How Effective Are Social Media Influencers Recommendations The Effect of Message Source on Purchasing Intention and e-Word of Mouth (WOM) from a Para-Social Interaction Perspective

Purpose –The aim of this study was to eplainhow the source credibility, attitude homophily, interactivity, and para-social interaction are related affect toward post. Following this, effect on buying e-WOM intention moderating role risk aversion levels in relationship also has been investigated. Design/methodology/approach –Data were collected from 570 followers an influencer who mainly share content experience products Instagram. The research model tested with SEM multi group comparison analysis using AMOS. Findings –This revealed that consumers influencers results generation a positive towards recommendation post influencer. Also, once generated, it purchase engagement. Relationships examined context showed homophily influencer's interactivity most influential among antecedents (influencer's interactivity) formation interaction. In study, determined have attitude-purchase relationship, even perceived as inherently risky, low tended make purchases by considering share.Discussion –Today, where marketing is used extensively businesses, possible for these activities create desired choosing right It crucial determine what necessary ensure buy product word-of-mouth communication ultimate goals posts. For purchasing decision relatively can be said success marketing, expertise, willingness interact essential at point establishing order high product, recommended pay great attention shared provide helpful information reflects truth.