The role of social media influencers in influencing consumers' imitation intentions
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Issued Date
2025-12-01
Resource Type
eISSN
26669544
Scopus ID
2-s2.0-105013597671
Journal Title
Digital Business
Volume
5
Issue
2
Rights Holder(s)
SCOPUS
Bibliographic Citation
Digital Business Vol.5 No.2 (2025)
Suggested Citation
Ampornklinkaew C. The role of social media influencers in influencing consumers' imitation intentions. Digital Business Vol.5 No.2 (2025). doi:10.1016/j.digbus.2025.100143 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/111815
Title
The role of social media influencers in influencing consumers' imitation intentions
Author(s)
Author's Affiliation
Corresponding Author(s)
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Abstract
Given the proliferation of social media influencer marketing, companies are increasingly collaborating with social media influencers (SMIs) to shape consumer decision-making. This study examines how food-related content created by SMIs can influence consumers' imitation intentions. This paper developed an integrated model based on source credibility theory, which was extended to include sales promotion content and platform user-friendliness. We analyzed data from 449 participants using covariance-based structural equation modeling. The results indicate that sales promotions and content attractiveness influence imitation intention indirectly through influencer credibility, while user-friendliness has a direct effect on imitation intention. Theoretically, this research introduces new pathways among the variables being studied. Practically, companies should collaborate with food influencers who produce attractive content and incorporate sales incentives into their posts on relevant social media platforms.