“All is well”, really! Social media influencers, social media boycotts and consumer behavior in the MNFMCG context

Purpose This study aims to explore the impact of the economic and entertainment value of social media celebrities’ messages on purchase intention, mediated by customer engagement and moderated by a recent social media boycott. Design/methodology/approach This study used a survey to collect information from consumers of multinational fast-moving consumer goods who are actively involved in social media. Analyses were performed with SPSS including mediation and moderation analysis using Hayes’s PROCESS statistical tool. Findings Findings from a sample of 218 consumers demonstrate a positive relationship between both the economic and entertainment value of social media celebrities’ messages and purchase intentions. Additionally, customer engagement mediates the relationship between message value and purchase intention. This study further reveals that social media boycotts negatively moderate the relationship between economic value, entertainment value and customer engagement. Originality/value These results contribute to the authors’ understanding of social marketing and offer valuable insights for policymakers and managers seeking to enhance customer attraction and retention through collaborations with social media celebrities.