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I Wish I Could Be Like Her/Him! How Self-Congruence Stimulates a Desire to Mimic

Influencer marketing acquires customers who follow their favorite celebrities, who have shared beliefs and opinions. This research explores the self-motives and influencer-related factors that lead to influencer congruence. Influenced customers subsequently recommend those influencers to others. No...

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Main Authors: Li Xiao, Aysha Saleem, Sana Muhammad Tariq, Junaid Ul Haq, Mengmeng Guo
Format: Artigo
Language:Inglês
Published: MDPI AG 2021-11-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
motives
wishful identification
nostalgia
self-congruence
desire to mimic
Online Access:https://www.mdpi.com/0718-1876/16/7/165
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