The aim of this study is to examine the role of customer personality congruence with influencers on purchase intention, with an emphasis on the mediating role of customer value co-creation behaviors and trust, as well as the moderating role of parasocial relationships. Given the rapid growth of influencer marketing and its role in brand promotion on social media platforms, investigating these relationships is highly important. This study is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population included 384 followers of the Waloland Instagram page in Nishapur, and data were collected through an online 52-item questionnaire using a five-point Likert scale. The validity of the instrument was confirmed through convergent validity (AVE) and discriminant validity (Fornell-Larcker and HTMT), and its reliability was verified using Cronbach’s alpha and composite reliability. Data analysis was conducted using structural equation modeling and SmartPLS 4 software.
The findings indicated that personality congruence has a positive and significant effect on customer value co-creation behaviors, including customer participation behavior and customer citizenship behavior, as well as on customer trust. Furthermore, customer value co-creation behaviors have a positive effect on expected brand value and play a significant mediating role in the relationship between value co-creation and purchase intention. In addition, customer trust has a positive and significant effect on purchase intention, and parasocial relationships have a significant moderating role in the relationship between personality congruence and customer value co-creation behaviors.