Social media influencers and their followers : factors influencing their parasocial relationship in the Maltese market

Abstract

The study's objective was to determine which factors had the greatest influence on the parasocial relationship between Social Media Influencers (SMIs) and their followers in the Maltese market. These factors comprise: credibility, informativeness, trustworthiness, attractiveness, authenticity, entertainment, interactivity, personalisation, and sincerity. The method and methodology were mainly focused on quantitative research, specifically, a questionnaire, targeting individuals aged eighteen to fifty, as this was deemed the best approach given the nature of the study and time constraints. The study's main finding was that, while all nine factors identified are important in the parasocial relationship, credibility, informativeness, trustworthiness, and sincerity have far greater influence. This, in turn, influences the follower's purchase intention when purchasing a product recommended by the SMI. The study emphasized what followers, or as businesses see them, consumers seek out of the SMIs they follow, and what factors are required to maintain the two parties' parasocial relationship. The findings are also important for future SMIs who want to pursue a career in this field, as they can show them exactly what their target audience expects from them and how to gain a following. Limited time and a lack of participants could both have influenced the outcome. Future researchers are encouraged to investigate the parasocial relationship from the perspective of SMIs, and to use a qualitative method to collect more detailed data from the SMIs' personal experiences.