Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors

Sheryl V. I. De Araujo, Giridhar B. Kamath, Rajesh R. Pai and Amol S. Dhaigude

Cogent Business & Management, 2024, vol. 11, issue 1, 2432539

Abstract: This study investigates the influence of sports influencers on consumer buying behaviors, focusing on the characteristics of these influencers and their impact on followers’ choices. The advent of social media has allowed millennials to engage with brands, often tying this engagement to elements of happiness, such as contentment and satisfying shopping experiences. Data was collected from 305 respondents and assessed through the partial least squares (PLS) approach. The study found that consumer mimicry, or the act of imitating the actions and preferences of others, particularly sports influencers, can have a positive influence on consumer well-being. The study also explored the role of trustworthiness in influencer marketing, finding that it can negatively impact consumer mimicry. The study proposes a framework that helps understand consumer mimicry of sports influencers, emphasizing the importance of followers-influencer congruence, where followers identify with the influencer’s brand and see it as an extension of their own identity. The study concludes by suggesting solutions to promote consumer well-being, purchasing intentions, and word-of-mouth, particularly in the digital environment.

Date: 2024
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DOI: 10.1080/23311975.2024.2432539

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