Beyond likes and clicks: unpacking the dual cognitive-affective pathways of influencer marketing in sportswear fashion

Purpose This study examines how social media influencers (SMIs) drive purchase intentions (PI) toward sportswear fashion brands through dual cognitive-affective systems and investigates the moderating role of cross-channel synergy (CCS) in these mechanisms. Design/methodology/approach Using structural equation modeling and bootstrap analysis, 376 valid questionnaires were analyzed to test hypotheses derived from dual-process theory (DPT). Perceived fit (PF), perceived credibility (PC) and anti-self-congruity (ASC) were positioned within affective/cognitive systems, with CCS as a moderator. Findings The results show that consumers' PF with SMIs, operating primarily through the affective system, significantly enhances PI. PC partially mediates the effect of PF on PI, while ASC negatively affects PI with no significant mediating role. Moreover, CCS moderates these relationships by weakening PC's and PF's direct influence and mitigating ASC's negative impacts. Originality/value Theoretically, this research applies and refines DPT within the underexplored context of cross-channel sportswear consumer behavior, revealing sequential affective-to-cognitive pathways. Practically, it provides actionable strategies for sportswear fashion brands to optimize SMI collaborations through precise persona alignment, cross-channel trust-building and ASC management.