Antecedents of Parasocial Relationships and Their Association with Brand Attitudes in YouTube Influencer Marketing: A Balance Theory Perspective

Abstract

Parasocial relationships (PSR) have received increasing attention in influencer marketing research, but questions remain about the characteristics of these relationships and their relevance to followers' evaluations of endorsed brands. Drawing on balance theory, this study examines the associations of self-disclosure and physical, social, and task attractiveness with PSR, as well as the association between PSR and attitudes towards endorsed brands. Data were collected through an online survey of 333 YouTube influencer followers in Malaysia and analyzed using partial least squares structural equation modeling (PLS-SEM). Social attractiveness had the strongest positive association with PSR, followed by physical attractiveness and self-disclosure. Task attractiveness was not significantly associated with PSR. PSR was positively associated with attitudes towards endorsed brands, while age and gender, included as demographic controls, were not significantly associated with PSR. The findings show that the three dimensions of interpersonal attraction are differently associated with PSR and identify social attractiveness as the most prominent antecedent in the model. They also support the application of balance theory to the association between followers' PSRs with influencers and their attitudes towards endorsed brands.