ISSN: 2222-6990
Open access
This study explores the influence of Intimate Source Disclosure (ISD) on purchase intention among Chinese urban women in the luxury cosmetics market, with a specific focus on the mediating role of Parasocial Relationships (PSR). As social media influencers (SMIs) increasingly shape consumer decisions, concerns have emerged regarding the authenticity and transparency of brand-influencer collaborations. To address this, a cross-sectional survey of 385 female consumers in Beijing was conducted, and the data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that ISD significantly enhances PSR, which subsequently exerts a strong positive influence on consumers’ purchase intentions. These findings underscore the importance of transparent self-disclosure in fostering consumer trust and relational closeness. The study provides both theoretical implications for understanding mediated communication in influencer marketing and practical guidance for brands seeking to enhance campaign effectiveness in the luxury cosmetics sector.
Ahearne, M., Bhattacharya, C. B., & Gruen, T. W. (2021). The role of transparency in influencer marketing. Journal of Marketing Research, 58(4), 662-676. https://doi.org/10.1509/jmr.20.0197
Ashraf, S., Khan, M. A., & Rafiq, M. (2023). The impact of influencer - generated content on consumer purchase intention: The mediating role of brand love and brand engagement. Journal of Retailing and Consumer Services, 70, 103433.
Breves, P., Amrehn, J., & O'Keefe, M. (2021). The power of parasocial relationships in the beauty and cosmetics industry. Journal of Consumer Behavior, 15(2), 75-90. https://doi.org/10.1002/cb.1919
Chekima, B., Wafa, S., & Osman, M. (2023). Social influence and emotional connection in luxury goods purchase intention. International Journal of Retail & Distribution Management, 51(3), 302-319. https://doi.org/10.1108/IJRDM-11-2021-0437
Djafarova, E., & Bowden, M. (2021). The role of transparency in fostering parasocial relationships with influencers. Journal of Social Media Studies, 3(4), 101-113. https://doi.org/10.1080/2020.12.0083
Gopakumar, S., & Dananjayan, M.P. (2024). Trust and authenticity in influencer marketing. Business Perspectives and Research, 12(1), 102-117. https://doi.org/10.1177/22785337241247892
Hanzaee, K.H., & Adibifard, S. (2012). New Product Specification and Purchase Intention: Validating and Developing a Native Scale (NPPI-I). International Journal of Retail & Distribution Management, 51(3), 302-319. https://doi.org/10.1108/IJRDM-11-2021-0437
He, L., Su, H., & Yang, X. (2022). Social media influencers and consumer behavior in China’s luxury market. Journal of Luxury Marketing, 7(2), 84-99. https://doi.org/10.1108/JLUX-07-2022-009
Huang, Q., & Su, Y. (2021). Transparency and trust in influencer marketing: An empirical study. Marketing Science Review, 33(2), 110-126. https://doi.org/10.1023/mars.2021.2345
Jamieson, L., & Bass, F.M. (1989). Adjusting stated intention measures to predict trial purchase of new products: A comparison of models and methods. Journal of Marketing Research, 26(3), 336-345. https://doi.org/10.1177/002224378902600307
Jansom, S., & Pongsakornrungsilp, S. (2021). Emotional engagement and parasocial relationships in luxury marketing. Asian Journal of Marketing, 45(3), 177-193. https://doi.org/10.1108/AsianMar-07-2021-0155
Koay, K., Lim, W.M., & Zhang, H. (2023). Influencer engagement and emotional connections in luxury marketing. International Journal of Strategic Marketing, 41(1), 89-104. https://doi.org/10.1080/0965254X.2023.2218091
Labrecque, L. I. (2014). When social media relations translate into sales: The role of parasocial interaction. Journal of Marketing Theory and Practice, 22(3), 265-285.
Li, H., & Su, Z. (2023). Exploring the role of influencer source disclosure in consumer behavior. Journal of Consumer Research, 12(1), 45-60. https://doi.org/10.1086/722905
Li, Y., Chen, Z., & Li, X. (2023). Intimate Source Disclosure and Consumer Purchase Intention in Online Luxury Markets. Journal of Marketing Theory and Practice, 10(3), 223-238. https://doi.org/10.1080/10696679.2023.1892456
Lu, X., Wu, L., & Wang, M. (2022). Authenticity and the transparency dilemma in influencer marketing. Journal of Business Research, 63(6), 778-790. https://doi.org/10.1016/j.jbusres.2021.07.034
Marbach, J., Lichtenstein, S., & Cheng, M. (2021). Influencer marketing: The role of authenticity in fostering trust and purchase intention. International Journal of Advertising, 40(2), 207-225. https://doi.org/10.1080/02650487.2021.1818760
Pentina, I., Zhang, L., & Rains, S. (2022). Transparency in influencer marketing: A study of Instagram's impact on parasocial relationships. Journal of Interactive Marketing, 50(4), 49-65. https://doi.org/10.1016/j.intmar.2021.11.003
Taher, S.S., Chan, T., & Zolkepli, I.A. (2022). Parasocial relationships and the success of influencer marketing in the beauty industry. Romanian Journal of Communication and Public Relations, 24(2), 45-63. https://doi.org/10.21018/rjcpr.2022.3.348
Wright, M.J., & Macrae, M. (2007). Bias and variability in purchase intention scales. Journal of the Academy of Marketing Science, 35(4), 617-624. https://doi.org/10.1007/S11747-007-0049-X
Zhang, Q., Liu, L., & Wang, H. (2023). The growth of the luxury cosmetics market in China and its impact on consumer behavior. Asian Journal of Business and Marketing, 8(3), 102-118. https://doi.org/10.21272/ajbm.8.3.102
Sijing, F., Hashim, N. B., & Kamarudin, S. B. (2025). The Mediating Role of Parasocial Relationships in the Influence of Intimate Source Disclosure on Purchase Intention in China’s Luxury Cosmetics Market. International Journal of Academic Research in Business and Social Sciences, 15(7), 400-409.
Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode