Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions
| Date | 04 July 2024 |
| Pages | 265-278 |
| DOI | https://doi.org/10.1108/JPBM-09-2023-4709 |
| Published date | 04 July 2024 |
| Author | Kian Yeik Koay,Weng Marc Lim |
Congruence effects in social media influencer
marketing: the moderating role of wishful
identification in online impulse
buying intentions
Kian Yeik Koay
Department of Marketing Strategy and Innovation, Sunway University, Sunway City, Malaysia, and
Weng Marc Lim
Sunway Business School, Sunway University, Sunway City, Malaysia; School of Business, Law and Entrepreneurship,
Swinburne University of Technology, Hawthorn, Australia and Faculty of Business, Design and Arts,
Swinburne University of Technology –Sarawak Campus, Kuching, Malaysia
Abstract
Purpose –Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer
marketing on consumers’online impulse buying intentions under the moderating influence of wishful identification.
Design/methodology/approach –This study collects survey responses from an online sample of 232 social media users and analyses them using
partial least squares structural equation modelling.
Findings –This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consum er–
product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a con sumer’s self-image and
the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high
alignment, fails to spur online impulse buying intentions unless amplified by wishful identification –the consumer’s aspirational desire to emulate
the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of
product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions.
Originality/value –This study pioneers by elucidating the congruence interplay between consumers, influencers and productsin online impulse
buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expandsself-congruency theory by detailing the distinct
roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–
influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an
influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and productpresentations to enhance
consumer engagement and sales.
Keywords Congruence, Influencer marketing, Wishful identification, Social media influencer, Online impulse buying
Paper type Research paper
1. Introduction
In the rapidly evolving digital ecosystem, characterised by the
pervasive influence of social media, influencer marketing has
risen to prominence as a powerful avenue for captivating target
audiences (Bastrygina et al.,2024;Cheah et al.,2024;Joshi et al.,
2024). Central to this evolution is a dynamic collaboration
between brands and social media influencers (Koay et al.,2021,
2022,2023,2024). With a knack for crafting bespoke content,
social media influencers not only advocate for brands but also
(Agnihotri et al.,2023;Bastrygina and Lim, 2023;Bastrygina
et al.,2024;Gamage and Ashill, 2023). Noteworthily, influencer
marketing is witnessing an exponential increase in adoption,
reflecting its escalating importance as an integral component of
contemporary branding and marketing strategies (Bastrygina
et al.,2024;Joshi et al.,2024). To illustrate, back in 2016, the
influencer marketing sector held a value of $1.7bn, as reported by
Influencer Marketing Hub, and by 2022, this figure had surged
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/1061-0421.htm
Journal of Product & Brand Management
34/3 (2025) 265–278
Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2023-4709]
© Kian Yeik Koay and Weng Marc Lim. Published by Emerald Publishing
Limited. This article is published under the Creative Commons
Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute,
translate and create derivative works of this article (for both commercial
and non-commercial purposes), subject to full attribution to the original
publication and authors. The full terms of this licence may be seen at
http://creativecommons.org/licences/by/4.0/legalcode
Received 12 September2023
Revised 29 November 2023
12 February 2024
27 May 2024
Accepted 27 May 2024
265
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