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Marketing · Comportamento do Consumidor

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Título

INVOLVEMENT WITH SOCIAL MEDIA INFLUENCERS: Mimicry and Consumer Social and Non-Social Behavior

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Palavras-chave

Social Media Influencer Mimicry involvement
Agradecimento: We want to thank the Coordination for the Improvement of Higher Education Personnel - Brazil
(CAPES), and the Postgraduate Program in Administration (PROPAD).

Autores

  • Susane Isabelle dos Santos
    UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE)
  • Luana Leite
    UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE)
  • Marconi Freitas da Costa
    UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE)

Resumo

Introdução

The centrality of the internet in everyday life has transformed consumption relations, making digital influencers (SMIs) central figures in contemporary marketing. With high persuasive power, SMIs shape behaviors, lifestyles, and purchasing decisions. However, the mechanisms that explain consumer mimicry remain underexplored, particularly the roles of involvement, social comparison, stalking, and gender differences, pointing to relevant theoretical gaps.

Problema de Pesquisa e Objetivo

Does consumer involvement with an SMI lead to mimicry of the SMI? Does comparison mediate both SMI involvement and SMI stalking in the mimicry process? Can mimicry of SMIs lead consumers to social and non-social behaviors? Based on these questions, this article aims to analyze how the antecedents (involvement, social comparison, and stalking) lead consumers to mimic SMIs, as well as whether this mimicry influences social and non-social behaviors.

Fundamentação Teórica

Social media influencers (SMIs) affect consumer decisions by acting as aspirational models, promoting not only products but also lifestyles. The literature highlights mimicry as a social practice based on admiration and identification, reinforced by emotional involvement, social comparison, and stalking. These interactions, mediated by social networks, influence both social behaviors (such as sharing) and non-social ones (such as purchase intention), with variations depending on gender and type of engagement.

Metodologia

This study adopts a quantitative and descriptive approach, collecting data via an online survey on Google Forms, disseminated through Instagram, email, and WhatsApp. The non-probabilistic sample, by convenience and snowball techniques, included Brazilian social media users over 18 years old. Seven-point Likert scales and a minimum of 10 cases per variable were applied. Data analysis was performed using RStudio and SmartPLS4, employing descriptive statistics, Cronbach’s alpha, and Structural Equation Modeling, including a multigroup analysis by gender.

Análise dos Resultados

The results confirm that involvement, comparison, and stalking influence mimicry of SMIs, affecting both social behaviors and consumption. Involvement creates emotional bonds and aspiration, while comparison can either stimulate or inhibit imitation. Stalking alone does not lead to mimicry, but it does when mediated by social comparison. Mimicry impacts content sharing and purchase intentions. Gender differences reveal stronger direct effects on men in response to cues of authority and endorsement

Conclusão

The study investigated mimicry in relation to SMIs and its antecedents (involvement, comparison, and stalking) through the lens of the Parasocial Interaction Theory. Findings indicate that involvement promotes mimicry by positioning SMIs as ideal role models. Comparison can either inhibit or intensify this process, depending on its origin. Stalking acts as a facilitator of imitation. Mimicry influences both social and consumption behaviors, varying by gender, which suggests the potential for segmented marketing strategies.

Contribuição / Impacto

This study contributes by highlighting mimicry as a central mechanism in the influence of SMIs, enhancing the understanding of how involvement, comparison, and stalking shape consumption decisions and social practices. It shows that mimicry affects both the content and format of purchasing behavior, with gender-based nuances. It offers valuable insights for segmented marketing strategies and encourages more conscious use of influencer power. It also proposes further research on virtual influencers, expanding the theoretical scope on digital consumer behavior.

Referências Bibliográficas

Chartrand, T. L., & Dalton, A. N. (2009). Mimicry: Its ubiquity, importance, and functionality. Oxford Handbook of Human Action, 458–483.
Dhir, A., Talwar, S., Kaur, P., Budhiraja, S., & Islam, N. (2021). The dark side of social media: Stalking, online self‐disclosure and problematic sleep. International Journal of Consumer Studies, 45(6), 1373–1391.
Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140.

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