This research investigates the role of interactional elements used by beauty vloggers on consumer purchase intentions, examining the impact of audience characteristics on consumer attitudes and behavior. Using data from 367 respondents in North India and structural equation modeling, the study finds that interactional elements (parasocial interactions, emotional attachment, meaning transfer, and informational value) significantly impact purchase intention, mediated by perceived influence. Favorable attitudes towards beauty vloggers amplify the impact of self-concept and personality congruence on consumer behavior, highlighting the mediating role of consumer attitude. These findings offer insights for marketers in strategically selecting influencers to boost sales.

Mukta Garg, Apurva Bakshi