... and assesses whether their associations with impulse buying tendency vary across parasocial relationships and self-esteem. Design/methodology/approach Survey data from 1,489 Portuguese Generation Z consumers were analysed using partial least squares structural equation modelling (PLS-SEM) to estimate...

... to their recommendations, increasing the persuasive effectiveness of influencer endorsements among younger audiences (Li and Chan, 2025). Young consumers Influencer marketing Social media Child vulnerability Parasocial relationships Children’s socialisation Prior research has also shown that excessive...

... the psychological mechanisms underlying young adult consumers’ engagement with deinfluencers by focusing on wishful identification, parasocial relationship development, self-expansion and anti-consumption attitudes. With parasocial relationship and self-expansion theories as the underlying frameworks, this study...