The Influence of Parasocial Relationships With Athletes on Consumer Decision-Making in Sports Merchandise Purchasing

Author(s)	Ms. Shreya Arora
Country	India
Abstract	This study examines how parasocial relationships between sports fans and athletes influence consumer purchase intentions toward sports merchandise. With the rise of social media, athletes have become powerful “human brands” whose personality, credibility, lifestyle, and digital presence shape fan attitudes and buying behaviour. The paper explores how emotional attachment, perceived credibility, brand identification, athlete endorsements, and athlete-brand fit encourage consumers to trust and purchase athlete-associated products. It also discusses the role of digital engagement, storytelling, influencer marketing, and ethical concerns such as authenticity and transparency. Overall, the study argues that parasocial relationships can transform sports spectators into active consumers by connecting emotional admiration with brand loyalty and purchase intention.
Keywords	Parasocial relationships, athlete branding, sports marketing, consumer behaviour, purchase intention, emotional attachment, human brands, social media engagement, athlete endorsements, sports merchandise.
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-06-06

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