... impulsive and compulsive buying. These effects were stronger among adolescents who viewed influencers as friends or idols, underscoring the moderating role of parasocial relationships and wishful identification. Research limitations/implications The findings contribute to ongoing debates on adolescent...

... to lay the foundation for the subsequent analysis. Quantitative study found that hedonic motivation and ideal self-congruence significantly influenced parasocial relationships and emotional attachment, which in turn enhanced customer engagement. Originality/value This study contributes to VIs...

..., parasocial relationships ( PSR ) and follower engagement behavior (like, share and comment). It examines the mediating roles of PSRs and influencer credibility in the relationship between perceived value and follower engagement behavior. Design/methodology/approach An online questionnaire...