Why We Buy What They Post: The Role of Empathy, Loyalty and Social Acceptance in Influencer Marketing

Abstract

Abstract The study investigates the relationship between social media influencers and consumer behaviour, with a focus on the mediating roles of brand loyalty, social acceptance and empathy. Drawing on social influence theory, source credibility theory, theories of social approval and normative influence, the research employs two quantitative studies conducted in Greece using independent samples (Study 1: n = 1,374; Study 2: n = 570). Data were analyzed using covariance-based structural equation modelling with AMOS. Findings suggest that influencer power is positively associated with brand loyalty, which in turn is associated with higher purchase intentions through the mediating role of social acceptance. Additionally, empathy mediates the relationship between influencer power and purchase intentions. Influencer power exhibited substantial total effects in structured model on purchasing intentions and buying behaviour. The findings provide additional empirical evidence regarding the complementary roles of cognitive, emotional and social mechanisms in explaining how influencer power relates to consumer purchase intentions.