Shaping Luxury Brand Perceptions: Parasocial Relationships Between Saudi Female Followers and Instagram Influencers

Abstract

This research is one of the few studies that focuses on parasocial relationships, Instagram influencers (i.e., the Instafamous), and consumers’ luxury brand perceptions in a Saudi Arabian context. It aims to provide insight into the complex dynamics of the parasocial relationships between the Instafamous and consumers of luxury brands on social media. The intention is to explore the nature and dimensions of these relationships, and how they shape Saudi female followers’ perceptions and endorsements of luxury brands. Building on the convergence between the primary theory of parasocial relationships and the complementary social influence theory, this qualitative research seeks to interrogate the social psychology of parasocial relationships between Instagram influencers and consumers in order to examine the positionality of influence in reconfiguring perceptions towards the marketplace and luxury goods. The thesis adopts an interpretivist approach to explore the influence of parasocial relationships with the Instafamous on Saudi female followers’ luxury brand perceptions and the effectiveness of Instafamous endorsements through conducting semi-structured interviews with six Instafamous, focus groups with 28 Saudi female followers, and netnography on ten Instafamous accounts. Through thematic analysis of the collected data, it is found that the perceived credibility of the Instafamous may play a role in the followers’ luxury brand perceptions. Moreover, modesty and privacy displayed by the Instafamous are perceived positively and could lead to more effective luxury brand endorsements. Through adopting the theory of parasocial relationships, it is argued that such relationships the followers build with the Instafamous are not proximate to real-life relationships and are indeed parasocial due to the inequivalence in the investments of time and emotions between the two involved parties (i.e., the follower and the Instafamous). Furthermore, the study expands on the definition provided by Audrezet et al. (2018) that transparent authenticity includes two significant values in Saudi society, namely, modesty and privacy, which influence the formation of parasocial relationships with the Instafamous and ultimately the followers’ perceptions of luxury brand endorsements. Additionally, an original categorisation of the motivations for toxic parasocial relationships with the Instafamous is presented, which includes factors such as moral judgments tied to disobedience regarding religious laws and beauty standards. Furthermore, a disconnect between the values of Islam and the Saudi culture, and those demonstrated by the Instafamous can adversely impact luxury brand associations among Saudi females. Finally, it is revealed that some Saudi female followers find it rewarding to follow Instafamous who practice sharenting (i.e., the practice of posting information about their personal lives on social media channels), fostering parasocial interactions that may lead to the development of positive parasocial relationships. It is believed that brand marketers can leverage these findings to positively influence consumer perceptions through parasocial relationships.