Self-Disclosure, Para-Social Relationship, Ambivalent Attitude and Purchase Intention

Social media has attracted numerous attention in recent years, and consumers' usage frequency and dependence on social media platforms are increasing year by year.However, social media influencers (SMI) are gradually playing an important role in people's daily life and consumption behavior.As such, the information released by SMI is attracted by followers, and their self-disclosure behavior has an impact on consumer behavior, especially consumers' purchasing decisions.The focus of this paper is two-fold: (i) review the existing literature on SMI self-disclosure and consumer purchase intention; (ii) studying the relationship between SMI self-disclosure, para-social relationship, ambivalent attitude and consumer purchase intention, especially in Chinese social media context.Accordingly, such thought depends upon more detailed empirical research by using the structural equation model approaches to test the proposed hypothesis model.The findings of this study will guide the effectiveness of enterprises' social media marketing methods and SMI self-disclosure content, to achieve sustainable marketing effects.