Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping

In an age where online shopping permeates daily life, the cascading influences originating from parasocial interactions play a pivotal role in steering consumers’ purchase decisions. This research delves deep into the interplay of parasocial interaction, vicarious expression, electronic word-of-mouth (eWOM), and the bandwagon effect, all converging towards influencing online purchase intention. Through two controlled quasi-experiments—with 232 participants in Study 1 and 252 in Study 2—we offer a fresh perspective rooted in parasocial relationship theory. Study 1 delineates how parasocial interactions heighten the impact of vicarious expressions, leading to amplified bandwagon effect and pronounced eWOM. The study further corroborates the mediating role of vicarious expression between parasocial interaction and the bandwagon effect. Study 2 sheds light on the cyclical nature of this process, illustrating that eWOM, in turn, reinforces the bandwagon effect, driving online purchase intention. These findings underscore the potent influence of parasocial interactions on online purchasing behaviors, suggesting that brands can strategically leverage such interactions to enhance eWOM and harness the bandwagon effect. Moreover, recognizing the cyclical reinforcement between eWOM and the bandwagon effect offers marketers a unique opportunity to amplify and sustain online purchase momentum.