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.
Cite this paper
Din, M. S. E. , Gharara, S. R. A. and Metwally, A. H. (2025). Beyond the Screen: The Influence of Media Sources on Egyptian Tweens’ Purchase Intentions with the Intervening Role of Para-Social Relationships. Open Access Library Journal, 12, e3214. doi: http://dx.doi.org/10.4236/oalib.1113214.
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