Understanding The Dynamics of Social Media, Masstige Purchase Intention, And Self-Esteem: The Mediating Effects of FOMO And Inspiration

Abstract

In the rapidly changing digital landscape, social media influencers have become a popular marketing channel for businesses seeking to reach consumers. This research paper examines the relationship between social media influencers and masstige purchase intention and explores the role that inspiration and fear of missing out (FoMO) play as mediators in this relationship. Moreover, the impact of self-esteem as a moderator in this parasocial relationship is also investigated. We collect data through an online survey to understand the relationship between social media influencers, masstige purchase intention, inspiration, and FoMO. The data was collected from 385 millennials who are active social media users. The findings of this study contribute to the literature by providing new insights into the impact of social media influencer marketing on consumer behavior and the role that emotional factors, such as inspiration and FoMO, play in mediating this relationship. The results of this study also have practical implications for marketers seeking to understand the impact of social media influencers on consumer masstige purchase intention and how to effectively target consumers through this marketing channel. In conclusion, the study highlights the importance of considering emotional factors, such as inspiration FoMO, and self-esteem in understanding the relationship between social media influencer marketing and masstige purchase intention. The results provide valuable information for marketers seeking to improve their influencer marketing strategies and better target consumers as social media influencers can help them in getting Insight into their online followers.