The New Face of Mimicry Consumption Behavior

Mimicry consumption has been conceived as an impulsive buying behavior, often caused by peer pressure. So, previous research has been limited to the early stages of consumers' buying behavior and has examined a limited range of role models, such as celebrities, mothers, or innovators, However, consumers can access information and communicate directly or indirectly with not only celebrities but also their friends, family, and influencers, anytime and anywhere via social media. Social media today might play an important role as a trigger for mimicry consumption. With the explosive growth of social media, the market environment is advancing rapidly, and mimicry consumption behavior today has become more prominent than ever before. Mimicry consumption should not be treated as incomplete or impulse buying behavior. To better understand consumers' mimicry consumption behavior, this study explored consumers' SWLS as precedent elements that have an impact on mimicry consumption and Instagram activities as mediators.