social influence (Gass, 2015). It in­
cludes, according to Giffin (1967), expertness, reliability, intentions, operationalized using Lee and Watkins (2016), attitude homophily using
activeness and personal attractiveness. In our study related to the beauty Eyal and Rubin (2003), social and physical attractiveness with reference
and fashion industry, we propose to positively relate credibility to to Ohanian (1990). For the credibility construct, we adapted the mea­
physical attractiveness where it can serve as a selling point. For instance, surement of McCroskey and Teven (1999), by reducing the number of
influencers can show, using their own appearance, how the results ex­ questions to improve the response rate of our study. Intention to pur­
pected from the advocated products are confirmed. So that, the lack of chase has been operationalized following See-To and Ho (2014). In
physical appeal and fashion expertise could reduce the perceived cred­ conformance with the literature, all the items are reflexive and assessed
ibility of the influencer. We therefore hypothesize: with a 5-point Likert scale. Table 2 summarises the questionnaire.
H6: The credibility of the influencer is positively related to his/ We collected data using an online survey administered within a large
her physical attractiveness. population of users of social network platforms in France who are
We consider the attitude homophily as a determinant factor of interested in beauty and fashion content. To construct a more homo­
credibility as it refers to the perception of similarities between an geneous sample we selected, using filtering questions, respondents who
influencer and a follower in terms of values. The internalization process are familiar with the following influencers: EnjoyPhoenix, Sananas,
refers indeed to similar values that are found in another person. GeorgiaSecret (a.k.a. Georgia Horackova) and Dazzlingdrew.
Therefore, we argue that attitude homophily would also be positively All of these four influencers are among the most popular beauty and
related to the credibility of the influencer (Djafarova and Rushworth, fashion influencers in France on YouTube and Instagram. Georgia Hor­
2017). ackova’s blogs also cover fitness and vegan diet is addition to beauty and
H7: The credibility of the influencer is positively related to his/ fashion. All of these four influencers are females living in France (be­
her attitude homophily. tween 20 and 35 years old): DazzlingDrew and EnjoyPhenix are born in
Accordingly, our theoretical model includes six constructs and seven 1995; Sananas and Georgia Horackova are born in 1989. They created
research hypotheses that are depicted in Fig. 1. It stipulates that credi­ YouTube blogs between 2010 and 2011 and have between 2 and 3
bility and PSI positively affect intention to purchase (respectively, hy­ million (Sananas and EnjoyPhoenix) to 300–800 thousand followers
potheses H1, and H2); physical attractiveness, social attractiveness and (Dazzlingdrew and Georgia Horackova) on YouTube. On Instagram,
attitude homophily positively affect PSI (respectively, hypotheses H3, EnjoyPhoenix, Sananas, GeorgiaSecret and Dazzlingdrew count 4,3
H4 and H5). Whereas credibility is positively related to physical million, 1,8 million, 289 thousand and 150 thousand followers respec­
attractiveness (H6) and attitude homophily (H7). tively. None of the four influencers are traditional celebrities or official
As age has been revealed in the literature as a relevant variable to experts on beauty and fashion.
differentiate influence patterns between generations (Hui, 2017; Merz 79% of the sample is composed of users who are representative of the
et al., 2018), we also propose to test our model for different user age Z Generation (born after 1995), 17% of Y generation (born between
categories, trying to assess the generational effect within the joint
impact of PSI and credibility on the purchase intention. Besides age, the
Table 2
second control variable used in our study is the influencer: we will test
Construct measures validity. Loading values are all significant at p < 0.01.
our model for the whole sample and also for each of the four influencers
studied. Gender is not considered as the whole population under study is Latent variables with indicators Mean Sd Loading

female. Social Attractiveness

I think she could be a friend of mine (Q50) 3.42 1.133 0.974
I would like to have a friendly chat with her (Q60) 3.52 1.123 0.972
4. Methodology
Physical Attractiveness
I think she is quite pretty (Q70) 3.96 0.973 0.963
4.1. Questionnaire development and administration I find her very attractive physically (Q80) 3.72 0.972 0.957
Attitude Homophily
To operationalize our constructs, all the measures used in this study She thinks like me (Q90) 3.14 0.998 0.965
She shares my values (Q100) 3.23 1.022 0.970
were adapted from the literature. Para-social interaction has been Para-social Interaction
I look forward to watching her videos. reading her 3.20 1.238 0.934
posts and comments (Q200)
I would follow her and interact with her on other 2.74 1.295 0.861
social networking sites (Q300)
Credibility
I find this blogger expert in her domain (Q400) 3.48 1.036 0.869
I find this blogger efficient in her job (Q700) 3.08 1.108 0.848
I find this blogger trustworthy (Q600) 3.48 1.064 0.916
I think this blogger cares about her followers (Q500) 3.78 1.037 0.825
This blogger updates regularly her content (Q800) 3.54 1.054 0.871
Intention to Purchase
I would purchase the products promoted by the 2.99 1.287 0.921
blogger in the future (Q900)
I would encourage people close to me to buy the 2.79 1.168 0.941
products promoted by the blogger (Q1000)
Fig. 1. Research model.

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1980 and 1995), 4% belong to X Generation (born between 1960 and Table 4
1980). We have excluded from our study sample baby boomers born Heterotrait-Monotrait ratio (HTMT) (Henseler et al., 2015).
before 1960 (less than 1% of the original sample). There was no data 1 2 3 4 5
collected from the earlier generations in our study.
1. Purchase Intention
A majority of respondents are female that is not surprising as beauty 2. Para-social Interaction 0,754
and fashion industry are mostly related to female field of interest. Less 3. Physical Attractiveness 0,431 0,49
than 1% of the responses were from male and these were excluded from 4. Social Attractiveness 0,58 0,76 0,705
the study sample. The final sample included 1209 exclusively female 5. Credibility 0,732 0,809 0,78 0,85
6. Attitude homophily 0,648 0,805 0,636 0,842 0,833
responses, distributed as follows: 304 for EnjoyPhoenix; 304 for San­
anas; 303 for Georgia Secret and 298 for Dazzlingdrew.
5. Results
4.2. Statistical procedures
First, we performed the analysis on the global sample. Table 5 shows
A partial least squares (PLS) approach with SmartPLS software 3.2.7 path coefficients and significance of the structural model for the whole
(Ringle and Becker et al., 2015) was used to test the model. PLS is able to sample and Fig. 2 shows the results visually. With regard to the levels of
model latent variables without requiring strict normal distributions of R2 , the model explains 48.5% of the variance of the intention to pur­
data (Ringle et al., 2012). This approach is appropriate to this study chase construct, 52% of the variance of PSI and 69.7% of the variance of
whose aim is the identification of the key drivers of constructs and not credibility, which is very satisfactory in social sciences (Chin, 1998).
theory confirmation that is best handled by covariance-based structural Table 6 and Fig. 2 show the hypotheses testing results. All our hy­
modeling. We started with a confirmatory phase to assess the mea­ potheses are supported, except H5 (physical attractiveness → para-social
surement model. interaction) for which we have a significant path (p − value = 0.04) but
We used factor analysis to verify the validity of all constructs. The it is unexpectedly negative rather than positive (β = − 0.06), high­
results in Table 2 show the factor loading for all measures is above 0.8 or lighting that physical attractiveness is negatively related to para-social
above 0.9 allowing us to keep all measures. The internal consistency of interaction. However, as expected, physical attractiveness is positively
variables is verified using Cronbach’s Alpha, the composite reliability is related to the credibility of the blogger (β = 0.39).
also verified. The results are displayed in Table 1 showing high internal Intention to purchase is determined by both para-social interaction
consistency. Average variance extracted (AVE) is higher that 0.5 that is and credibility where the impact of credibility is slightly higher than PSI
adequate for convergent validity according to Hair et al. (2014). (β = 0.4 and β = 0.35 respectively). PSI is positively determined by
To address discriminant validity, we first compare Average Variance attitude homophily and social attractiveness, where social attractiveness
Extracted (AVE) and Shared Variance between variables as suggested by has a slightly higher impact on PSI (β = 0.46 comparing to β = 0.34).
Fornell and Larcker (1981). The AVE of the latent constructs should be For further investigation, we performed multi-group analysis by re­
greater than the squared correlation between variables. Table 3 repre­ spondent’s age and by influencer; the results are displayed in Tables 7
sents the related results where all of the square root of the AVE (high­ and 8 respectively. The results are globally consistent with the full
lighted in bold) are greater than the correlations between variable that sample analysis. H3 (physical attractiveness → para-social interaction)
confirms the discriminant validity of the constructs. We also applied is rejected for all cases in both tests mostly because the statistical results
heterotrait-monotrait ratio of correlations considered to be more reli­ are non significant: the null-hypothesis cannot be rejected. The path is
able to further confirm the discriminant validity (Henseler et al., 2015). negative and significant only for one influencer Georgia Secretsyst (β =
Table 4 shows satisfactory results where all values are below 0.9. We − 0.18).
observe that some constructs, such as credibility, are correlated with Analysis by generation shows a insignificant path for H4 (social
other constructs that suggests it shares some of the predictive power attractiveness → para-social interaction) for the generation Z (the
over the dependent variables with them (Farrell, 2010). youngest in our sample). The same hypothesis is not supported for
Following the validation and reliability verification, we applied Georgia Secret.
bootstrapping analysis with 5000 re-samples to the whole sample to
examine the structural validity of the model (hypotheses testing). Then, 6. Discussion
we applied two multi-group analyses (MGA). First, we control the age
variable and investigate whether the generational effect is significant in Both credibility and parasocial-interaction with bloggers impact the
this study. The second MGA is applied in order to test our hypotheses for
each of the 4 influencers we are investigating, and then to compare the
results. Table 5
Structural model evaluation (Global sample N = 1209). f 2 =effect size of path
coefficient; R2 =coefficient of determinants; Q2 =predictive relevance/Stone-
Geisser Q2 (blindfolding procedure with omission distance of 7).
Construct/structural path f2 R2 Q2
Table 3 Social Attractiveness
Discriminant validity (Fornell and Larcker, 1981). The diagonal elements in bold Social attractiveness → Para-social interaction 0.079
represent the square root of the average variance extracted for the respective Physical Attractiveness
construct. Physical Attractiveness → Para-social interaction 0.040
Correlations Physical attractiveness → Credibility 0.336
Attitude Homophily
1 2 3 4 5 6
Attitude hompohily → Para-social-interaction 0.160
1. Purchase Intention 0,931 Attitude homophily → Credibility 0.634
2. Para-social Interaction 0,633 0,898
Credibility 0.697 0.672
3. Physical 0,379 0,435 0,96
Credibility → Purchase intention 0.164
Attractiveness
4. Social Attractiveness 0,521 0,666 0,655 0,973 Para-social interaction 0.520 0.450
5. Credibility 0,659 0,708 0,706 0,691 0,864 Para-social interaction → Purchase intention 0.118
6. Attitude homophily 0,579 0,694 0,587 0,69 0,673 0,968 Purchase intention 0.485 0.177

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K. Sokolova and H. Kefi Journal of Retailing and Consumer Services 53 (2020) 101742

while having a much more silent role than PSI (β = 0.7 comparing to the
β = 0.3 for the generation Z). Generation Y shows similar results, while
the credibility becomes predominant for the older generation.
Homophily affects both para-social interaction and credibility,
showing that value sharing is a strong aspect of persuasion. Creating an
affective link with a blogger comes though shared values and those
shared values are also indicative of the quality of the content the blogger
proposes. The shared values are related to the internalization process
that seems to predominate in our results.
Interestingly, for younger generations, para-social interaction in the
case of beauty influencers and their followers is more like an addiction
Fig. 2. Findings for the global sample (N = 1209). Accepted hypotheses are than a friendly relationship. We were not able to confirm a positive
highlighted in green. relationship between social attractiveness and PSI for generation Z,
meaning that followers would not necessarily feel a friendship-like
relationship with a blogger they regularly follow, as was supposed by
Table 6 Berryman and Kavka (2017). That is not the case for the older genera­
Results of hypothesis testing (Global sample N = 1209). One-tailed test. tions (Y and X) where this path is significant. This could indicate a
Hypothesis/Structural path β t-value p- Result generational switch in the conception of para-social interaction, which
value becomes more like an addiction and content consumption than an illu­
H1 Credibility → Purchase 0.409 14.202 0.000 Accepted sory relationship (Moghavvemi et al., 2017; Romo et al., 2017).
intention Shared values are certainly important for the youngest respondents
H2 PSI → Purchase intention 0.346 10.655 0.000 Accepted when they decide to regularly follow a blogger, unlike the attractiveness
H3 Physical attractiveness → PSI − 0.059 2.096 0.039 Rejected (social or physical) of the presenter. Even considering beauty and
H4 Social Attractiveness → PSI 0.344 8.433 0.000 Accepted fashion bloggers, the followers would not be more attracted to a more
H5 Attitude homophily → PSI 0.457 12.596 0.000 Accepted beautiful blogger. This way, online social beauty bloggers are different
H6 Physical attractiveness → 0.394 14.291 0.000 Accepted from traditional celebrities and luxury influencers, as the relationship
Credibility between physical attractiveness and PSI is not confirmed in the majority
H7 Attitude homophily → 0.541 20.623 0.000 Accepted of tests in our study (Erdogan, 1999; Lee and Watkins, 2016).
Credibility
However, multi-group analyses by influencer confirm that social
attractiveness is positively related to the para-social interaction for three
out of four influencers: DazzlingDrew, EnjoyPhoenix and Sananas.
purchase intention of followers, meaning that a follower goes through
Georgia Secret differs from the other beauty influencers because her
both affective and internalization processes when influenced to pur­
content focuses mostly on fitness and yoga, not covered by other three.
chase a product. Global sample analysis highlights a slightly stronger
Georgia Horackova’s YouTube channel provides multiple fitness tuto­
impact of credibility on purchase intention. However, a closer look
rials, and her Instagram feed features fitness-related clothes. She also
shows that the impact of para-social interaction is slightly stronger than
publishes fashion-related content like lookbooks and outfits, but does
credibility for three out of four influencers and much stronger for the
not publish makeup tutorials and rarely features makeup or beauty
generation Z. It means that followers who are attached, or even addic­
products. Additionally, she is the only blogger having a significant path
ted, to the blogger are more likely to purchase than less attached fol­
between physical attractiveness and PSI. The relationship is negative
lowers. This is particularly true for the younger generation: the
(β = − 0.184) suggesting the more the user finds her beautiful, the less
credibility of the blogger has a positive impact on purchase intention,

Table 7
Results of hypothesis testing (Control Variable: Age). *** p < 0.001; ** p < 0.01; *p < 0.05. A=accepted; R=rejected. One-tailed test.
GenZ GenY GenX

Hypothesis β t-value Result β t-value Result β t-value Result

H1 0.279 2.142* A 0.405 7.847*** A 0.405 7.847*** A

H2 0.697 6.715*** A 0.549 11.201*** A 0.309 8.240*** A
H3 − 0.061 0.279 R − 0.075 0.918 R − 0.058 1.875 R
H4 0.030 0.134 R 0.289 2.496* A 0.356 7.806*** A
H5 0.518 2.344* A 0.515 4.793*** A 0.448 4.793*** A
H6 0.431 3.935*** A 0.396 5.850*** A 0.391 12.342*** A
H7 0.491 4.529*** A 0.566 4.532*** A 0.536 18.362*** A

Table 8
Results of hypothesis testing (Control Variable: blogger). A=accepted; R=rejected. One-tailed test. *** p < 0.001; ** p < 0.01; *p < 0.05.
DazzlingDrew EnjoyPhoenix Georgia Secret Sananas

Hypothesis β t-value Result β t-value Result β t-value Result β t-value Result

H1 0.363 5.525*** A 0.338 8.228*** A 0.248 3.957*** A 0.395 9.353 * ** A

H2 0.223 3.373** A 0.545 12.371*** A 0.635 10.278*** A 0.532 13.118 * ** A
H3 0.031 0.523 R − 0.051 0.770 R − 0.184 2.974* R − 0.060 1.064 R
H4 0.339 5.598*** A 0.228 3.251** A 0.194 1.457 R 0.239 2.638* A
H5 0.419 8.192*** A 0.474 7.514*** A 0.657 4.991*** A 0.371 5.617*** A
H6 0.263 5.221*** A 0.306 6.614*** A 0.329 4.375*** A 0.458 8.786*** A
H7 0.501 11.617*** A 0.543 11.858*** A 0.642 8.580*** A 0.509 12.433*** A

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K. Sokolova and H. Kefi Journal of Retailing and Consumer Services 53 (2020) 101742

he/she is attached to her. The relationship between PSI and purchase generations value para-social interaction and what they perceive as their
intention is stronger for her than for the other influencers (β = 0.635) personal attachment to the influencer more than the perceived credi­
and the relationship between credibility and purchase intention is the bility. While this attachment is more related, for this category of users, to
weakest (β = 0.248). That is interesting, because she positions herself as homophily than it is to social or physical attractiveness. This means that
a yoga instructor (suggesting she is an expert). Thus, her followers new canons of influence are experienced by younger generations,
probably look at Georgia’s photos and videos for the content and not especially generation Z, that need a more thorough examination, since
particularly for the speaker and they purchase the products when they many studies are currently focusing on Millennials.
are attracted to the content that could be pleasing or useful.
Unlike Lee and Watkins (2016), who found that physical attrac­ 6.2. Practical implications
tiveness is related to PSI in the case of Youtube and luxury products, we
found no, or a negative effect of physical attractiveness on PSI for beauty The results of this study could be beneficial for brands to help them
bloggers that are not particularly positioned as “luxury”. This establish affiliate relationships with influencers according to their
counter-intuitive result concerning could, in fact, be explained by the persuasive and para-social interaction talents. It is important for brands
role played by bloggers and influencers on social media, which appears to understand the persuasive cues activated by the influences in order to
to be different from those played by models in traditional media, such as define a fine balance between creativity and control. It is also beneficial
TV and magazines particularly in the luxury market. Models generally to bloggers who wish to adopt more persuasive strategies while creating
exhibit a perfect physical appearance and seldom ‘talk’ to people the content and collaborating with brands.
directly, explain their preferences or provide useful day-to-day tips. This Both credibility and PSI are positively related to the purchase
is, on the contrary, exactly what bloggers do on social media. They are intention, meaning that the longtime followers of trustworthy influ­
therefore perceived as more authentic, as observed by Djafarova and encers who care about their followers and show expertise on the subject
Rushworth (2017). This is why attitude homophily increases PSI as ex­ are more likely to purchase the featured products. For the younger
pected, but not physical attractiveness. Thus, physical attractiveness can audience, a connection making them look for further information posted
be less important for customers seeking mass-market beauty and fashion by their favorite blogger is more persuasive than credibility, confirming
products than for the luxury market where they are more likely seeking the importance of creating such a link. Thus, a brand targeting young
higher quality. population would find potential customers among the most attached or
Another explanation of this result could be in the complex and even addicted followers. As for bloggers, they should not only work on
subjective definition of what is ‘beautiful’. Beauty could be related to the community growth, but should also care about already acquired fol­
body, the face, the hair or even the voice and how all these are perceived lowers to build strong para-social relationships. Being socially attractive
(or magnified) on social media. Also, beauty bloggers can wear different and friendly can help to reach generations Y and X. For the younger
makeup, from natural to extravagant, that would be perceived differ­ generation, the para-social relationship would more likely be related to
ently. For example, Sananas always wears strong makeup, while Daz­ an ‘addictive’ content.
zlingDrew and EnjoyPhenix mostly feature ‘natural’ and less visible The perceived similarity with an influencer in terms of shared values
makeup. Georgia Secret opts for a makeup that is more intense than is strongly related to both credibility and PSI. Brands should understand
DazzlingDrew but more “every-day” than Sananas. A negative rela­ the values that are conveyed by the influencer and also valued by the
tionship between physical attractiveness and PSI for Georgia can be potential customers, as the bloggers would be more influential on fol­
explained by the fact that the makeup she always wears could be lowers that think like them (for example, values related to the eco-
considered beautiful but irrelevant to fitness. Also, some influencers behavior Dwivedi et al. (2015)). Therefore, the branded content
show their faces without makeup, with natural imperfections that could should be related to the same values. Influencers can use this insight and
make them seem “less beautiful” i.e. less perfect, but more “natural” and adopt attractive, common or trending values of the digital population.
similar to normal people. Thus, trending values can be shared with a larger audience while
Finally, the “beauty” could be related to the clothes a blogger wears building both a para-social relationship with followers and enhancing
and features in photos and videos. Followers would not necessarily like the credibility of the blogger. However, a significant change in values
all the outfits presented by the influencer, or consider them beautiful, may have the opposite effect.
but could be generally attracted by the style of the person, which would The (perceived) expertise on the subject and the goodwill remain
make them look for other posts and outfits. Then, the purchase intention important for credibility and persuasion and should be transmitted via
could be affected by a similarity of a style and not by the beauty per see the created content, particularly while targeting the older generation.
of the blogger (Kulmala et al., 2013). While physical attractiveness is related to credibility of beauty and
fashion bloggers, seeking a perfect physical appearance is not the ulti­
6.1. Theoretical contribution mate goal of the followers.

Our study adds to knowledge on the recent research stream of 7. Conclusion

influencer marketing by investigating the combined effects of the
influencers’ perceived credibility and parasocial interaction on the Nowadays, companies are moving toward a more digitized commu­
purchase intention of users of social media platforms. It is one of the first nication to promote their products and brands, where social media and
studies in this topic using a large data set (1209 respondents) collected influencer marketing become unavoidable when defining marketing
from the audiences of four popular influencers in the beauty and fashion strategies.
sector in France. To explain the online influence mechanisms, we have In this paper, we study how credibility and para-social interaction
applied theories originally developed for offline interactions, such as are related to the purchase intention. Additionally, we study the indirect
persuasion theory and para-social interaction theory, and discussed to relationship of attitude homophily, physical attractiveness and social
what extent they help to enlighten the influential relationships between attractiveness with the purchase intention. The results of this study
an online content creator (who is not necessarily a deemed celebrity could be beneficial for influencers helping them to adopt more persua­
outside social media context) and hos or her audience. sive behavior. It is also important for brands to understand the persua­
This work contributes to the existing literature on the generational sive cues related to the influencers who present their products.
effect on social media interactions (Goodrich, 2013; Muk, 2013), and From a theoretical point of view, our results suggest the need for
how they have to be taken into consideration in influencer and social further studies on para-social interaction, that may need re-
media marketing. Our study pointed out, for example, that younger conceptualization regarding online influencers. We have not found

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K. Sokolova and H. Kefi Journal of Retailing and Consumer Services 53 (2020) 101742

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