Longitudinal Evidence from a Four-Wave Panel Study

This dataset contains longitudinal survey data collected across four waves from Indian consumers who follow fashion and beauty influencers on social media platforms. The study examines consumer–influencer congruence and parasocial relationship dynamics among Indian influencer followers. The data captures respondents' perceptions of value congruence, personality congruence, and appearance congruence with their followed influencers, along with measures of parasocial interaction, parasocial relationship strength, purchase intention, and brand attitude. Each wave was administered at regular intervals to track changes in consumer attitudes and relationship dynamics over time. Data was collected using a structured self-administered online questionnaire from a panel of Indian fashion and beauty influencer followers. The dataset includes responses from all four waves with appropriate wave identifiers, enabling longitudinal analysis using techniques such as cross-lagged panel models or latent growth curve modeling. Researchers can use this dataset to examine the temporal dynamics of parasocial relationships, the role of congruence dimensions in influencer marketing effectiveness, and consumer behavior patterns in the Indian digital influencer ecosystem.