Me, myself, and the influencer: Examining how parasocial interaction and self-congruence with social media influencers affects news media trust

Social media influencers (SMIs) develop unique relationships with their followers, including high levels of trust and credibility. This study examined how these influencer–follower relationships affect news media trust with a focus on actual self-congruence, ideal self-congruence, parasocial interaction (PSI), and source and message credibility. Data showed that respectively, positive correlations exist between each of these variables and news media trust. However, ordinary least squares (OLS) regression only showed direct effects of actual self-congruence and PSI on trust, while message credibility had a negative effect. Structural equation modeling showed that actual self-congruence positively mediated the relationship between PSI and trust. Overall, consuming SMI-based news and information increased news media trust among followers, suggesting that SMIs play a complimentary rather than a disruptive role regarding news media trust.