Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context

Introduction The rapid growth of social media has transformed marketing communication, particularly through the rise of influencer marketing. As social media influencers increasingly shape consumer attitudes and purchasing decisions, understanding the mechanisms underlying their effectiveness has become an important research concern. While prior research has emphasized trust as a key driver of consumer responses, the underlying relational mechanisms through which influencer credibility translates into purchase intention remain insufficiently explored. This study examines the impact of influencer credibility on consumer purchase intention in the Moroccan context, focusing on the mediating roles of parasocial relationships and trust. Methods Drawing on Source Credibility Theory and Parasocial Interaction Theory, a conceptual model was developed and empirically tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a structured survey administered to 304 active social media users in Morocco. The proposed model assessed the direct relationships among influencer credibility, parasocial relationships, trust, and purchase intention, as well as the indirect and sequential mediation effects linking these constructs. Results The results indicate that influencer credibility significantly enhances both parasocial relationships and trust. In addition, parasocial relationships positively influence trust, confirming the importance of emotional and relational bonds between influencers and their followers. Furthermore, a sequential mediation effect is identified, whereby parasocial relationships strengthen trust, ultimately leading to increased purchase intention. Discussion These findings highlight the importance of relational and emotional mechanisms in explaining influencer effectiveness, particularly in emerging markets. The study contributes to the influencer marketing literature by clarifying how credibility translates into behavioral intentions through interconnected psychological processes. From a managerial perspective, the results suggest that brands should not rely solely on credibility but should also prioritize influencers capable of fostering strong emotional connections with their audience and cultivating trust over time.