How parasocial relationships drive purchase intentions: a meta-analysis

Purpose This study presents a meta-analytic framework grounded in parasocial relationship (PSR) theory, source credibility theory and the theory of planned behaviour to synthesize the literature on parasocial relations and their influence on purchase intentions. Design/methodology/approach The study utilized the meta-analytic bivariate analysis to examine the proposed model and relationships within it to address inconsistencies in the existing research through moderation analysis. Findings The findings reveal that perceived similarity, engagement, trustworthiness and brand credibility positively influence consumer attitudes, which subsequently drive purchase intentions. Meanwhile, attractiveness has a negative impact on attitudes, while perceived utility, expertise and sponsorship disclosure show no significant effect. Moderation results further demonstrate that these relationships vary depending on contextual (country growth, Internet penetration and cultural perspective) and methodological (gender, research method, age and sample size) factors within the PSR literature and highlight the reasons for inconsistencies in the existing literature. Research limitations/implications This review contributes to advancing the theoretical understanding of PSR. From a practical standpoint, it offers important insights for marketers on optimizing parasocial dynamics to effectively influence consumer attitudes and purchasing behaviour. Originality/value The study contributes to the PSR literature by synthesizing the previous studies' findings.