International Journal of Business, Management and Commerce (IJBMC)

This study constructed the personality traits of celebrities and audiences through parasocial interaction to affect consumers' purchase intention and word of mouth on social media. 252 participants in Mongolia with online questionnaires were collected. A structural equation model (SEM) was used to test the hypothesized model. The results showed that: On the social media platform, 1. the celebrity's attractiveness and trustworthiness positively affected parasocial interaction, 2. audiences' empathy and low self-esteem positively affected parasocial interaction, 3. parasocial interaction positively affected consumer purchase intention and eWOM. Therefore, matching the traits of celebrities and audiences would enhance parasocial interaction and the performance of marketing activities on social media.