Influencer-generated content on social media: how does influencers’ self-disclosure affect followers’ purchase intentions?

Purpose This study investigates the effects of two types of self-disclosure by influencers (i.e. personal self-disclosure and professional self-disclosure) on followers’ parasocial relationships with them and online engagement with their content, which eventually affect followers’ purchase intentions. Design/methodology/approach This study collected data based on a cross-sectional survey of 823 social media users. Structural equation modeling analysis was used to test the overall structural model and the mediating roles of parasocial relationships and engagement. Findings This study reveals that influencers’ personal self-disclosure has a positive impact on followers’ parasocial relationships with them and online engagement with their content. Interestingly, the results indicate an inverted U-shaped relationship between influencers’ professional self-disclosure and followers’ parasocial relationships, as well as online engagement with the influencers’ content. Furthermore, followers’ parasocial relationships and engagement partially mediate the impact of influencers’ personal and professional self-disclosure on followers’ purchase intentions. Research limitations/implications This study contributes to the literature by revealing the underlying mechanisms of the differential effects of influencers’ personal and professional self-disclosure on followers’ purchase intentions. Practical implications The findings will assist marketers in leveraging influencer-generated content to enhance influencer marketing effectiveness. Originality/value This research provides a better understanding of the potential linear and nonlinear effects of influencers’ self-disclosure on followers’ parasocial relationships and engagement in social media marketing.