Exploring Alix Earle’s influence: How trans-parasocial relationships impact brand affinity and purchase intention through TikTok

Undergraduate Honors Thesis

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Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/mk61rj493

Abstract

This paper is a case study that investigated the relationships between TikTok influencer Alix Earle and her followers. Six female participants who attend the University of Colorado Boulder were interviewed and were asked questions regarding their first impressions of the influencer, their perceived relationship to her, and their affinity and purchase intention for brands and products featured in her videos. The purpose of this research was to further explore the theorized phenomenon of trans-parasocial relationships and whether the formation of said relationships contributes to brand affinity and purchase intention. The study found that although some of the women felt that they had developed a trans-parasocial relationship with the influencer, such relationships did not directly relate to their affinity and purchase intention for brands and products featured in the influencer’s videos. However, it seemed that perceived authenticity was the main contributor to brand affinity and purchase intention. Although this study produced valuable insights into the dynamics of influencer-brand partnerships, given the small scale of this study, more research is needed to produce generalizations on the subject matter.

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