PARASOCIAL INTERACTION ON INDONESIA’S BEAUTY INFLUENCER: ANTECEDENTS AND CONSEQUENCES (doi:10.34820/FK2/L9DJYT)

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PARASOCIAL INTERACTION ON INDONESIA’S BEAUTY INFLUENCER: ANTECEDENTS AND CONSEQUENCES

doi:10.34820/FK2/L9DJYT

Telkom University Dataverse

2024-03-28

1

Rachmawati, Indira, 2024, "PARASOCIAL INTERACTION ON INDONESIA’S BEAUTY INFLUENCER: ANTECEDENTS AND CONSEQUENCES", https://doi.org/10.34820/FK2/L9DJYT, Telkom University Dataverse, V1, UNF:6:m+JUC254CV+VhwN56tokdQ== [fileUNF]

PARASOCIAL INTERACTION ON INDONESIA’S BEAUTY INFLUENCER: ANTECEDENTS AND CONSEQUENCES

doi:10.34820/FK2/L9DJYT

Rachmawati, Indira (Telkom University)

Telkom University Dataverse

Rachmawati, Indira

Rachmawati, Indira

2024-03-28

Social Sciences, Social Media Influencers; Content Attributes; Interaction Strategy; Parasocial Interaction; Hedonic Values; Utilitarian Values; Purchase Intention.

Consumers' dependence on product reviews provided by other consumers makes consumers make social media influencers (SMI) a source of information and reference before purchasing products. The influence of SMI on their followers has led many beauty marketers to use social media influencers to communicate their products. However, the increasing use of influencer marketing by marketers has led to consumer suspicion of the authenticity of influencers. Therefore, based on the stimulus-organism-response (SOR) framework, this study analyzes consumer behavior through the content attributes and interaction strategies exposed by social media influencers to followers, leading to consumers' internal perceptions of parasocial interaction, hedonic value, and utilitarian, and ultimately influencing consumers' response of purchase intention. This study used PLS-SEM as a data analysis technique using a sample of 363 respondents. The PLS-SEM results revealed that content attributes (i.e., attractiveness and prestige) and interaction strategies (i.e., interactivity) positively influence parasocial interaction and, in turn, lead to purchase intention. The results also show that parasocial interaction has a significant effect on hedonic (perceived transparency and perceived enjoyment) and utilitarian (informativeness and credibility) responses. It was also found that hedonic (perceived enjoyment) and utilitarian (credibility) responses significantly influenced purchase intention. Meanwhile, the hedonic response (perceived transparency) and utilitarian response (informativeness) did not significantly affect followers' purchase intention. This research demonstrates the role of content attributes and interaction strategies in creating parasocial interactions and the effects of parasocial interactions on hedonic, utilitarian and purchase intention responses. Based on the results of this study, marketers and influencers are advised to build intimate relationships with the audience to increase purchase intention. This relationship-building can be created through high interactive power, attractiveness, and prestige content. Then, it is also recommended to pay attention to aspects of audience comfort and maintain the credibility of influencers to shape the buying interest of the audience of social media influencer content.

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• Number of cases: 365

• No. of variables per record: 62

• Type of File: text/tab-separated-values

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Variable Format: numeric

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Summary Statistics: Mean 4.071625344352617; Min. 1.0; StDev 0.7868704026179358; Max. 5.0; Valid 363.0

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f18152 Location:

Summary Statistics: Min. 1.0; StDev 0.8067829579915383; Max. 5.0; Valid 363.0; Mean 4.236914600550964

Variable Format: numeric

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f18152 Location:

Summary Statistics: Min. 1.0; Mean 4.068870523415978; Valid 363.0; StDev 0.8197800488505276; Max. 5.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Min. 1.0; Mean 4.18732782369146; StDev 0.7782643033933958; Max. 5.0; Valid 363.0;

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f18152 Location:

Summary Statistics: Min. 1.0; Max. 5.0; StDev 0.7283183509648732; Valid 363.0; Mean 4.228650137741047;

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Summary Statistics: Mean 4.18732782369146; Max. 5.0; Valid 363.0; StDev 0.7493306552575997; Min. 1.0

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f18152 Location:

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f18152 Location:

Summary Statistics: Valid 363.0; Max. 5.0; Mean 4.256198347107437; StDev 0.7991251323318099; Min. 1.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Max. 5.0; Min. 1.0; Valid 363.0; StDev 0.8451208096112206; Mean 4.143250688705234

Variable Format: numeric

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f18152 Location:

Summary Statistics: StDev 0.9820156556188969; Max. 5.0; Mean 3.765840220385675; Min. 1.0; Valid 363.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Min. 1.0; StDev 0.8820263967195039; Mean 3.903581267217631; Valid 363.0; Max. 5.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: StDev 1.2003720714443729; Min. 1.0; Mean 2.96694214876033; Max. 5.0; Valid 363.0;

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f18152 Location:

Summary Statistics: Mean 3.1184573002754834; Max. 5.0; StDev 1.119770023853498; Min. 1.0; Valid 363.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: Mean 2.787878787878787; StDev 1.2924201746796484; Min. 1.0; Max. 5.0; Valid 363.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Mean 3.7052341597796143; Max. 5.0; StDev 0.9155803869774272; Min. 1.0; Valid 363.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Mean 4.071625344352617; Min. 2.0; StDev 0.7727001895963921; Max. 5.0; Valid 363.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Max. 5.0; Mean 3.9421487603305785; Valid 363.0; StDev 0.9220819644044377; Min. 1.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: Min. 1.0; StDev 0.7675023519705653; Mean 4.214876033057851; Max. 5.0; Valid 363.0;

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f18152 Location:

Summary Statistics: Min. 1.0; Valid 364.0; Mean 3.867768595041322; StDev 0.926578606160261; Max. 5.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: Min. 1.0; Mean 3.6280991735537196; StDev 1.0402285567218859; Valid 364.0; Max. 5.0;

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f18152 Location:

Summary Statistics: Mean 3.6115702479338845; Min. 1.0; Valid 364.0; StDev 1.0016947140529635; Max. 5.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Max. 5.0; Valid 364.0; Mean 3.3057851239669422; StDev 1.1147123450605951; Min. 1.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: StDev 0.9409719907530198; Min. 1.0; Mean 3.837465564738292; Max. 5.0; Valid 364.0;

Variable Format: numeric

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f18152 Location:

Summary Statistics: Mean 3.6253443526170797; Valid 364.0; Min. 1.0; StDev 1.00006450474591; Max. 5.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: StDev 0.9428090415820626; Min. 1.0; Mean 3.8484848484848486; Valid 364.0; Max. 5.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: Mean 4.134986225895316; Valid 364.0; Min. 1.0; StDev 0.7649081669994833; Max. 5.0

Variable Format: numeric

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f18152 Location:

Summary Statistics: StDev 0.7354615992064318; Valid 363.0; Mean 4.217630853994491; Min. 1.0; Max. 5.0;

Variable Format: numeric

Notes: UNF:6:lDHsabNL4ra655UP+CC6IA==

f18152 Location:

Summary Statistics: Valid 363.0; Min. 1.0; StDev 0.7653874830294229; Max. 5.0; Mean 4.1735537190082646;

Variable Format: numeric

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f18152 Location:

Summary Statistics: Max. 5.0; Valid 363.0; Min. 1.0; Mean 4.239669421487603; StDev 0.7398461097461891

Variable Format: numeric

Notes: UNF:6:bgsT/5/EUUnjB1zwKDh0Jg==

f18152 Location:

Summary Statistics: Max. 5.0; Mean 4.0606060606060606; StDev 0.8614946966400063; Valid 363.0; Min. 1.0

Variable Format: numeric

Notes: UNF:6:4xYaJP4ZV0Eh0phDYCGAug==

f18152 Location:

Summary Statistics: Mean 4.316804407713499; Valid 363.0; Min. 2.0; Max. 5.0; StDev 0.6449281366299506

Variable Format: numeric

Notes: UNF:6:lQoeJ/wZ/OC8WWVOhIo2Iw==

f18152 Location:

Summary Statistics: Mean 3.7438016528925617; Max. 5.0; Min. 1.0; StDev 0.9593586049676295; Valid 363.0

Variable Format: numeric

Notes: UNF:6:fJV/SNUphU2wZMlmDxx28w==

f18152 Location:

Summary Statistics: Valid 363.0; Mean 4.09641873278237; Max. 5.0; StDev 0.7999056304019043; Min. 1.0

Variable Format: numeric

Notes: UNF:6:TlFfudFLfkahLq376AAUjg==

f18152 Location:

Summary Statistics: Max. 5.0; Min. 1.0; Valid 363.0; StDev 0.8191671429884352; Mean 4.129476584022038

Variable Format: numeric

Notes: UNF:6:PhGQzvTSvTBYwszZ/NTa2w==

f18152 Location:

Summary Statistics: Valid 363.0; Max. 5.0; StDev 0.699962275113484; Mean 4.15426997245179; Min. 1.0

Variable Format: numeric

Notes: UNF:6:qUzFEQPGxYfOX83vX6kang==

f18152 Location:

Summary Statistics: Max. 5.0; StDev 0.7136894935333707; Mean 4.134986225895316; Min. 2.0; Valid 363.0;

Variable Format: numeric

Notes: UNF:6:+BlRa845MAKOuDx5rOts0w==

f18152 Location:

Summary Statistics: Max. 5.0; Mean 4.289256198347108; Valid 363.0; Min. 1.0; StDev 0.6661261373540077

Variable Format: numeric

Notes: UNF:6:zgaddtAWkCyrpJZv7kN5OQ==

f18152 Location:

Summary Statistics: Min. 1.0; Mean 4.294765840220386; Valid 363.0; StDev 0.6801447178968048; Max. 5.0

Variable Format: numeric

Notes: UNF:6:ULr3yBIiGqEh9q30skEuJw==

f18152 Location:

Summary Statistics: StDev 0.7711326748228897; Max. 5.0; Valid 363.0; Mean 4.146005509641873; Min. 1.0;

Variable Format: numeric

Notes: UNF:6:Gqn8mvzMLq5fuB3xPAwfrA==

f18152 Location:

Summary Statistics: Max. 5.0; Valid 363.0; StDev 0.8578032234615163; Min. 1.0; Mean 3.887052341597796

Variable Format: numeric

Notes: UNF:6:rFnuTkhA18WizXxjfvCYFA==

f18152 Location:

Summary Statistics: Mean 4.217630853994491; Valid 363.0; Max. 5.0; Min. 1.0; StDev 0.6726856426682771;

Variable Format: numeric

Notes: UNF:6:+2daVs+hcl6w0urbhKax+w==

f18152 Location:

Summary Statistics: Min. 1.0; Mean 4.231404958677686; Valid 363.0; Max. 5.0; StDev 0.7443377112394155

Variable Format: numeric

Notes: UNF:6:Xf+BNk3lyUvoYmpY+rUxMg==

f18152 Location:

Summary Statistics: Min. 1.0; Valid 363.0; Mean 4.03305785123967; Max. 5.0; StDev 0.9454796581295671;

Variable Format: numeric

Notes: UNF:6:N9XO3qCs60e5CIwEd9nTgA==

f18152 Location:

Summary Statistics: Valid 363.0; Min. 1.0; StDev 0.8197521994345902; Max. 5.0; Mean 3.853994490358127

Variable Format: numeric

Notes: UNF:6:RM9ARHl6ZGEWtl78m/GApQ==

f18152 Location:

Summary Statistics: Max. 5.0; Min. 2.0; StDev 0.8151720222945881; Valid 363.0; Mean 3.8567493112947657;

Variable Format: numeric

Notes: UNF:6:N06olBk6Aq2gtUXgxLqAVg==

f18152 Location:

Summary Statistics: Mean 3.597796143250689; Min. 1.0; Valid 363.0; StDev 1.0528548888100202; Max. 5.0

Variable Format: numeric

Notes: UNF:6:F9PxuUbG2J9MiEpgMUG6EA==

f18152 Location:

Summary Statistics: Max. NaN; Valid 0.0; Min. NaN; Mean NaN; StDev NaN

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==

f18152 Location:

Summary Statistics: Valid 0.0; Min. NaN; Max. NaN; Mean NaN; StDev NaN

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==

f18152 Location:

Summary Statistics: Valid 0.0; Min. NaN; Mean NaN; Max. NaN; StDev NaN

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==

f18152 Location:

Summary Statistics: Mean NaN; Min. NaN; StDev NaN; Max. NaN; Valid 0.0;

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==

f18152 Location:

Summary Statistics: StDev NaN; Max. NaN; Mean NaN; Min. NaN; Valid 0.0

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==

f18152 Location:

Summary Statistics: Min. NaN; StDev NaN; Mean NaN; Max. NaN; Valid 0.0

Variable Format: numeric

Notes: UNF:6:/53yN8DeEEyb1Z07v0x+CA==