THE ILLUSION OF CLOSENESS: HOW CREDIBILITY AND INTIMATE SELF-DISCLOSURE SHAPE IMITATION INTENTION IN INDONESIAN BEAUTY INFLUENCERS

Dian Sekar  Maria; Muhamad Ridwan

doi:10.32500/jebe.v8i1.11453

Authors

Dian Sekar Maria UPN "Veteran" Yogyakarta
Muhamad Ridwan UPN "Veteran" Yogyakarta

DOI:

https://doi.org/10.32500/jebe.v8i1.11453

Keywords:

Perceived Credibility, Intimate Self-Disclosure, Parasocial Relationship, Imitation Intention, Influencer Marketing

Abstract

Social media influencers have become central to consumer behavior in Indonesia's beauty industry, yet existing influencer marketing literature has given disproportionate attention to purchase intention while overlooking imitation intention. This study examines how perceived credibility and intimate self-disclosure influence imitation intention among beauty influencer followers in Indonesia, with parasocial relationship as a mediating mechanism. Grounded in Social Learning Theory, Source Credibility Theory, and Parasocial Relationship Theory, the model was tested using PLS-SEM with data from 220 users following beauty influencers specializing in skincare content. Parasocial relationship was modeled as a higher-order construct comprising proximity, similarity, and attraction. Six of seven hypotheses were supported. Perceived credibility positively influenced parasocial relationship and imitation intention, while intimate self-disclosure positively influenced parasocial relationship but showed no significant direct effect on imitation intention. Parasocial relationship partially mediated the credibility–imitation relationship and fully mediated the self-disclosure–imitation relationship. These findings reveal a meaningful asymmetry: credibility operates through both relational and non-relational pathways, whereas self-disclosure achieves behavioral influence entirely through parasocial relationship. The results extend parasocial relationship theory to imitation as a distinct behavioral outcome beyond purchase and offer actionable implications for influencer selection and content strategy in Indonesia's beauty market.

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