This study investigates the influence of motivation and vlogger characteristics on information adoption through parasocial interaction (PSI) and flow experience. Further, the impact of parasocial interaction on flow experience and information adoption has been studied. The study considers hedonic and utilitarian motivation and four vlogger characteristics (physical attractiveness, expertise, trustworthiness and homophily) as influencing factors of parasocial interaction which leads to information adoption. A sample of 254 respondents was analysed. The result shows that both hedonic and utilitarian motivations have a significant positive influence on parasocial interaction. Moreover, vloggers' attributes, trustworthiness, expertise and homophily significantly influence parasocial interaction. Homophily and expertise are the strongest predictors of parasocial interaction. However, physical attractiveness has shown an insignificant influence on PSI. The study's findings will assist marketers in selecting the most motivational and influential vloggers and in designing suitable content to engage with customers and affect their purchase decisions.
Zaidi et al. (Thu,) studied this question.