The impact of social media influencer’s content value on repurchase intention: The role of parasocial relationship and trust

This study examines the influence of social media influencers’ (SMIs’) advertising value on followers’ repurchase intention by focusing on the mediating role of parasocial relationships (PSR) and trust within the influencer marketing context. We integrated Ducoffe’s model and the Elaboration Likelihood Model (ELM) to study the role of SMI’s content value (informative value, entertainment value) on repurchase intention through PSR and trust. Data were collected from 300 social media users who had a shopping experience after viewing the content posted by an SMI. The results showed that an influencer’s advertising value (i.e., informative and entertainment value) positively impacts PSR. Subsequently, PSR positively affects trust and repurchase intention. However, entertainment value does not show any influence on trust and repurchase intention. These findings contribute to the influencer marketing literature by clarifying the underlying mechanisms through which content value affects consumer behavior. From a practical perspective, the study provides insights for marketers and brands on how to design effective influencer content strategies.