Scroll and Believe: The Impact of Social Media Scrolling and Belief Culture on Young Consumer Behaviour

This study investigates the influence of social media influencers (SMIs) on choice imitation among their followers, with a focus on the mediating role of customer loyalty and the moderating effects of demographic factors. Utilizing data collected from 483 respondents via the MTurk platform, regression analysis was conducted to analyze the relationship between SMIs and choice imitation, considering the influence of customer loyalty and demographic variables. The findings reveal a significant and positive relationship between SMIs and choice imitation, indicating that SMIs’ behaviors and recommendations have a substantial impact on the purchasing decisions of their audience. Furthermore, customer loyalty emerged as a key mediator in this relationship, suggesting that stronger loyalty to SMIs leads to increased choice imitation among followers. Moreover, the study identifies the importance of considering demographic factors such as gender, education level, and income as moderators of the relationship between SMIs and choice imitation. These factors influence the extent to which individuals are influenced by SMIs’ content and personality traits. Overall, the study contributes to our understanding of influencer marketing dynamics on social media platforms and underscores the significance of building customer loyalty and strategically selecting SMIs based on their characteristics. These insights have implications for marketers seeking to leverage influencer marketing effectively to reach and engage with their target audience.