..., following a purposive sampling method. The responses were then examined using the structural equation modeling technique. Findings The findings of this study suggest that the influence of parasocial relationships with SMIs weakens among consumers with xenocentric intentions, primarily due...

...Eugene Cheng-Xi Aw; Angeline Gautami Fernando; Saju Balakrishnan; Umayal Palaniappan; Booshnam D. Purpose The purpose of this study is to provide a systematic review of consumers’ parasocial interaction ( PSI ) and parasocial relationship ( PSR ) with online influencers. This study aims...