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THE ROLE OF RELIGIOUS INFLUENCER ON ORGANIC FOOD PURCHASE INTENTION: PARASOCIAL AND ATTACHMENT THEORY PERSPECTIVE

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Purpose: Religious leaders leverage their influence on social media, akin to traditional influencers, to recommend products, capitalizing on their fame. This study explores the captivating realm of religious endorsement by examining how parasocial relationships influence followers' intentions to purchase organic food. It also investigates how followers' traits affect their desire to form these relationships.

Design/methodology/approach: Data from an online survey of 560 respondents was analysed using a covariance-based structural equation modelling approach (CB-SEM).

Findings: The findings indicate that attractiveness, trustworthiness, expertise, and interactivity significantly influence the development of parasocial relationships with religious influencers, with attractiveness being the most important factor. In contrast, self-disclosure has been found to be less impactful. Although attachment styles do not moderate the dynamics between influencers and followers, attachment style avoidance directly and negatively affects these relationships. Additionally, strong parasocial relationships with religious influencers reduce perceived fit uncertainty but do not alleviate perceived quality uncertainty. They also lead to a greater intention to purchase organic food products recommended by these influencers. However, in this context, perceived quality uncertainty does not significantly influence purchase intentions.

Practical Implication: Current research findings help social media marketers, especially organic food marketers, choose and use religious influencers effectively to promote their products to the target market and tailor marketing campaigns to segments influenced by religious endorsements.

Originality/value: This study bridges a critical gap in existing research by intricately blending the religious context into the dynamics of influencer marketing and parasocial relationships, particularly in an emerging market with a strong religious identity like Indonesia. It extends the parasocial theory by illuminating how individuals' attachment styles influence these relationships.

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Availability

30007580

7580

RLC MM (Rak Tesis)

Available

Detail Information

Series Title

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Statement of Responsibility

Athiyah Dwi Pasya

Call Number

7580

Publisher

Salemba, Jakarta : Magister Manajemen FEB UI., 2025

Collation

xii, 175 p. : ill. ; 30 cm.

Language

English

ISBN/ISSN

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Classification

650

Content Type

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Edition

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Subject(s)

Tesis
Manajemen Pemasaran
Social Media Influencer
Parasocial Relationship
Interactives Marketing
Spirituality
Perceived Product Uncertainty
Attachment Styles
Green Purchase

Specific Detail Info

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