Impact of Social Media Influencers on Consumers’ Well-Being and Purchase Intention. A Case Study on Douyin Platform

This study investigates the influence of social media influencers on consumers’ well-being and purchase intention within the Douyin platform, employing the Elaboration Likelihood Model (ELM) as the conceptual framework. The research delves into key variables such as argument quality, source credibility, kindness, and parasocial interaction, and their respective impacts on consumers’ well-being, and purchase intention. By addressing the gaps in extant literature on influencer marketing in the Chinese context, this study explains the relevance of dual-process theories like the ELM in interpreting consumer responses to influencer endorsements. The literature review provides a robust theoretical underpinning, examining argument quality, source credibility, kindness, and parasocial interaction in shaping consumer attitudes and behaviors. Utilizing a quantitative methodology, data was gathered from 270 samples of Douyin users. Results indicate that argument quality, source credibility, kindness, and parasocial interaction significantly affect consumers’ well-being. This study also found that consumers’ well-being found to be a significant mediators towards purchase intentions. The findings yield critical theoretical and practical implications, underscoring the importance for brands to engage with credible, emotionally resonant influencers to boost consumers’ well-being and drive purchase behaviors. This study acknowledges certain limitations, including its cross-sectional design and focus on a single social media platform, suggesting future research to consider longitudinal effects and cultural variances in influencer marketing. The research contributes to a deeper understanding of the interplay between social media influencers and consumer behavior, providing actionable insights for marketers aiming to optimize influencer collaborations.