Influencer-Led Communities and Consumer–Brand Identification: A Parasocial Perspective on Hospitality

This study investigates how parasocial interactions with travel influencers shape consumer–brand identification and purchase intention within hospitality-related virtual communities. Grounded in social influence theory and the literature on parasocial interaction, the study examines the mediating roles of perceived information quality and a sense of belonging in influencer-led digital environments. Data were collected from 940 consumers and analyzed using confirmatory factor analysis and structural equation modeling. The findings demonstrate that parasocial interaction significantly enhances perceived information quality and consumers’ sense of belonging to influencer-led virtual communities, thereby strengthening consumer–brand identification and purchase intention. The results further suggest that influencer-led social environments function not only as promotional channels but also as psychologically meaningful communities that shape consumer perceptions and behavioral outcomes. By integrating parasocial interaction, virtual community belonging, and consumer–brand identification within a hospitality context, this study contributes to the growing literature on influencer marketing and digital consumer behavior.