The Impact of Consumer Buying Decision-Making and Para-Social Interaction on Self-Brand Connection: Moderating Role of Consumer Neuroticism

Abstract

In the fast-paced digital world, the way people connect with brands has changed dramatically. Social media platforms, especially those featuring influencers, have become more than just advertising channels—they are emotional spaces where relationships are formed. This study looks into how two important factors—consumer buying decision-making (CBDM) and para social interaction (PSI)—influence the emotional bond a consumer forms with a brand, also known as the self-brand connection (SBC). It also explores whether a person’s emotional tendencies, particularly consumer neuroticism (CN), play a role in shaping these connections. The main aim of this research was to understand how rational thinking (CBDM) and emotional connections with influencers (PSI) impact a consumer’s personal attachment to a brand (SBC). In addition, the study tested whether people with higher levels of neuroticism—those who often feel anxious or emotionally sensitive—respond differently in these relationships. A quantitative research design was used, with data gathered through structured surveys from 313 social media users in urban Pakistan. Participants included individuals who actively follow influencers and have experience making purchases influenced by them. Statistical tools like regression and moderation analysis were applied using SPSS and the PROCESS Macro. The findings were both insightful and surprising. Para-social interaction had a strong and positive impact on self-brand connection, showing that emotional closeness with influencers helps consumers internalize brands as part of their identity. In contrast, consumer buying decision-making had a significant negative impact on SBC. This suggests that overly rational or analytical decision-making may actually weaken emotional ties to brands. Interestingly, consumer neuroticism did not moderate the relationship between CBDM or PSI and SBC, although it was positively correlated with both. This study highlights the shift in branding strategy from logic-based appeals to emotion centered storytelling and influencer relatability. For marketers, this means focusing less on persuading with facts and more on building authentic, emotionally resonant relationships through influencer marketing. From a theoretical perspective, the research challenges traditional rational models of consumer behavior and encourages future studies to blend psychological and emotional dimensions when exploring consumer-brand connections.