Influencer Worship and Self-Connection with the Promoted Brands on Social Media: Why Benign Envy and Trait Competitiveness Matter

Mario R. Paredes, Vanessa Apaolaza, Cristóbal Fernandez-Robin, Patrick Hartmann, Diego Yañez-Martinez

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

The objective of this study was to investigate the relationship between influencer worship and consumers' self-connection with the brands promoted by the influencer in social media contexts. Data from 698 active social media users who follow influencers were collected to test the conceptual framework. The findings support the positive link between influencer worship and consumers' self-connection with the brands promoted by the influencer on social media and suggest that this relationship is mediated by the activation of benign envy. The results also confirm the positive moderating effect of trait competitiveness on this relationship. Specifically, the effect is stronger for individuals with a higher level of competitive orientation. The findings contribute to the understanding of the relationship between influencers and their followers through computer-mediated environments. Theoretical contributions and managerial implications are presented.

Original languageEnglish (US)
Pages (from-to)98-105
Number of pages8
JournalCyberpsychology, Behavior, and Social Networking
Volume26
Issue number2
DOIs
StatePublished - Feb 1 2023

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications

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