Rajender Kumar and Anshika Singh
Purpose – The goal of this research is to look at influence of trustworthiness, attractiveness, prestige and BFI on parasocial relationship. A mediation impact of prestige on relationship between trustworthiness and parasocial relationship was also analysed. Design/methodology/approach – Data were collected by sending questionnaires online in Delhi-NCR and a usable sample of total 147 respondents were collected from the people who follow social media influencers on any social media website. Findings – Trustworthiness, attractiveness, prestige and BFI influences parasocial relationship. Additionally, mediation effect of prestige was also found on relationship between trustworthiness and parasocial relationship. Research limitations/implications – The study is limited to the people who reside in Delhi-NCR only. The study did not focus that parasocial relationship is more with males and females. Practical implications –The findings can be used different small or medium enterprises, if they want to market their product with slightly low budget. Originality/value - There has been limited research on the subject of parasocial relationship with BFI. Combined effect of trustworthiness, attractiveness, prestige and BFI on parasocial relationship is rarely reviewed.