Self-Disclosure Enhances the Mitigating Role of Parasocial Relationships in Influencer-Brand Incongruence

Parasocial relationships represent a key mechanism in influencer marketing success. Beyond their direct positive effects on persuasion outcomes, they may mitigate potential negative effects, such as incongruence between the influencer and the advertised brand. Yet prior findings are somewhat unclear regarding the conditions under which parasocial relationships exert this mitigating role. This study examined the moderating effect of self-disclosure, defined as the sharing of intimate personal information. A total of 304 respondents (58.3% women, Mage = 25.3 years, SDage = 9.36) participated in a between-subject online field experiment conducted in collaboration with a fitness micro-influencer on Instagram. A moderated mediation model was tested. Results showed that including self-disclosure in the post enhanced the mitigating role of parasocial relationships: respondents with stronger parasocial relationships did not perceive the influencer as less trustworthy when influencer-brand congruence was lower, whereas respondents with weaker parasocial relationships did. Moreover, when self-disclosure was absent, no interaction effect between parasocial relationships and influencer-brand congruence was found. Theoretical and practical implications for influencer marketing are discussed.