2023/01/26 by Ana Rita Conde, Beatriz Casais · 3 citations
Arts and Humanities · Social Sciences · #Media Influence and Health #Media Studies and Communication #Media, Gender, and Advertising
paper · doi:10.1016/j.jbusres.2023.113708
openalex publication_date 2023/01/26 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
This study analyzes the effect of the parasocial relationship on the audience’s intention to adopt the recommendations of micro, macro and mega-influencers, considering the number of followers, perceived popularity and opinion leadership. A sample of 140 Portuguese social media influencers (SMIs) was classified into micro, macro or mega-influencers. 577 valid responses to a questionnaire were analyzed using Andrew Hayes’ macro PROCESS for SPSS. The findings suggest that the indirect effect between the number of followers and the intention to adopt SMIs’ recommendations is mediated by the perceived popularity and opinion leadership, and are moderated by the parasocial relationship. Significant differences are found between micro, macro and mega-influencers in terms of credibility, attractiveness and established relationship. The categorization into micro, macro and mega-influencers is adapted to the context of a small country. This paper provides relevant information on the process of SMI selection.