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INTERNATIONAL JOURNAL OF GLOBAL RESEARCH INNOVATIONS & TECHNOLOGY (IJGRIT) [ Vol. 4 | No. 3 | July - September, 2026 ]

Leveraging Parasocial Capital: A Qualitative Study on Influencer Partnerships as Drivers of Consumer Habit Disruption in the FMCG Sector

Koyel Chakraborty

In markets of Fast Moving Consumer Goods (FMCG), routine consumer purchase behavior is largely characterized by automation. Traditionally, it was considered very difficult for new brands in these markets to disrupt the existing automated behaviors of the consumers. In this qualitative research, we try to explore the ways through which strategically planned influencer collaborations serve as catalysts for such disruption of consumer habits in the FMCG markets. Using an exploratory research design in which data is collected via 25 semi-structured interviews conducted among social media users, we explore the ways through which parasocial capital, which comprises relational value, trust and intimacy that develop in one-sided media relationship, can help in disrupting the automated processes of consumer behavior in the FMCG markets. The thematic analysis shows that the use of parasocial capital helps in overcoming cognitive barriers and lowering down the switching costs while introducing alternatives and rewarding individuals with different identities.

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