Increasing Social Media Stickiness Through Parasocial Interaction and Influencer Source Credibility

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Abstract
Social media influencers (SMIs) present an effective marketing channel for brands because they possess “sticky” followers. However, little is known about how the characteristics of an SMI contribute to their stickiness, as reflected in the length of association and frequency of interaction with followers. This two-study research ( N Study 1 = 417 and N Study 2 = 249) is the first to investigate the drivers of online stickiness of SMIs through the lens of parasocial interaction (PSI) and source credibility alongside being the first to offer empirical data regarding financial influencers. The results reveal that PSI mediates the influence of source credibility dimensions (i.e. physical attractiveness, social attractiveness, attitude homophily, expertise, and trustworthiness) on stickiness. The perceived trustworthiness of the SMI also partially mediated the influence of the other four dimensions on PSI. These findings extend the literature on stickiness by showing how different personal characteristics help to build trust, create a psychological bond, and contribute to an enduring relationship between SMIs and their followers.

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