The new face of mimicry consumption: understanding the mediating role of social media

ABSTRACT The study investigated the relationship between consumer subjective well-being and conscious mimicry consumption. Due to social media's increased impact on human behaviour, the study also explored the role of Instagram activities (broadcasting, browsing, and interaction) in mediating that relationship. A total of 233 responses were analyzed using SPSS. Hypotheses were tested using Hayes’ PROCESS macro Model 4 with a parallel multiple mediator model. The findings show that subjective well-being has a positive effect on mimicry consumption and Instagram activity. Also, this Instagram activity further leads to mimicry consumption. These findings reframe mimicry consumption by exploring the role of social media and the positive psychology behind it.