Influence of Self-congruence on Desire to Mimic and Purchase Intentions in Influencer Marketing

This article examines the impact of self-congruity with social media (SM) influencers on the desire to mimic and purchase intention. A conceptual model is developed, positioning the influencer’s credibility and desire to mimic as a partial mediator of the effect of self-congruity on purchase intention. This study used a quantitative approach using a well-crafted questionnaire to gather data thoroughly. A questionnaire survey was conducted in Cochin, Bangalore, Chennai and Hyderabad, the country’s three largest cities. Although 556 replies were utilised for data analysis, 579 were gathered. Using AMOS v.21 as the primary data analysis tool, the study’s authors carefully employed structural equation modelling. The research model is empirically supported. Self-congruity impacts purchase intention in two ways: first, the direct effect of self-congruity on purchase intention, which was positively mediated through a desire to mimic, was observed; and second, it was serially mediated through perceived credibility and desire to mimic. This study pioneers conceptualising and empirically testing an integrated theoretical model that impacts self-congruity with SM influencers, perceived credibility and desire to mimic the purchase intention of followers. Self-congruity plays a vital role in strengthening the effectiveness of influencer marketing.