Self-Influencer Congruence: A Stimulus towards Purchase Intention


  • Muhammad Nauman Abbasi Institute of Management Sciences, Bahauddin Zakariya University, Multan
  • Aqsa Altaf Research Assistant, Institute of Management Sciences, Bahauddin Zakariya University, Multan
  • Nadir Munir Hassan Air University, Multan Campus, Multan
  • Nosheen Sarwat Institute of Management Sciences, Bahauddin Zakariya University, Multan



Social Media Influencers, Self-influencer Congruence, Perceived Altruistic Motive, Para-Social Interaction, Purchase Intention


This research intends to investigate the impact of self-influencer (actual-self and ideal-self) congruence on the purchase intention of customers through the mediation of para-social interaction and perceived altruistic motive. It demonstrates the contextual examination of self-influencer congruence with reference to the Apparel Industry of Pakistan. An online questionnaire was developed to collect data from 270 respondents who were members of fashion related forums. The study hypotheses were tested using structural equation modelling through SmartPLS. The findings revealed that self-influencer congruence has a significant indirect relationship with purchase intention through the mediating effects of para-social interaction and perceived altruistic motive. Additionally, the findings provide valuable insights regarding the use of social media influencer marketing and contribute to the scarce body of knowledge concerning self-influencer congruence especially in the context of the emerging IT-based economy of Pakistan. This is among the initial studies to examine the effect of self-influencer congruence on perceived altruistic motive in the Apparel Industry of Pakistan. Lastly, it addresses the study's limitations and provides recommendations for future researchers along with implications for practitioners. 


Author Biographies

Aqsa Altaf, Research Assistant, Institute of Management Sciences, Bahauddin Zakariya University, Multan



Nosheen Sarwat, Institute of Management Sciences, Bahauddin Zakariya University, Multan





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How to Cite

Abbasi, M. N., Altaf, A. ., Hassan, N. M. ., & Sarwat, N. (2023). Self-Influencer Congruence: A Stimulus towards Purchase Intention. Review of Education, Administration & Law, 6(1), 13-30.