Investigating the effect of Homophily with influencer on purchase intention via the citizenship behavior and the role of moderating Para-social Relationship

Document Type : Original Article

Authors

1 MSc, Department of Business Administration, Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

2 Professor, Department of Business Administration, Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

3 Assistant Professor, Department of Business Administration, Faculty of Economic & Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

10.22034/cbsj.2024.140314.2642

Abstract

The era of tension and competitive challenges in organizations that provide services and products has made it very important to pay attention to the field of marketing and how to attract audiences. Therefore, in this research, the effect of Homophily with influencer on purchase intention has been investigated via citizenship behavior and the moderating role of para-social relationship.
This research is applied in terms of purpose and survey-analytical in terms of data collection method. The population of this study was Iranian users on Instagram, who followed at least one influencer; Finally, a sample of 300 people was selected. The data collection tool was an online questionnaire and analyzes were done using Amos software. The results showed that simulating with a influencer has a significant impact on citizenship behavior and citizenship behavior in turn has a high impact on purchase intention. If the audience feels more similar to influencer who are activing in social networks, they will trust the influencer and shape their actions and behavior accordingly. They also compensate his services with behaviors such as giving feedback, promoting, supporting, etc (citizen behavior). The moderating effect of para-social relationship was also significant on the relationship between similarity with influencer and citizenship behavior. Para-social relationships, with their appropriate influence, improve the perception of similarity with the influencer and facilitate its acceptance, which leads to an increase in citizenship behavior.

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Main Subjects

References

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Consumer Behavior Studies Journal
Volume 13, Issue 1
June 2026
Pages 159-179

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