Exploring the Impact of Para-Social Interaction

Bai, Bingqian, Vignali, Gianpaolo ORCID: https://orcid.org/0000-0002-4408-1282, Ryding, Daniella ORCID: https://orcid.org/0000-0003-0747-9045 and Vazquez, Delia (2025) Exploring the Impact of Para-Social Interaction. In: Contemporary Issues in Social Media Marketing. Routledge, London, pp. 152-170. ISBN 9781003412656

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Abstract

In today’s world, social media platforms have overtaken traditional channels in influencing how consumers make purchasing decisions. Young individuals who have grown up in the internet age are notably engaged with platforms such as Douyin, forming a significant audience for fashion brands aiming to strengthen their market presence. This conceptual chapter aims to investigate the impact of virtual influencers on social media platforms, particularly interacting with Douyin. Taking an innovative approach, the chapter leverages insights from established theories such as the Source Attractiveness Model and the Theory of Persuasion to dissect the relationships followers maintain with virtual influencers, who are digital representations in the online space. Through an in-depth analysis of interactions with the well-known virtual influencer Yexi Liu, the chapter unravels the nuances of how these digital personas are reshaping followers’ brand perceptions and purchasing habits.