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This is a Quantitative Study study.

October 11, 2025Deleted Journal

The Power of Parasocial Interaction: Relatability, Trust, and Ethical Engagement in Gen Z Influencer Marketing

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Survey analysis uncovers how relatability and trust affect purchase intention in Gen Z, indicating emotional mediation by parasocial interactions.

Purchase intention increases when relatability and trust are established through influencer engagement, leading to stronger consumer connections.
Survey data from 400 Indonesian Gen Z users revealed emotional mediation (β = 0.24, p < 0.01), suggesting PSI plays a significant role in marketing effectiveness.
Structural equation modeling analyses confirmed that parasocial interactions enhance consumer trust and brand loyalty in influencer contexts.
Emphasizing authenticity and ethical transparency is crucial, as Gen Z prefers genuine engagement over manipulative marketing tactics.

Lestari et al. (2024) studied this question.

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Survey analysis uncovers how relatability and trust affect purchase intention in Gen Z, indicating emotional mediation by parasocial interactions.