Social media influencers and followers’ conspicuous consumption: The mediation of fear of missing out and materialism

Abstract

This study addresses the existing gap in theoretical and empirical research concerning the impact of social media influencers (SMIs) on followers' purchasing decisions. The primary aim is to explore and elucidate followers' journey from exposure to SMIs to the manifestation of conspicuous consumption. Grounded in the stimulus-organism-response framework and self-determination theory, the research proposes a dual model focusing on mediating factors such as social comparison, desire to mimic, materialism, and fear of missing out (FOMO). To achieve this objective, a survey targeting 272 respondents was conducted on the MTurk platform. The study findings reveal that exposure to SMIs triggers social comparisons and FOMO, subsequently influencing the acquisition of conspicuous products. Additionally, the study identifies that exposure to SMIs amplifies the desire to mimic and stimulates materialistic tendencies, thereby contributing to conspicuous consumption. The proposed Intrinsic-Extrinsic Consumption Motivation Model emerges as a novel framework to enhance our understanding of how SMIs influence conspicuous consumption, providing valuable insights for developing effective advertising programs.