Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors
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...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539 |
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| author | Sheryl V. I. De Araujo Giridhar B. Kamath Rajesh R. Pai Amol S. Dhaigude |
| author_facet | Sheryl V. I. De Araujo Giridhar B. Kamath Rajesh R. Pai Amol S. Dhaigude |
| author_sort | Sheryl V. I. De Araujo |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-e1efcacb140c4e70856fc85e7d7c5945 |
| institution | OA Journals |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-e1efcacb140c4e70856fc85e7d7c59452025-08-20T01:53:26ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2432539Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviorsSheryl V. I. De Araujo0Giridhar B. Kamath1Rajesh R. Pai2Amol S. Dhaigude3Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, IndiaDepartment of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, IndiaDepartment of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, IndiaS. P. Jain Institute of Management and Research, Mumbai, IndiaThis 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.https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539Consumer mimicrysports influencerssocial mediaconsumer behaviourmarketingBusiness, Management and Accounting |
| spellingShingle | Sheryl V. I. De Araujo Giridhar B. Kamath Rajesh R. Pai Amol S. Dhaigude Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors Cogent Business & Management Consumer mimicry sports influencers social media consumer behaviour marketing Business, Management and Accounting |
| title | Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors |
| title_full | Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors |
| title_fullStr | Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors |
| title_full_unstemmed | Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors |
| title_short | Consumer mimicry of sports influencers on social media: a study on how influencers’ traits influence consumer buying behaviors |
| title_sort | consumer mimicry of sports influencers on social media a study on how influencers traits influence consumer buying behaviors |
| topic | Consumer mimicry sports influencers social media consumer behaviour marketing Business, Management and Accounting |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2432539 |
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