The role of social media influencers in influencing consumers' imitation intentions

Abstract

Given the proliferation of social media influencer marketing, companies are increasingly collaborating with social media influencers (SMIs) to shape consumer decision-making. This study examines how food-related content created by SMIs can influence consumers' imitation intentions. This paper developed an integrated model based on source credibility theory, which was extended to include sales promotion content and platform user-friendliness. We analyzed data from 449 participants using covariance-based structural equation modeling. The results indicate that sales promotions and content attractiveness influence imitation intention indirectly through influencer credibility, while user-friendliness has a direct effect on imitation intention. Theoretically, this research introduces new pathways among the variables being studied. Practically, companies should collaborate with food influencers who produce attractive content and incorporate sales incentives into their posts on relevant social media platforms.