Processes underlying social comparison with influencers and subsequent impulsive buying: The roles of social anxiety and social media addiction

被引：9

作者：

Mundel, Juan ^{[1
]}

Wan, Anan ^{[2
]}

Yang, Jing ^{[3
]}

机构：

[1] Arizona State Univ, Walter Cronkite Sch Journalism & Mass Commun, 555 N Cent Ave, Phoenix, AZ 85004 USA

[2] Kansas State Univ, AQ Miller Sch Journalism & Mass Commun, New York, NY USA

[3] Loyola Univ Chicago, Coll Commun, Chicago, IL USA

来源：

JOURNAL OF MARKETING COMMUNICATIONS | 2024年 / 30卷 / 07期

关键词：

Social media; social comparison; influencer marketing; impulse buy; consumer well-being; SELF-PRESENTATION; NETWORKING SITES; FACEBOOK; VALIDATION; CONSTRUCTION; ENGAGEMENT; INSTAGRAM; SYMPTOMS; PURCHASE; SCALE;

D O I：

10.1080/13527266.2023.2183426

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Drawing on social comparison theory, this study investigates the associations between social comparison to influencers on social media and impulsive purchase behavior, through the mediating effect of anxiety and social media addiction. Data from 296 U.S. consumers were collected through an online survey. The findings show that negative social comparison to the image presented by influencers is positively associated with consumers' impulse buying. Furthermore, anxiety and social media addiction mediated the impact of social comparison on purchase intention. Theoretical and practical contributions are discussed.

引用

页码：834 / 851

页数：18

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