Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults

Chung-Wha (Chloe) Ki, Sangsoo Park, Youn Kyung Kim

    Research output: Journal article publicationJournal articleAcademic researchpeer-review

    37 Citations (Scopus)

    Abstract

    Drawing on customer inspiration and social default theories, we investigated the mechanism by which consumers are “inspired by” social media influencers (SMIs) and “inspired to” adopt the SMIs’ exemplars as their own social defaults (standard default options that are socially desirable to like and follow). We investigated whether SMIs’ personality-determined traits [attractiveness (H1) and credibility (H2)] and content-determined traits [closeness (H3) and interactivity (H4)] led consumers to feel “inspired by” SMIs; whether consumers’ “inspired by” state led them to feel “inspired to” adopt the SMIs’ exemplars as their own social defaults (H5); and whether consumers’ “inspired to” state affected their behavioral and emotional responses: choice imitation (H6) and social glue (H7). To offer more nuanced implications, we examined whether the inspiration mechanism between consumers and SMIs differed between male and female consumers. We analyzed our model via SEM and probit regression analyses using survey data from 455 U.S. consumers’ responses.
    Original languageEnglish
    Pages (from-to)264-277
    Number of pages14
    JournalJournal of Business Research
    Volume144
    DOIs
    Publication statusPublished - May 2022

    Keywords

    • Influencer marketing
    • Social media influencers
    • Consumer inspiration
    • Social defaults
    • Choice imitation behavior

    ASJC Scopus subject areas

    • Marketing
    • Social Psychology

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