Abstract
ABSTRACT The social media platforms play a crucial role in shaping virtual communities for sharing informative and inspiring content. Influencers increasingly utilise it to monetise content, paid promotion, or brand endorsement. Nonetheless, there has also been a significant increase in the number of influencers who focus on sharing knowledge and wisdom and encouraging their followers to embrace holistic well-being and lifestyle without endorsing any brand and paid promotions. Based on customer inspiration and social credibility theories, the study aims to understand whether the credibility of wellness influencers inspires Gen-Z followers to emulate their wellness lifestyle and not only product recommendations, thereby adopting the influencers’ social exemplars as their own “social norms.” The study utilises data from 238 Gen-Z social media users from India to test the conceptual model of the customer inspiration mechanism. The results from confirmatory factor analysis and structural equation modelling reveal that the consumption of credible content (external stimuli) from the wellness influencers inspires Gen-Zs to adopt and emulate tangible and intangible goals related to well-being (behavioural/ emotional consequences). In addition to the theoretical contribution of the customer inspiration theory, the study provides several practical implications to wellness influencers, wellness practitioners and wellness brand managers.
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