An integrated systematic review and bibliometric analysis of parasocial interaction from social media influencers’ perspective in the hospitality industry

Parasocial interaction (PSI) has become a key concept in explaining how social media influencers (SMIs) shape consumer decision-making in the hospitality industry. Despite its growing significance, existing research remains fragmented, with PSI and SMI often examined separately in the context of marketing and communication. This paper combines the bibliometric mapping with a systematic review by using the PRISMA protocol to provide a consolidated view of PSI in terms of the SMI perspective in the hospitality industry. Overall, 139 studies related to SMI / PSI were mapped on the thematic evolution framework, and a critical synthesis of 36 studies related to the relation between PSI and SMI took place. Results indicate that influencer characteristics like attractiveness, expertise, trustworthiness, and relatability are always associated with the activation of PSI, which in turn drives the results of trust, booking intention, eWOM, loyalty, and long-term customer value. Based on the plotted domain theories of Source Credibility, PSI, and Social Learning, the paper generates a single framework and suggests platform-specific PSI values in the Asian markets, thus connecting the metrics of interactions with their actual performance results.