From memes to motivation: understanding how social media influencers drive youth consumption

Shabahat Ali, Rao Bakhat Yawar, Sadaqat Ali, Naveed Saif (), Gerald Guan Gan Goh () and Faheem Khan
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Shabahat Ali: Shandong Women’s University, School of Business Administration
Rao Bakhat Yawar: National University of Modern Languages
Sadaqat Ali: National University of Modern Languages
Naveed Saif: University of Science and Technology Bannu
Gerald Guan Gan Goh: Multimedia University
Faheem Khan: Gachon University

Humanities and Social Sciences Communications, 2025, vol. 12, issue 1, 1-15

Abstract: Abstract This study explores the relationship between the attributes of Social Media Influencers (SMIs) and consumer purchase intentions, focusing on the mediating roles of SMI authenticity and individual self-expansion, framed within the Value-Attitude-Behavior (VAB) model. Data were collected from university students who follow SMIs promoting products and services through meme marketing. A total of 210 responses were analyzed using structural equation modeling, specifically through measurement and structural analysis with Smart PLS. The findings reveal that SMI attributes, particularly attitude homophily and social attractiveness, positively influence individuals’ self-expansion, while physical attractiveness does not exhibit a significant relationship. Additionally, the results indicate that both self-expansion and perceived authenticity of SMIs mediate the relationship between attitude homophily and brand attitude. Furthermore, positive brand attitudes are shown to enhance consumer purchase intentions. This study contributes to the understanding of how SMI characteristics impact consumer behavior in the context of digital marketing.

Date: 2025
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DOI: 10.1057/s41599-025-06166-z

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