TITLE:
Beyond the Screen: The Influence of Media Sources on Egyptian Tweens’ Purchase Intentions with the Intervening Role of Para-Social Relationships
AUTHORS:
Mirna Serag El Din, Sahar Raafat Abu Gharara, Ayman Hassan Metwally
KEYWORDS:
Social Media, Purchase Intention, Tweens, Para-Social Relationships, Social Media Influencers
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.5,
May
14,
2025
ABSTRACT: The aim of this study is to measure the impact of source influence on tweens’ purchase intentions with the mediating role of para-social relationships. After reviewing the literature, the study hypothesized that: There is a positive significant relationship between source influence and para-social relationships; there is a positive significant relationship between para-social relationships and purchase intentions. In order to test these hypotheses, a quantitative research approach was used. Data was collected using an administrated questionnaire. A convenience sampling technique was used. The sample included both male and female pre-teens (9 - 13), social media users, educated, and from Alexandria. Once the questionnaires were filled out and collected back, the data was analyzed using the SPSS 20.0® (Statistical Package for Social Science) program. Correlation and Regression analyses were done in order to test the hypotheses. Results indicate that all sub-variables in source influence [similarity, expertise, attractiveness, and trustworthiness] have positive, and significant relationships with PSR; and PSR has a positive, and significant relationship with Purchase intentions.