Consumer Responses to Influencer Marketing: Does Mindfulness Lead to Mindful Consumption?

Abhijeet Chitalkar and Preetha Menon
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Preetha Menon: Flame University

A chapter in Marketing in the Digital Age, 2026, pp 29-47 from Springer

Abstract: Abstract Influencer marketing is gaining traction as brands realize its ability to create authentic connections. This study explores the psychological mechanisms driving consumer responses to influencer marketing, with an emphasis on mindfulness. Through a structured quantitative approach involving 207 participants aged 18–35, the research investigates how dispositional mindfulness, perceived authenticity, and trust in influencer recommendations affect impulse buying behavior and purchase intention. Although mindfulness was initially hypothesized to influence these outcomes, results revealed that mindfulness had no significant effect. Instead, trust in influencer recommendations emerged as the most powerful predictor of consumer behavior, particularly for impulse buying and purchase intention. These findings redirect scholarly attention toward the relational and emotional dynamics of influencer credibility, emphasizing the limited role mindfulness plays in consumer responses within the context of digital marketing.

Keywords: Influencer marketing; Mindfulness; Trust; Authenticity; Impulse buying; Purchase intention; Mindful consumption (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6509-2_2

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DOI: 10.1007/978-981-95-6509-2_2

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