Purpose While much research has explored the global phenomenon of luxury brand consumption, few studies have empirically examined the factors influencing purchase intentions. This study aims to investigate the impact of parasocial relationships with social media influencers (SMIs) on luxury brand purchasing intentions along with the moderation of consumer xenocentrism in the context of the UAE. Design/methodology/approach The data was collected via online questionnaires from 437 buyers of luxury products in the UAE markets, following a purposive sampling method. The responses were then examined using the structural equation modeling technique. Findings The findings of this study suggest that the influence of parasocial relationships with SMIs weakens among consumers with xenocentric intentions, primarily due to the moderating effects of consumer social aggrandizement and perceive inferiority. Furthermore, consumer xenocentrism plays a pivotal role in shaping the relationship between parasocial interactions and luxury brand purchasing behavior. As a result, consumers with strong xenocentric tendencies exhibit lower perception of local SMIs when making purchasing decisions for luxury brands. Research limitations/implications The study acknowledges two key methodological limitations: the potential for social desirability bias in self-reported data and the lack of longitudinal data. Future research should adopt a longitudinal approach to examine how parasocial relationships and xenocentrism influence luxury brand purchases over time, while also exploring cultural segmentation within the UAE and the impact of demographic factors on consumer behavior. In addition, future research should examine how brand origin shapes parasocial relationships and xenocentric behavior by focusing specifically on foreign luxury brands and comparing findings across diverse cultural contexts such as the GCC, East Asia and Western Europe. Originality/value Studies have shown that consumers with high levels of consumer xenocentrism are more likely to be attracted to foreign influencers and foreign luxury brands, as they perceive them to be more prestigious and exclusive. However, the originality of this study comes from investigating the interplay of parasocial relationships, consumer xenocentrism and luxury brand purchasing intentions. Moreover, the study situates its findings within the broader international literature by drawing contextual parallels with consumer behavior in other markets, thereby contributing to the cross-cultural understanding of parasocial relationships and xenocentrism in luxury brand consumption.
Alaya et al. (Thu,) studied this question.