Parasocial interaction between youtube beauty vlogger and millennial consumers in Indonesia

Beauty vloggers are one of the parties that create video content on YouTube, which contains a huge amount of information about the world of beauty. Some beauty vloggers attract millennial-based viewers in very large numbers. The interaction between a beauty vlogger and his/her viewers is called parasocial interaction. This study aims to analyse the antecedents and consequences of parasocial interaction between a Youtube beauty vlogger and his/her viewers, i.e. millennial women. The analysis technique used in this study is Structural Equation Modeling using the SmartPLS software. The study was conducted on 181 female millennial respondents and the results show that the variables of social attractiveness, physical attractiveness, homophilicattitude, and expertise have a significant influence on the formation of a parasocial interaction between the beauty vlogger and the viewers. This study also finds that parasocial interaction has a significant influence on the willingness to share information, brand user image fit, and viewers purchase intention. The findings of this research is expected to contribute to the development of marketing management literature, especially marketing communications based on the use of social media. The findings of this study are expected to be utilised by cosmetics businesses which view female millennials as their target market.