Impact of Beauty Vlogger's Credibility and Popularity on eWOM Sharing Intention: The Mediating Role of Parasocial Interaction

Abstract

Drawing on the foundation of three critical theories of consumer psychology-parasocial theory, source credibility theory and signaling theory, the study tries to examine the impact of beauty vlogger’s credibility and popularity on the eWOM intention of the viewers among the millennial female sample from Delhi-National Capital Region. The study incorporates parasocial interaction (with the vlogger) as a mediator between the relationship of vlogger popularity and eWOM intention of followers. An online survey was administered and data was collected from 490 female millennial beauty vlog followers in Delhi-National Capital Region, India. The study attempts to explore eWOM behavior of women in the Indian context. Findings reveal that there is significant relationship between credibility of a beauty vlogger and eWOM Intention. Additionally, a significant association was established between vlogger popularity and eWOM intention, with parasocial interaction as a partial mediator.