Abstract
This research provides insight into the complex dynamics of parasocial relationships between Instagram influencers (Instafamous) and consumers of luxury brands on social media. In so doing, it seeks to examine how these virtual relationships mediate the consumer habits of Saudi female with respect to luxury brands. Building on the convergence between theories of Social Influence and Parasocial Relationship, this research seeks to interrogate the social psychology of parasocial relationships between Instagram influencers and consumers to examine the positionality of influence in reconfiguring attitudes towards the marketplace and luxury goods employing qualitative methodology. This research is one of the few studies that focuses on parasocial relationships, Instafamous and consumer engagements with luxury brands in a Saudi Arabian context. Marketing practitioners can benefit from the findings of this research in improving customer engagements with luxury brands through hiring Instafamous who are more likely to develop parasocial relationships their followers to promote their brands.
Details
Presentation Type
Theme
KEYWORDS
Parasocial Relationship, Social Media, Instagram Influencers, Consumer Habits, Luxury Brands
